Responsive Website


Role - Senior Designer, UX
Client - Superbalist
Creative Direction, UX - Luke Jedeikin
Developers - Matthew Goslett, Neil Garb,
Nic Appleby, Mauricio Balderama
Logo Design - Shaun Bond


Superbalist (formerly Citymob) was founded in November 2010, and launched its latest site model in November 2013. This revamp included an extensive rebrand and a move away from the flash sales site model towards a curated marketplace for young consumers to buy street culture, fashion, art, gadgets and decor.

With this in mind, the aim was to create an elegant and minimal interface which presented and promoted products in the best possible way. The design would also inform the art direction for product photography and content.

I worked closely with Co-Founder and MD Luke to develop the design and UX of the entire website across desktop, tablet and mobile. By performing thorough UX audits of the existing website as well as competitor’s websites, we defined each feature informed by what was and wasn’t working.

Working with remote dev teams in Cape Town & Bolivia I designed well over 75 templates throughout the course of the project. The site was built on the Bootstrap framework.

The website has seen huge success and growth, with iOS and Android shopping apps released in September 2015. Superbalist is one of the fastest growing companies in South Africa closing on 1 million members in September 2014 and over 100 000 fans on Facebook in 2016.

The Homepage

The Homepage features a streamlined navigation & search, focusing on the discovery of shops, categories & products. A large header highlights Lookbooks & Collections, and along with Featured Products & up to 100 Daily Shops, we launched the Superbalist Live Feed where you can see what others are buying & favouriting on the site.

- Android design stencil
a selection of ui elements

Sign Up & Login

Superbalists are presented with a Landing Page or a Modal depending on how they arrived at the site (via an external link eg. email or via the browser). Inline validation & error handling makes for a smooth Sign Up and Login Process.

Filter & Find

Products are filtered by category, designer, size, colour, price, ships fast, popularity and more.

5 New Departments

Superbalist added 5 key departments featuring products that members had asked to see more of; Women, Men, Geekery, Art and the luxury category – LOOM.

Product Page

Big imagery shows off the product while an upsell component encourages Superbalists to discover related products.

Art On Demand

Superbalist launched South Africa's first online art-on-demand offering. Over 80 artists from around the globe provided artwork that can be reproduced on canvas, posters, cushion covers, mobile phone covers and tote bags.

Orders & Payment

The updated payment experience features an improved shopping cart, orders page, customised shipping as well as gifting options.

Asset Creation

Below is a sample of some of the assets created for the website.

Email Templates

Superbalist generates a large portion of traffic from daily emails, so it was crucial that the email templates worked harder than ever. I designed around 32 Primary & Transactional Mails, carrying the new design language through to this very important touchpoint.