Prike's eCommerce website UX/UI Design

Prike is one of the largest premium beverage distributors in the Baltics, representing globally recognized brands and serving a market where presentation, perception, and customer experience matter enormously.

But in digital commerce, even strong brands can lose momentum when the online experience no longer reflects the quality of the products behind it.

That was the situation Prike faced.

The existing eCommerce platform had begun to feel outdated, and customer feedback increasingly pointed toward friction inside the shopping experience.

The business challenge was clear:

Modernize the experience before the experience begins hurting the brand itself.

The challenge

In premium retail, customers do not separate product quality from digital experience quality.

If the website feels outdated, slow, confusing, or difficult to navigate, trust weakens immediately.

For Prike, the stakes were significant.

With annual revenue exceeding 130 million euros, the eCommerce experience directly influenced:

• Customer perception
• Conversion performance
• Brand positioning
• Mobile shopping behavior
• Customer retention
• Long-term digital growth

The platform needed more than visual improvement.

It needed a smoother and more premium shopping experience aligned with the expectations surrounding the brand itself.

Redesigning for premium perception

Xfiner approached the redesign with a strong focus on both aesthetics and usability.

The goal was to create a digital environment that reflected the sophistication and premium positioning of Prike’s product offering while simultaneously reducing friction throughout the customer journey.

The redesign introduced:

• Cleaner visual hierarchy
• More refined layouts
• Improved navigation structure
• Stronger product presentation
• Better mobile usability
• More intuitive browsing behavior

Every detail was designed to support a more polished and premium overall impression.

Designing for modern shopping behavior

Mobile commerce had become increasingly central to customer behavior.

The redesigned platform was therefore built with strong responsive behavior across devices, ensuring users could comfortably browse and purchase whether on desktop, tablet, or mobile.

The mobile experience focused heavily on:

• Faster navigation
• Simpler product discovery
• Cleaner interaction flows
• Easier checkout progression
• Better readability
• Reduced friction on smaller screens

The result was a significantly more fluid experience for customers shopping on the move.

Improving the customer journey

Beyond aesthetics, the redesign focused heavily on usability improvements throughout the shopping process.

Xfiner analyzed user behavior and customer feedback to identify where friction occurred most frequently across the existing platform.

The redesign streamlined key stages including:

• Product discovery
• Navigation flow
• Product browsing
• Information clarity
• Checkout interaction

The objective was not simply to make the website look premium.

It was to make the experience feel effortless.

The outcome

The redesigned eCommerce platform elevated Prike’s digital presence while significantly improving customer experience across both desktop and mobile environments.

The updated experience helped strengthen:

• Customer engagement
• Brand perception
• Conversion performance
• Mobile usability
• Overall shopping flow

More importantly, the project reinforced how critical UX/UI design has become in modern eCommerce environments where customer expectations continue to rise.

Digital experience as brand experience

For premium brands, websites are no longer secondary sales channels.

They are part of the brand itself.

This collaboration with Prike became another example of how thoughtful UX/UI design can help large retail businesses align digital experience with product quality, customer expectations, and commercial growth.

Because premium products deserve premium experiences long before checkout begins.

Services involved

• UX/UI Design
• eCommerce Experience Design
• Mobile Experience Design
• Automation

Related links

For related context, see Talk to us, European Design Award Silver, AI-powered internal tools and automation, ICP-led web design, Xfiner showcase, and Xfiner.