Weekend's eCommerce Store

With more than €30 million in annual revenue, Weekend.ee had already established itself as one of Estonia’s leading online retail platforms.

Customers valued the company for its fast delivery, broad product offering, and smooth shopping experience.

But in modern eCommerce, standing still is rarely an option.

As mobile shopping behavior accelerated and customer expectations evolved, Weekend recognized that even successful platforms require continuous refinement to remain competitive.

The objective was not simply to redesign the store.

It was to improve performance, usability, and conversion efficiency across the entire digital experience.

The challenge

Despite strong market performance, the existing platform showed opportunities for improvement across both mobile and desktop experiences.

Particular attention was needed around:

• Mobile responsiveness
• Navigation clarity
• Product discovery
• Checkout flow efficiency
• User engagement
• Conversion optimization

The challenge was especially important because a growing share of users were shopping directly from mobile devices.

The experience needed to feel effortless regardless of screen size.

Every unnecessary click, delay, or confusion point risked impacting revenue directly.

Designing for modern eCommerce behavior

Xfiner approached the redesign with a strong focus on customer behavior, usability patterns, and conversion-oriented design.

The project involved a complete redesign of the platform experience across both desktop and mobile environments.

The goal was simple:

Make shopping feel faster, easier, and more intuitive.

The redesigned experience introduced:

• Cleaner navigation structures
• More intuitive browsing
• Improved product discovery
• Simplified interactions
• Faster purchase flows
• More polished visual hierarchy

Every detail was designed to reduce friction and help customers move naturally from browsing to checkout.

Mobile-first thinking at scale

Mobile commerce was one of the project’s biggest priorities.

Rather than treating mobile as a secondary adaptation of the desktop experience, the redesign focused heavily on creating a strong standalone mobile shopping experience.

The interface was optimized for:

• Faster interaction
• Thumb-friendly navigation
• Simplified product exploration
• Better readability
• Smoother checkout flows

This helped ensure customers could shop comfortably and confidently regardless of device.

Balancing performance and brand identity

While usability improvements were central to the redesign, maintaining the recognizable identity of Weekend.ee remained equally important.

The updated interface introduced a cleaner and more modern visual direction while preserving the familiarity existing customers already trusted.

The result was an experience that felt both elevated and recognizable at the same time.

The outcome

The redesigned platform delivered meaningful improvements across user engagement and key eCommerce performance metrics.

Customers benefited from a significantly smoother shopping experience across devices, while the business gained a more scalable and conversion-focused digital foundation.

The project’s success was later reflected publicly when Weekend.ee was recognized as:

• Estonia’s Best E-commerce Website 2024
• People’s Favorite 2024

by the Estonian eCommerce Association.

Designing eCommerce people enjoy using

Large-scale eCommerce design is rarely about visual polish alone.

It is about operational clarity, customer psychology, speed, trust, and removing friction from thousands of small interactions.

This collaboration demonstrated how strategic UX/UI improvements can directly strengthen both customer satisfaction and commercial performance.

Because in online retail, the best experiences are the ones customers barely need to think about.

Everything simply feels natural.

Services involved

• UX/UI Design
• eCommerce Experience Design
• Conversion Optimization
• Mobile Experience Design
• User Experience Strategy

Related links

For related context, see Talk to us, European Design Award Silver, www.e-kaubanduseliit.ee (rahvas valis eesti parimad veebipoed), AI-powered internal tools and automation, ICP-led web design, Xfiner showcase, and Xfiner.