Key challenge: Product packaging similarity made it difficult for users—both professionals and enthusiasts—to distinguish categories and navigate efficiently.

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User Research & Insights

We analyzed industry communication and stakeholder feedback to define a primary persona representing professional chefs and home enthusiasts.

We then conducted moderated usability tests on the legacy platform, uncovering pain points around product discovery, confusing labels, and high abandonment rates.

I synthesized these findings into clear insights that directly informed wireframes and prototype decisions.

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Customer Journey

We mapped the end-to-end customer journey from discovery through purchase, highlighting friction at category selection and checkout

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The revised information architecture groups products into broad, logically labeled categories and adds visual cues to guide users, reducing cognitive load and streamlining the path to purchase.

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Wireframes & Prototypes

• Low-fidelity sketches exploring alternative layouts and category groupings
• Mid-fidelity clickable prototype in Figma to validate navigation and iconography
• Interactive prototype link available upon request

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Visual Design & UI System

• Moodboard elements: laboratory glassware, ingredient photography, minimalist iconography
• Style tile: refined palette evoking molecular precision and culinary creativity
  
• Component library: custom icons for each product category, ensuring instant recognition

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I delivered fully responsive UI screens for desktop and mobile, maintaining consistency and clarity across devices

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Usability Testing & Iterations

• Introduced distinctive category icons and adjusted label hierarchy, reducing search time
• Enhanced product detail pages with feature badges, increasing add-to-cart actions

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Tools & Technologies

Adobe Illustrator, Figma

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Takeaways & Next Steps

This project reinforced the power of visual signifiers in a niche market. Next steps include implementing dynamic filters and integrating user-generated recipe content to further personalize the shopping experience.