Tali Karachi X Ideate
Client
UX Design Support
Role
Web Design
Industry
2024
Year
Figma, Shopify, Miro, Notion
Tools
Tali Karachi is a boutique lifestyle and craft store that celebrates traditional Pakistani artisanry through ethical, handcrafted goods. With a strong in-store presence and a loyal following, Tali needed a digital platform that could retain the warmth and intentionality of its physical space while offering the functionality of modern e-commerce. Working with the team at Ideate Innovation, I joined as a UX and creative consultant to guide the transformation of Tali’s identity into a compelling and accessible digital experience — one that would reach global customers without losing its local soul.
Goals
Translate Tali’s tactile, in-store experience into a meaningful online journey
Build an intuitive, mobile-optimized e-commerce platform using Shopify
Preserve the brand’s artisanal identity while modernizing its visual presence
Ensure long-term scalability and content flexibility for the Tali team
Phase 1: Research & Brand Immersion
The project began with immersive discovery sessions — engaging with Tali’s products, team, and existing customer base to understand the brand’s rhythm, language, and values. We conducted workshops to surface key differentiators, such as the intentionality behind product sourcing, the importance of storytelling, and the emotional connection customers feel in-store. These insights helped us define design principles rooted in slowness, elegance, and intimacy — guiding every interaction and content decision throughout the site.
Phase 2: Experience Design & Visual Translation
We translated the tactile qualities of the brand into a clean yet character-rich digital interface. Every detail — from type hierarchy and color palettes to hover states and product page layouts — was crafted to evoke warmth and clarity. The Shopify-based system was customized for usability and visual coherence, with flexible content blocks that allowed Tali to tell the story behind each product. The goal wasn’t just usability, but emotional resonance: a calm, confident space where craft is felt, not just seen.
Phase 3: Implementation & Long-Term Enablement
We worked closely with the client through implementation — testing flows, refining microinteractions, and optimizing for speed, accessibility, and mobile responsiveness. Crucially, we ensured that Tali’s team could manage the site independently post-launch. From training sessions to CMS flexibility, the entire platform was designed to empower, not just perform. What emerged was more than an e-commerce store — it was a digital extension of the Tali ethos: thoughtful, rooted, and beautifully alive
Tali Karachi’s new digital home honors the past while embracing the future — creating space for slow commerce, intimate storytelling, and global connection. It was a project that demanded sensitivity, precision, and care — and one that reaffirmed the power of design to bridge the physical and digital with intention.
