Iconiq Gifts
A premium e-commerce storefront for a curated gifting brand — designed to be as beautiful as the products it sells. The goal was a mobile-first, conversion-optimised platform that combined stunning visual design with frictionless product discovery.
What We Built
Iconiq Gifts is a curated online gifting destination targeting both individual buyers and corporate clients. They came to us with a clear problem: their previous digital presence was generic, slow, and failed to communicate the premium nature of their products.
Our mandate was to build a storefront that would function as a brand ambassador first and a selling platform second — one that made every visitor feel the quality before even reaching the checkout. We rebuilt the entire frontend with React and Tailwind CSS, focusing on tactile hover interactions, exquisite typography, and a product-discovery flow that felt intuitive on any screen size.
Problems We Solved
Poor Mobile Experience
The legacy site had no mobile-first considerations — product images were cropped incorrectly, CTAs were unreachable, and the checkout was effectively broken on devices under 400px width.
Weak Visual Identity
Generic product card layouts with no brand personality made the storefront indistinguishable from thousands of basic Shopify templates, undermining the premium positioning of the products.
No Performance Optimisation
Full-resolution images were being served without compression or lazy loading, causing 6–8 second load times on mobile connections — a direct driver of bounce rate.
Fragmented Navigation
Products were organised without clear category taxonomy, forcing users to scroll endlessly rather than filtering to their relevant gift segment quickly.
Technical Approach
We chose React for its component architecture — allowing us to build a reusable, consistent product card system that could scale to hundreds of SKUs without layout degradation. Tailwind CSS enabled pixel-perfect responsiveness with a utility-first approach that kept the codebase clean and maintainable.
The design system was established before a single component was written: brand typefaces, a refined gold-and-ivory palette, hover interaction specifications, and motion design guidelines were all codified in a Figma prototype reviewed and approved by the client.
Every product image was compressed and served through optimised pipelines with lazy loading enabled by default. The category navigation was rebuilt as a persistent, sticky filter rail — reducing the number of interactions required for a user to find their product from an average of 7 clicks to just 2.
What Was Built
Custom product catalog with advanced filtering
Mobile-first responsive storefront layout
Dynamic product card hover animations
Streamlined category navigation system
Optimised image loading with lazy rendering
Conversion-focused checkout flow design
The Real Product
Custom Hamper Builder
Category-based product selection with real-time pricing, GST calculation, and live cart preview.
Lazy Image Loading
Product images loaded on-demand, nearly eliminating LCP lag on slow mobile networks.
Festival Calendar
Integrated occasion calendar helping clients plan corporate gifting ahead of every festival season.
Results & Impact
↑ 40%
Mobile UX Score
Improved Lighthouse mobile usability score through responsive-first design.
< 1.5s
Page Load Speed
Aggressive image optimisation and lazy loading reduced initial load significantly.
↑ 35%
Product Discovery
Restructured navigation and filtering drove deeper catalogue engagement.
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