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MORPHERA is a Russian fashion womenswear brand with an emphasis on expressive silhouettes, femininity, and details. The assortment includes dresses, tops and corsets, skirts, trousers, jumpsuits, sets, and accessories. The brand's visual image is built on a combination of sensuality and contemporary fashion aesthetics. This style became the foundation for MORPHERA's digital environment: from the first screen to the catalog, product cards, and personal account.
CSG's task was to develop a full-fledged MORPHERA online store on the InSales platform, preserving the capabilities of the ready-made e-commerce system while almost completely rethinking its standard user interface. It was necessary to create a unique website design, develop non-standard user scenarios, and add new functionality not available in the basic InSales configuration. Special attention was given to checkout, personal account, loyalty system, payment and delivery integrations, as well as interactive elements and branded animations.
We developed the UX/UI of the online store from scratch and built a sequential user journey from the first introduction to the brand to checkout. We designed the homepage, catalog, collections, filtering, product cards, cart, checkout, personal account, loyalty program, and additional service sections. Special attention was given to visual content presentation: large photography, typography work, free composition, and interface details that support MORPHERA's aesthetics and do not overload the purchase process.
For the project, a custom checkout scenario was developed, allowing users to go through all purchase stages sequentially without unnecessary steps. The user personal account was separately developed: its structure, interface, and interaction with the loyalty system. These sections were visually aligned with the overall site style and integrated into a unified user journey. We configured and integrated the MORPHERA loyalty system, which became a full part of the online store's user experience. The loyalty program logic is connected to the customer's personal account and allows the brand to build long-term interaction with its regular audience. On the site, the loyalty program is featured as a separate user section.
The online store is built on the InSales platform with deep customization of the standard architecture and interface. As part of the project, we developed custom frontend solutions and functional modules that significantly expand the platform's basic capabilities. As a result, visually and functionally the site is perceived as an individual product, while the brand retains the convenient InSales administrative system for further catalog, order, and content management.
FIGMA
INSALES
One of the key parts of the project was the development of functionality that differs from the standard InSales solution. We reworked the checkout and personal account mechanics, implemented custom user interaction logic, and integrated a loyalty system. The live site also features a loyalty program and a closed brand club. Thus, the platform's capabilities were adapted to MORPHERA's specific business processes, not the other way around.
