How it started

Elly Seidl is no small-time chocolatier. We’re talking about a company with 100+ years of history, high expectations, and a loyal customer base that ranges from Munich locals to global gift buyers. The goal was to redesign their shop homepage, navigation, and product filtering flow — without scaring off less tech-savvy users or losing the charm that makes the brand so special.

KUBE Studio, our partner in this project, came to us with the brief and a shared mission: modernize the user experience, but respect the brand’s heritage.

After a couple of calls and the usual “who-does-what” alignment, we got to work. Our focus: desktop and mobile UX wireframes. No design fluff — just functional, clear, conversion-ready wireframes that a dev team could actually implement.

What we delivered

Step 1: UX audit and strategy alignment

We began with a good look at the existing Elly Seidl shop. The vibe was old-school and the navigation? Let’s just say it was a bit of a sugar rush in all the wrong ways. Key issues we identified:

• The homepage didn’t reflect the premium character of the brand
• The category navigation lacked hierarchy and clarity
• Filters weren’t user-friendly, especially on mobile
• The shopping experience felt like a leftover Christmas box — full, but unstructured

So we mapped out a streamlined strategy. One that simplifies browsing and puts chocolate (literally) front and center.

Step 2: Wireframes with purpose

We developed interactive wireframes in Figma for both desktop and mobile. Our focus? Clarity, delight, and delicious decision-making.

Some highlights from the UX revamp:

• Simplified homepage layout: Clean hero section, modular product categories, and strong promotional slots.
• Mobile-first menu redesign: Prioritized the top categories and enabled one-handed operation (because who shops for pralines with two hands on a phone?).
• Refined filter logic: We grouped filters logically — by product type, ingredients, and gifting intent — and designed a side panel that doesn’t hijack the screen.
• Add-to-cart clarity: Every product card got a more intuitive interaction model with fewer steps to purchase.
• No dead ends: We added fallback content for empty categories or searches — nobody likes being told “no chocolates for you!”

Step 3: Collaboration with KUBE Studio

KUBE handled project management and the final UI design, while we focused purely on UX and function. This setup worked perfectly — they knew the client, we knew the flow. Throughout the process, we kept KUBE in the loop with:

• Weekly update calls
• Comment-ready Figma files
• Loom walkthroughs of UX decisions
• Suggestions for scalable design patterns for future pages

This collaborative rhythm made feedback efficient and helped avoid the classic “too many cooks” trap.

Step 4: Results and handoff

Once the client approved our wireframes, KUBE took over for the final visual design and development. A few weeks later, the new Elly Seidl shop was live — and the difference is obvious.

Visitors can now:

• Find the perfect gift box or seasonal chocolate within seconds
• Navigate the entire mobile shop with one thumb
• Actually enjoy browsing — yes, even on a Monday morning

Even though we weren’t involved in the final build, our UX work laid a solid foundation for a modern, user-friendly site that feels as premium as the brand it represents.

The tech we used

• Tooling: Figma and Adobe XD for wireframes and flow maps
• Communication: Google Meet and Slack
• UX stack:
  • UX audit checklist
  • Mobile-first wireframing
  • Modular layout strategy
  • Component-based page design
  • Click-path optimization

No fancy frameworks or custom stacks here — just proven methods and clean UX logic.

Lessons from the chocolate world

This project was a sweet reminder (pun intended) that great UX isn’t about flashy animations or oversized hero images. It’s about clarity, structure, and emotion — especially when you’re selling something that people buy as a gift.

And for legacy brands like Elly Seidl, the trick is modernizing the journey without losing the soul. That’s where we come in: turning customer confusion into conversion — one wireframe at a time.

What this means for you

Thinking about upgrading your own eCommerce experience? Maybe your categories feel like a maze. Or your filters make visitors rage-quit. Or maybe you’re planning a redesign and want the UX right before anyone touches pixels.

That’s where we shine.

We work quietly behind the scenes, mapping flows, fixing pain points, and turning every click into progress. We speak Figma, devs love our files, and we’re not afraid to tell you when something doesn’t work.

Book a free UX consult — we’ll show you exactly what’s holding your site back

Just 30 minutes. No jargon. No pitch deck. Just clear answers and practical takeaways. You bring the questions — we’ll bring the chocolate metaphors.

👉 Book your call now