RNTR
PROJECT OVERVIEW
The RNTR project focused on building a high-fidelity prototype and website for a luxury fashion rental platform centered around sustainability and personalization. The platform was designed using Figma and deployed via Framer on a custom domain. Core features included curated product browsing, a personalized quiz-based experience, and visual storytelling rooted in the brand’s commitment to a circular economy. The project emphasized user behavior psychology and e-commerce usability principles to optimize engagement and conversion.
CLIENT
RNTR
Year
2023
Services
Web Design + Development
Build
FIGMA | FRAMER
DESIGN
CHALLENGES
Designing a swipe-based booking system posed challenges in maintaining intuitive usability while introducing a novel gesture format for event discovery. The app also required clear visual hierarchies to handle diverse types of events and support rapid decision-making. Another challenge was balancing simplicity with interactivity—providing engaging social features like "see who’s going" and the ability to invite peers, without cluttering the interface or creating unnecessary complexity in the user flow.
ASPIRATIONS
Short Term
To create a visually appealing, user-friendly website that promotes user engagement through personalized content and an intuitive shopping experience.
Long Term
To increase customer retention and promote sustainability through better engagement techniques like personalized product curation, leveraging quizzes, and fostering a sense of community around sustainability and luxury fashion.
GUIDING PRINCIPLES
The design and development of RNTR’s site were guided by several UX principles:
Representing the circular economy visually using loops and cyclical graphics
Building user confidence and trust through intuitive layouts and curated suggestions
Encouraging retention through personalization, emotional connection, and ease of interaction
Applying interaction psychology and UX laws to increase engagement and usability
The interface was designed to make key actions like renting products easy and intuitive, while also adhering to UX laws like Hick’s Law and Fitts’s Law.
ACTIVITIES
Design and Prototyping
The project began with competitor analysis of luxury and rental e-commerce platforms, and UX patterns that support personalized shopping experiences. Key psychological principles such as the Zeigarnik Effect and Endowment Effectwere selected to support engagement through unfinished experiences and user ownership over curated items.
Personalization & Storytelling
A quiz-based curation flow was added to personalize product recommendations and support return visits. Loop animations and circular motifs were used to represent the circular economy.
