E-commerce Website Redesign & UX Study Case

Cyber-Petal Website Evaluation

Scope: 4 Months
Team: Neal Sison, Kaia Crozier, Dana Alhabbash

Problem Statement

Cyber-Petal’s website struggled with usability, learnability, and branding clarity, leading to user confusion and disengagement.

My Responsibilities

• User Research: Conducted studies with Cyber-Petal’s target audience to evaluate usability issues.
• Heuristic Evaluation: Identified UI/UX flaws affecting navigation and engagement.
• Journey Mapping: Analyzed user behavior and pinpointed major friction points.
• Usability Testing: Implemented think-aloud sessions and post-questionnaires to assess the interface.
• Design Recommendations: Proposed website enhancements, including a landing page, improved filters, clearer branding, and better accessibility.

Outcome

• Improved branding clarity, making Cyber-Petal’s philosophy more understandable.
• Enhanced navigation with refined UI elements and filtering options.
• Increased user satisfaction by optimizing accessibility and readability.
• Provided Cyber-Petal with a high-impact redesign strategy for better engagement.

This study showcased how thoughtful design can transform digital experiences and strengthen brand identity.

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Cineful Website Design & Layout

Design Concept:

A bold, engaging, and content-driven design tailored for cinephiles, featuring a mix of cinematic visuals, strong typography, and a clean, structured layout.

Layout Structure:

• Header Navigation: Clear menu with sections for News, Videos, Interviews, and Log In, ensuring easy access to key content.
• Hero Section (What's New):
  • Prominent video previews with trailers.
  • High-impact, large headlines for featured reviews.
• Sidebar Features:
  • Newsletter Signup: Bold CTA for user engagement.
  • Latest Issue Highlight: Eye-catching magazine cover for branding.
  • Subscription Offer: Promotional section with a compelling call-to-action.
• Main Content Area:
  • Film reviews and industry news with large thumbnails and brief descriptions.
  • Director, Writer, and Cast info linked for deeper exploration.

Styling & Visuals:

• Color Palette: Striking yellow, black, and white, reinforcing a bold and modern cinematic aesthetic.
• Typography: Strong, magazine-style fonts for a professional editorial feel.
• Spacing & Readability: Well-balanced sections, making content easy to navigate.

User Experience Enhancements:

• Engagement Elements: Like buttons and share counts to encourage interaction.
• Mobile Responsiveness: Optimized for seamless browsing across devices.
• Subscription CTA: Strategically placed incentives to drive reader commitment

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FUSE & SIP User Research to Increase Sales

Scope:

‍4 Months

Team:

Ana Lizzarraga, Bharathi Kiran, Elina Moukhammed

Problem Statement

‍The initial platform had low engagement rates and high drop-off rates due to a lack of returning customers and narrow audience.

My Responsibilities

• User Research: Conducted extensive user research, including potential users, the CEOs, and industry people to gather insights.
• Persona Creation: We created personas of fuse and sip current audience and their target audience.
• Product Evaluation: Evaluated the product to come up with potential usability and design issues.
• Journy Mapping: Created user journy maps of the products and the user experience.
• Design Solutions: Created mutiple design solutions to increase product sales; Website redesign, Packeging and branding redesign , and Product knowledge Tool kit.
• User testing: User testing the products and embedding the design solutions.

Outcome:

• Expanded the audience and brand awarness to younger audience.
• Increased sales of the month during the study process
• Provided the clients with a high end design solution

Content:

User Journey Map

Final Product

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Reflection

‍This project highlighted the importance of user testing and research, I have learned how to conduct interviews and create an established relationship with the CEOs and their product.

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