Lemkus eCommerce Case Study - DashDigital
Lemkus eCommerce Case Study - DashDigital
Lemkus is an urban boutique specialising in premium streetwear and footwear — largely catering to a loyal following of sneakerheads across southern Africa.

The client approached us to create a new design system and overhaul their digital experience to enhance the way users shopped for shoes and apparel online. We also needed to elevate the identity and strengthen the brand’s connection to customers, all the while growing their direct-to-consumer revenue.


We designed a streamlined and intuitive digital experience that makes customers feel comfortable, confident and safe throughout the purchase journey. Along with improved user experience, we also reconsidered colour and typography to better include the concept of heritage and community in all areas of the new design system.

From colour palette and typography selections to flexible component-based design, our goal was to improve legibility while emphasising function, clarity, and simplicity as they became our guiding UX principles.

Design System

We created a unified and scalable design system to set the foundation for a seamless brand experience across products, categories and content. Our rigorous design process was followed by a full requirements list powering a component-based system that works like a drag-and-drop builder.

Examples of these interchangeable design elements include countdown timers for upcoming sneaker releases and other new arrivals; scalable product cards; and multiple content components.

The UX of each component was designed specifically with the end user in mind - taking into account the new design system, brand guidelines, and best practice retail UX across all touchpoints.

To cater to different user behaviours and to avoid losing primary features when downscaling from desktop to mobile, we prioritised our design system to be fully responsive across all device types.

Content & Commerce

In today’s society, commerce and brand connection are equally important. For the best possible shopping journey, we combined a friendly design system with a frictionless path to purchase. And with engaging content we attracted new customers, while bringing existing customers closer to the brand through storytelling and collaborations.

It is with this blending of content and commerce throughout the site that we redefined Lemkus’s online experience. Customers can now explore the brand’s product offerings, while experiencing its culture and personality on every page.

Advanced Filtering

We created a deep filtering system to optimise Lemkus’s complex product catalogue. From navigation through to the shop, multiple filtering funnels provide a tailored experience and allow users to find exactly what they’re looking - in a simple and effective way.

Interaction System

We designed an interaction system comprising gestures and animation to liven up the site and reflect the energetic personality of the brand.

Scope of work


  • Customer Research
  • Trends Analysis
  • Competitor Review
  • Best Practice Review
  • Usability Research & Testing
  • Market Research


  • Brand Positioning & Architecture
  • Target Audience Discovery
  • Feature Definition
  • Information Architecture
  • Usability Audit & Review


  • Art Direction
  • Brand Identity Design
  • Graphic Design
  • Wireframing
  • User Interface Design
  • User Experience Design
  • Interaction Design
  • Motion Design
  • Design Systems
  • Quality Assurance


  • Technical Strategy
  • Shopify Development
  • Cross-browser Testing
  • Cross-device Testing
  • SEO & Performance Optimisation
  • Quality Assurance


  • SEO Copy Analysis & Refinement
  • Thematic Keyword Research
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Case Studies