Kat Fernando
Open for freelance work.
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Case Study
Vania Romoff is a luxury womenswear label based in the Philippines, known for creating pieces for the modern woman.
From refined ready-to-wear to bespoke bridal, her pieces are a celebration of quiet confidence — unapologetically feminine, and exact in their elegance.
Website:
https://vaniaromoff.ph/
Agency:
Varsity Co-op
00
Overview
Role:
UX/UI design, project management
Platform:
Shopify
Project type:
Shopify build, web design, platform migration, e-comm strategy
01
Project Scope
Having established her e-commerce presence during the pandemic, Vania Romoff sought to elevate her digital storefront — migrating from Squarespace to Shopify for a more scaleable and user-friendly platform for the team, and to expand product offerings and features.
02
Key Challenges
01
How might we migrate from Squarespace to Shopify without compromising content management or alienating returning customers?
02
How might we capture the essence of the brand’s identity in a digital experience that feels light, intentional, and easy to shop?
03
How might we showcase varied product lines through one cohesive system that balances structure and storytelling?
03
Approach & Process
01
We started by auditing the existing Squarespace site and aligning with the VR team on digital goals, pain points, and backend needs. We analyzed user flows and identified key drop-off points between collections.
02
To balance storytelling with performance, we restructured the site architecture around product discovery. We prioritized high-intent pages like New Arrivals and the newly launched Bridal Studio, and introduced modular templates for future campaigns.
03
We crafted a light, breathable UI system reflecting the brand’s elegance — pairing sharp typography with soft interactive cues. Working closely with a branding and development agency, we ensured backend flexibility for the internal team.
04
Post-launch, we A/B tested key flows and found that the Shopify site significantly outperformed its predecessor — with stronger engagement across featured collections and improved overall conversion.
The team designed an elegant yet flexible Shopify experience that aligned business goals with customer behavior — bridging visual storytelling with a more streamlined shopping journey.
04
Highlights
Bridal Studio online launch
New addition to the VR website; created a RTW bridal subpage with clear CTAs, detailed service descriptions, and a smoother inquiry form — elevating the journey for high-consideration customers while maintaining luxury tone.
Flexible product and collection templates
Designed a modular system that allowed the team to launch new collections with custom content blocks — ideal for transitioning between ready-to-wear, made-to-order, and editorial series.
Editorial-style lookbook
A visual gallery to easily browse through the brand’s bespoke collection with a clear call to inquire for custom orders.
Streamlined navigation and mobile experience
Simplified the site nav structure and improved product filtering on mobile — key for customers browsing across devices. Subtle motion and hover states added polish without visual clutter.
05
Info
© Kat Fernando — 2025
All Rights Reserved
Kat Fernando
Open for freelance work.
Projects
01
About
02
CV
03
Soundcloud
04
Case Study
Vania Romoff is a luxury womenswear label based in the Philippines, known for creating pieces for the modern woman.
From refined ready-to-wear to bespoke bridal, her pieces are a celebration of quiet confidence — unapologetically feminine, and exact in their elegance.
Website:
https://vaniaromoff.ph/
Agency:
Varsity Co-op
00
Overview
Role:
UX/UI design, project management
Platform:
Shopify
Project type:
Shopify build, web design, platform migration, e-comm strategy
01
Project Scope
Having established her e-commerce presence during the pandemic, Vania Romoff sought to elevate her digital storefront — migrating from Squarespace to Shopify for a more scaleable and user-friendly platform for the team, and to expand product offerings and features.
02
Key Challenges
01
How might we migrate from Squarespace to Shopify without compromising content management or alienating returning customers?
02
How might we capture the essence of the brand’s identity in a digital experience that feels light, intentional, and easy to shop?
03
How might we showcase varied product lines through one cohesive system that balances structure and storytelling?
03
Approach & Process
The team designed an elegant yet flexible Shopify experience that aligned business goals with customer behavior — bridging visual storytelling with a more streamlined shopping journey.
01
We started by auditing the existing Squarespace site and aligning with the VR team on digital goals, pain points, and backend needs. We analyzed user flows and identified key drop-off points between collections.
02
To balance storytelling with performance, we restructured the site architecture around product discovery. We prioritized high-intent pages like New Arrivals and the newly launched Bridal Studio, and introduced modular templates for future campaigns.
03
We crafted a light, breathable UI system reflecting the brand’s elegance — pairing sharp typography with soft interactive cues. Working closely with a branding and development agency, we ensured backend flexibility for the internal team.
04
Post-launch, we A/B tested key flows and found that the Shopify site significantly outperformed its predecessor — with stronger engagement across featured collections and improved overall conversion.
04
Highlights
Bridal Studio online launch
New addition to the VR website; created a RTW bridal subpage with clear CTAs, detailed service descriptions, and a smoother inquiry form — elevating the journey for high-consideration customers while maintaining luxury tone.
Flexible product and collection templates
Designed a modular system that allowed the team to launch new collections with custom content blocks — ideal for transitioning between ready-to-wear, made-to-order, and editorial series.
Editorial-style lookbook
A visual gallery to easily browse through the brand’s bespoke collection with a clear call to inquire for custom orders.
Streamlined navigation and mobile experience
Simplified the site nav structure and improved product filtering on mobile — key for customers browsing across devices. Subtle motion and hover states added polish without visual clutter.
05
Info
© Kat Fernando — 2025
All Rights Reserved.
Open for freelance work.
Designer & occasional DJ based in Manila, Philippines (GMT+8).
