Tali Karachi is a boutique lifestyle and craft store that celebrates traditional Pakistani artisanry through ethical, handcrafted goods. Known for its warm and intentional in-store experience, Tali needed a digital platform that could capture this same spirit while providing the convenience and functionality of modern e-commerce. As part of the team at Ideate Innovation, I worked as a UX and creative consultant to help transform Tali’s identity into a digital experience that feels both compelling and accessible. The goal was to connect with customers around the world while staying true to the brand’s local roots.

Project Goals

• Translate Tali’s tactile, in-store experience into a meaningful online journey

• Build an intuitive, mobile-friendly e-commerce platform using Shopify

• Preserve the brand’s artisanal identity while updating its visual presence

• Ensure long-term scalability and content flexibility for the Tali team

Phase 1: Research & Brand Immersion

We began the project with immersive discovery sessions, spending time with Tali’s products, team, and loyal customers to understand the brand’s unique rhythm, voice, and values. Through workshops, we uncovered what makes Tali special, including the thoughtful sourcing behind each product and the emotional connection customers feel. These insights shaped design principles focused on slowness, elegance, and intimacy, which guided every decision throughout the site.

Phase 2: Experience Design & Visual Translation

Our goal was to bring the tactile qualities of Tali’s in-store experience to life online. We created a clean and character-rich digital interface where every detail—from typography and color palettes to hover effects and product layouts—evokes warmth and clarity. Using Shopify, we built a flexible system that allows Tali to share the stories behind their products easily. This was not just about usability but about creating a calm and confident space where craftsmanship is truly felt.

Phase 3: Implementation & Long-Term Enablement

Throughout the implementation phase, we worked closely with the Tali team, testing user flows, refining interactions, and optimizing the site for speed, accessibility, and mobile responsiveness. Most importantly, we ensured the team could manage the platform independently after launch. Training sessions and a customized CMS made the site a tool that the team can grow with over time. The final result is more than an e-commerce store; it is a digital extension of Tali’s thoughtful, grounded, and beautifully alive spirit.

Tali Karachi’s new digital home honors the past while embracing the future by creating space for slow commerce, intimate storytelling, and global connection. This project required sensitivity, precision, and care, and it reaffirmed the power of design to thoughtfully bridge the physical and digital worlds.