Internship project: Shoeleaf Website Design

Designed an e-commerce website for Shoeleaf, streamlining the online footwear shopping experience from concept to interactive prototype.

Role

UX/UI Design Intern

Industry

E-commerce

Duration

3 months

Stage 1. Market research and analysis

Initiated the project with comprehensive market research, analyzing competitors and identifying gaps in the online footwear shopping experience. Conducted surveys and user interviews to understand customer needs, shopping preferences, and pain points related to discovering and purchasing shoes online.
Synthesized research findings to develop a clear value proposition for the platform, focusing on unique features such as curated shoe collections, personalized recommendations, and a seamless online shopping experience.

Stage 2. Concept development and user flow design

Led the conceptualization phase, collaborating with the team to generate innovative ideas aligned with user needs and business goals. Developed user personas and scenarios to guide the design process and ensure a user-centered approach throughout the website experience.
Mapped out user flows for key website functionalities, including account creation, product browsing, checkout process, and personalized recommendations. Prioritized simplicity and intuitiveness in the navigation structure to enhance user engagement and ease of shopping.

Stage 3. UI design and prototyping

Created detailed wireframes and interactive prototypes using Figma, focusing on crafting an inviting and user-friendly interface. Applied the brand’s visual guidelines to select a consistent color scheme and typography that reflected Shoeleaf’s identity and enhanced the overall shopping experience.
Developed high-fidelity prototypes that showcased the website’s core features, including a dynamic home page, detailed product pages, and a streamlined checkout flow. Conducted iterative design reviews with the team to refine the prototypes based on feedback and usability considerations.

Stage 1. Market research and analysis

Initiated the project with comprehensive market research, analyzing competitors and identifying gaps in the online footwear shopping experience. Conducted surveys and user interviews to understand customer needs, shopping preferences, and pain points related to discovering and purchasing shoes online.
Synthesized research findings to develop a clear value proposition for the platform, focusing on unique features such as curated shoe collections, personalized recommendations, and a seamless online shopping experience.

Stage 2. Concept development and user flow design

Led the conceptualization phase, collaborating with the team to generate innovative ideas aligned with user needs and business goals. Developed user personas and scenarios to guide the design process and ensure a user-centered approach throughout the website experience.
Mapped out user flows for key website functionalities, including account creation, product browsing, checkout process, and personalized recommendations. Prioritized simplicity and intuitiveness in the navigation structure to enhance user engagement and ease of shopping.

Stage 3. UI design and prototyping

Created detailed wireframes and interactive prototypes using Figma, focusing on crafting an inviting and user-friendly interface. Applied the brand’s visual guidelines to select a consistent color scheme and typography that reflected Shoeleaf’s identity and enhanced the overall shopping experience.
Developed high-fidelity prototypes that showcased the website’s core features, including a dynamic home page, detailed product pages, and a streamlined checkout flow. Conducted iterative design reviews with the team to refine the prototypes based on feedback and usability considerations.

Stage 4. User testing and iteration

Organized user testing sessions with a diverse group of participants to evaluate the website’s usability and overall shopping experience. Utilized both in-person and remote methods to gather valuable insights and identify areas for improvement.
Analyzed user feedback to uncover usability issues and key areas for improvement. Applied iterative design changes to enhance functionality, streamline the shopping experience, and ensure a more intuitive and satisfying user journey.

Stage 5. Final presentation and handoff

Compiled and presented a comprehensive project report to the internship team and stakeholders, outlining the research insights, design process, user testing findings, and final website design. The presentation highlighted Shoeleaf’s potential to enhance the online footwear shopping experience through intuitive design and personalized features.
Prepared and delivered detailed design specifications and assets to the development team, ensuring a smooth handoff and offering support during the early stages of website development to maintain design consistency and functionality.

Reflections

This project was a valuable opportunity to apply UX/UI design principles in a real-world e-commerce setting, contributing to a platform aimed at simplifying and enriching the online shoe shopping experience. It challenged me to think creatively to meet user needs, while sharpening my skills in user research, interface design, and team collaboration. The experience reinforced the importance of user feedback and highlighted how thoughtful design can significantly enhance engagement and satisfaction.

Reflections

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