Website Redesign & Branding
Designing an e-commerce website using a cloud-based web development service and giving the brand a new look.
Product Design
UX Research
User Interface
Brand Designer
Figma
Procreate
WIX
3 Weeks
The objective was to redesign binamade's online store to enhance the user experience, improve mobile usability, and increase sales conversions. The website needed a refreshed look that aligned with the artisanal nature of the brand while being functional and easy to navigate.
Challenges:
Goals:
In the world of e-commerce, the key to success lies in a user-centered website. By prioritizing the user experience, businesses can create seamless navigation, optimize mobile responsiveness, and streamline transactions.
This approach not only enhances customer satisfaction and loyalty but also reduces bounce rates and improves conversion rates. A user-centered e-commerce platform is more than just a virtual storefront; it's a dynamic and adaptable space that welcomes users, gaining trust and long-term success in the competitive online market.
Tasked with redesigning Binamade's ceramics e-commerce website, my focus was on enhancing user experience and optimizing functionality. Through user research, I identified key areas for improvement, collaborated with stakeholders to set objectives, and crafted a user-centric design strategy.
I analyzed several competitors in the artisanal ceramics space and looked at websites that I found inspiration from such as, Sheldon ceramics and Wolf ceramics, noting their use of clean, minimalist design and streamlined shopping experiences. and handmade goods. Glossier was also taken into consideration for the aethetics and overall feel.
I wanted to do a competitor analysis to see what information and pages other ceramist featured on their websites.
2 direct competitors and 1 indirect competitor were used for this research.
From what I learned, e-commerce websites have almost the same type of information. Almost all
I chose to create user flows for the pages of the website with the goal of elevating the overall user experience. By mapping out the journey a visitor takes through the site, I gained valuable insights into what pages were needed for an e-commerce site and helped me identify and address potential pain points, in hopes to achieve a smooth and intuitive user journey.
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To pinpoint necessary improvements, I first analyzed the original website, with all the user feedbacks in mind and made a list of potential changes.
Initially, the hero page appeared acceptable, but there was certainly potential for enhancement. The menu seemed unbalanced in relation to the banner, and the logo was challenging to discern due to the background color.
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Another minor change that could be made, was that the sharpness of the pictures didn't match the rounded buttons. This made the website feel inconsistent.
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Similarly, on the product page, the sharp edges of the input boxes didn't match the roundness of the submit button. I found this aspect a bit dull and not quite visually appealing.
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I drew significant inspiration from Binamade's vibrant, feminine, and bright motifs, seeking ideas that embodied these qualities while adding a more sophisticated touch and feel. The goal was to maintain Binamade's essence while giving it a modern update.
The previous font, Amiri, contributed to an outdated vibe on the site. As I aimed for a cleaner aesthetic, I opted for a sans-serif font. After experimenting with various options, I decided on League Spartan. Its clean appearance appealed to me, and I believed it would age gracefully with the business. Additionally, the font offers a variety of weights to choose from.
For the redesign, I extracted the color palette from the original website. I then fine-tuned the saturation levels, ensuring a good flow of colors that complemented each other.
Revamping the logo proved to be an enjoyable aspect of the project. The previous logo seemed too lightweight and challenging to read, primarily due to its color palette, which, although pleasing, conveyed a somewhat childish vibe. Another aspect that needed adjustment was the logo's orientation; the original square shape didn't align well with the website's layout.
For the new logo, I embraced a more minimalistic color scheme, retaining two main colors from the previous version. The orientation was shifted to a horizontal layout, seamlessly blending with the website's design. To infuse a sense of playfulness, I incorporated a wavy text, injecting a touch of fun into the overall design.
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The following tasks involve the ongoing maintenance and updates of the website. Given its utilization of a cloud-based program, the maintenance workload should be minimal. Nevertheless, I will stay informed about current trends and consistently implement updates to ensure its relevance and effectiveness.
I continually refine my ability to assess and respond to each project's unique demands. When I designed the first version, I thought it was well made. However, through this redesigning project, I learned I have shifted in my approach towards cleaner designs and branding, retaining vibrancy while introducing a touch of elegance. This learning experience has been instrumental in my ongoing development as a designer.