Projects
01
About
02
CV
03
Soundcloud
04
Contact
me@katfdo.com
Socials
Case Study
Vania Romoff is a luxury womenswear label based in the Philippines, known for creating pieces for the modern woman.
From refined ready-to-wear to bespoke bridal, her pieces are a celebration of quiet confidence — unapologetically feminine, and exact in their elegance.
Website:
Agency:
Varsity Co-op
00
Overview
Role:
UX/UI design, project management
Platform:
Shopify
Project type:
Shopify build, web design, platform migration, e-comm strategy
01
Project Scope
Having established her e-commerce presence during the pandemic, Vania Romoff sought to elevate her digital storefront — migrating from Squarespace to Shopify for a more scaleable and user-friendly platform for the team, and to expand product offerings and features.
02
Key Challenges
01
How might we migrate from Squarespace to Shopify without compromising content management or alienating returning customers?
02
How might we capture the essence of the brand’s identity in a digital experience that feels light, intentional, and easy to shop?
03
How might we showcase varied product lines through one cohesive system that balances structure and storytelling?
03
Approach & Process
The team designed an elegant yet flexible Shopify experience that aligned business goals with customer behavior — bridging visual storytelling with a more streamlined shopping journey.
01
We started by auditing the existing Squarespace site and aligning with the VR team on digital goals, pain points, and backend needs. We analyzed user flows and identified key drop-off points between collections.
02
To balance storytelling with performance, we restructured the site architecture around product discovery. We prioritized high-intent pages like New Arrivals and the newly launched Bridal Studio, and introduced modular templates for future campaigns.
03
We crafted a light, breathable UI system reflecting the brand’s elegance — pairing sharp typography with soft interactive cues. Working closely with a branding and development agency, we ensured backend flexibility for the internal team.
04
Post-launch, we A/B tested key flows and found that the Shopify site significantly outperformed its predecessor — with stronger engagement across featured collections and improved overall conversion.
04
Highlights
Bridal Studio online launch
New addition to the VR website; created a RTW bridal subpage with clear CTAs, detailed service descriptions, and a smoother inquiry form — elevating the journey for high-consideration customers while maintaining luxury tone.
Flexible product and collection templates
Designed a modular system that allowed the team to launch new collections with custom content blocks — ideal for transitioning between ready-to-wear, made-to-order, and editorial series.
Editorial-style lookbook
A visual gallery to easily browse through the brand’s bespoke collection with a clear call to inquire for custom orders.
Streamlined navigation and mobile experience
Simplified the site nav structure and improved product filtering on mobile — key for customers browsing across devices. Subtle motion and hover states added polish without visual clutter.
05
Info
© Kat Fernando — 2025
All Rights Reserved.
Open for freelance work.
Designer & occasional DJ based in Manila, Philippines (GMT+8).
Projects
01
About
02
CV
03
Soundcloud
04
Contact
me@katfdo.com
Socials
Case Study
Vania Romoff is a luxury womenswear label based in the Philippines, known for creating pieces for the modern woman.
From refined ready-to-wear to bespoke bridal, her pieces are a celebration of quiet confidence — unapologetically feminine, and exact in their elegance.
Website:
https://vaniaromoff.ph/
Agency:
Varsity Co-op
00
Overview
Role:
UX/UI design, project management
Platform:
Shopify
Project type:
Shopify build, web design, platform migration, e-comm strategy
01
Project Scope
Having established her e-commerce presence during the pandemic, Vania Romoff sought to elevate her digital storefront — migrating from Squarespace to Shopify for a more scaleable and user-friendly platform for the team, and to expand product offerings and features.
02
Key Challenges
01
How might we migrate from Squarespace to Shopify without compromising content management or alienating returning customers?
02
How might we capture the essence of the brand’s identity in a digital experience that feels light, intentional, and easy to shop?
03
How might we showcase varied product lines through one cohesive system that balances structure and storytelling?
03
Approach & Process
The team designed an elegant yet flexible Shopify experience that aligned business goals with customer behavior — bridging visual storytelling with a more streamlined shopping journey.
01
We started by auditing the existing Squarespace site and aligning with the VR team on digital goals, pain points, and backend needs. We analyzed user flows and identified key drop-off points between collections.
02
To balance storytelling with performance, we restructured the site architecture around product discovery. We prioritized high-intent pages like New Arrivals and the newly launched Bridal Studio, and introduced modular templates for future campaigns.
03
We crafted a light, breathable UI system reflecting the brand’s elegance — pairing sharp typography with soft interactive cues. Working closely with a branding and development agency, we ensured backend flexibility for the internal team.
04
Post-launch, we A/B tested key flows and found that the Shopify site significantly outperformed its predecessor — with stronger engagement across featured collections and improved overall conversion.
04
Highlights
Bridal Studio online launch
New addition to the VR website; created a RTW bridal subpage with clear CTAs, detailed service descriptions, and a smoother inquiry form — elevating the journey for high-consideration customers while maintaining luxury tone.
Flexible product and collection templates
Designed a modular system that allowed the team to launch new collections with custom content blocks — ideal for transitioning between ready-to-wear, made-to-order, and editorial series.
Editorial-style lookbook
A visual gallery to easily browse through the brand’s bespoke collection with a clear call to inquire for custom orders.
Streamlined navigation and mobile experience
Simplified the site nav structure and improved product filtering on mobile — key for customers browsing across devices. Subtle motion and hover states added polish without visual clutter.
05
Info
© Kat Fernando — 2025
All Rights Reserved.