Tabita Outlet Case Study


  • UX/UI Design
  • CRM Development
  • Consulting Services
  • Front-end
  • Back-end
  • SEO
  • Email Marketing
  • Social Media Marketing

The Project

Life is too short to wear the same boring clothes every day. So why not make the most of fashion to express your true self? Especially when it comes at ridiculously low prices!

That’s the story behind Tabita, a fashion outlet with a history of 23 years in the retail industry of Cluj-Napoca. They’ve built their reputation through several brick-and-mortar stores, but the rise of an online store was both necessary and inevitable. That’s how they ended up selling famous brand wear at affordable prices nationwide.

We had to draw attention to fashion enthusiasts and cover their needs, which can be a lengthy process. However, the main focus was on their behaviour since they basically spend 24 hours a week online.

That meant creating a completely new experience for the fashionistas by blending the best e-commerce design and development practices with a fail-proof marketing strategy.

Our main goal was to perk up the website in a way that properly reflects the potential of a renowned brand from Cluj-Napoca. A whole new level of online presence was charted in order to take things to the next level and enable the business to serve an entire country.

The strategy and tactics were clearly established from the beginning so that no disconnect or handoff could emerge between what we planned and what we executed.

This meant regular meetings for us to truly understand the business and to transparently discuss the steps that were to be implemented. The next phase was to involve our executional experts in the collaborative strategic processes.

Group 43

The Team

Kudos to the participants on both sides! They managed to ensure consistency and effectiveness across each and every initiative we implemented: 2 back-end developers, a front-end developer, a designer, a marketing specialist, a QA specialist, a SEO specialist, a product manager, a few members from the client’s side

Discovery & Research


First things first 01

Customizing the website according to the right audience is an essential move, so we carried out a target market analysis and a competitive assessment. The result was a detailed buyer persona who represents a large percentage of the customer audience.

The Journey 02

Now that we knew exactly to whom the website was speaking to, we could focus on the sales funnel. We have created a series of steps – from tailored newsletters to inspiring social media posts – that guide visitors toward a buying decision. However, a major cornerstone was considering the perspective of the buyer too.

Immersing into the context of the customer allowed us to create a user journey that could quickly enable the user to achieve their goal. All this by educating the public about how to get dressed, but also by means of pivotal tweaks on the platform.

For instance, the mobile website leads the customer directly to the promotional campaigns and focuses on a clean and simple view of the clothing categories. On the other hand, the desktop version takes you through a journey centred around visual categories and famous brands.


Information Arhitecture 03

The next phase was structuring the website and customer relationship management in order to get each and every segment right.

Prototyping & Testing

Group 47
  • 4 Interviews

  • +49 Wireframes

  • 4 A/B Tests

  • 2 Prototypes (Desktop / Mobile)

  • 6 Iterations

  • +60 Detailed UI Screens


We didn’t just shape Tabita’s online platform for a visually clean, but smooth shopping experience. We created an environment that balances the users’ desires with the business’s needs.

This also meant integrating a payment gateway that enabled a positive checkout experience. Then we customized the admin panel so that product addition would not require any hassle.

  • On top of that, we have created a separate mobile website from scratch in order to offer a seamless user experience. Mobile responsiveness is the foundation upon which the entire digital experience occurs.
  • Therefore it is critical for customers to stick around. As soon as we have published a smooth mobile version, the customers were enabled to order on the go and the online exposure substantially increased.