Kristy Cline
ux ui designer
eCommerce Website Redesign
Flower Fairy Skin Care
Role: UX Researcher, Marketing Strategist, UI Designer, Developer
Tools: Figma, Photoshop, Illustrator, Canva, Google Forms, Shopify
Timeframe: 4 weeks in 2023
Primary Insight #1
Improved Information Architecture
The previous website had cluttered navigation, making it hard for users to explore products. By organizing product categories and services, the new structure provided a more intuitive user experience, helping customers easily find what they need.
Primary Insight #2
Brand-Aligned Visual Identity
Flower Fairy’s unique handcrafted products needed branding that reflected their quality and story. The updated branding, including new product photos and design elements, emphasized the company’s long history and dedication to herbal skincare, creating stronger customer connections.
Primary Insight #3
Enhanced User Experience & Clear CTAs
The original website lacked clear CTAs and prominent product features, leading to customer confusion. By redesigning the product pages with standout CTAs and placing featured products front and center, the user journey became more streamlined, boosting potential conversions.
Deliverables:
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Complete redesign of the Flower Fairy Skin Care website on Shopify
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Responsive eCommerce platform for seamless mobile and desktop experiences
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Improved information architecture for easier navigation
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Updated and organized Call-to-Actions (CTAs) to guide users through the purchasing process
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Highlighted Unique Value Propositions (UVPs) to promote the brand's story and quality
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High-quality product images and refreshed visual content
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Simplified product and service browsing experience
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Branding aligned with the company's 30-year heritage and vision
Overview
Flower Fairy Skin Care has handcrafted herbal products for over 30 years, with a strong focus on quality and freshness. Each product is made in small batches by a skilled herbalist, ensuring consistent premium standards.
Challenge
The previous website lacked intuitive navigation, making it difficult for customers to browse the wide range of products and services. The branding needed an update to better align with the company’s long-standing commitment to natural skincare. The task was to create an eCommerce platform that enhances user experience while staying true to Flower Fairy’s vision.
Solution
Through detailed research and prototyping, I designed a fully responsive Shopify website that harmonized Flower Fairy's brand identity with the needs of its customers. The redesign focused on clarity, ease of use, and showcasing the uniqueness of the brand’s products.
Original Website
Improvements:
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Streamlined Information Architecture: Simplified navigation, making it easy for users to browse products and services.
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Clear Call-to-Actions (CTAs): Added prominent and action-driven buttons to guide users smoothly through the purchasing process.
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Highlighted Unique Value Propositions (UVPs): Emphasized what sets Flower Fairy apart, including small-batch production and premium quality.
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Enhanced Product Visibility: Featured products in more prominent positions on key pages to boost engagement.
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Improved User Experience (UX): Designed intuitive, user-friendly flows that make the shopping journey easier and more enjoyable.
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Updated Imagery: Refreshed product photos and visuals to create a more engaging and authentic brand presentation.
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Responsive Design: Ensured the site works seamlessly across mobile, tablet, and desktop for a consistent experience.
Redesign
Understand
Research Plan:
We set out to uncover the goals and pain points of Flower Fairy’s customers. A survey and competitive analysis were conducted to understand user behavior and market positioning.
Key Insights:
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Customers found it challenging to navigate the old website and locate specific products.
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The branding didn’t fully reflect the premium, small-batch nature of the products.
Explore
Feature Roadmap:
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Information Architecture: Restructured navigation to make browsing simple and intuitive.
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Branding Refresh: Updated visuals to highlight Flower Fairy's 30-year history and dedication to quality.
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Improved CTAs: Clear, action-driven buttons guiding users to purchase.
UX Enhancements:
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Organized product categories and implemented a clearer, smoother user flow.
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Responsive design to ensure a seamless experience on both mobile and desktop.
Materialize
Final Design:
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Visually appealing product pages that showcase high-quality images.
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Highlighted Unique Value Propositions (UVPs) to emphasize Flower Fairy’s distinctiveness.
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A modern yet minimalistic design that resonates with the brand’s natural, handcrafted ethos.
Results & Reflection:
The website redesign boosted user engagement by simplifying the navigation and improving the overall shopping experience. Customers now have a more straightforward path to discovering products, and the refreshed branding has strengthened Flower Fairy’s position in the market.