How many times have you shopped online this month? This week? and why?

Because it’s convenient. And given world events like COVID-19, online shopping has become an attractive option.

In 2019 there was an estimated 1.9 billion digital buyers around the world. In the US, 224 million.

This is a case study on how re-designing a desktop website for a local business with no existing e-commerce features can help their

business thrive.


2 weeks

Problem Solved
Re-designed a desktop website by adding
e-commerce components.
Research all the way through
to development.


How can we create a seamless online shopping experience for someone who is overwhelmed by choice, unfamiliar names, and lack of contact options?


I believe that if I use a design layout similar to my persona’s favorite brands while putting an emphasis on their needs and pain points, we can create a seamless shopping experience allowing her to find what she needs with little to no confusion, thus reducing her frustrations.



  • Google Reviews

  • User Persona

  • Competitive Analysis
  • Sitemap

  • Usability Testing


By checking the reviews I could gain a better understanding of the customer base, identify patterns, and take note of how the client communicates with the customers so we can maintain the brand identity. The reviews showed that customer pain points included customer service, expensive pricing, and poor parking availability, which showed some overlap with the persona.


Personas are an important tool for not losing track of insights gained early on.

Pain Points:

  • Overwhelmed by choice

  • Having to remember payment details


  • Record of past purchases

  • Several contact options

“There are too many choices and where’s the employee

when I need them?!”

What I wanted to do here is create a sense of familiarity by using inspiration from the persona's favorite brands allowing the user to use what is instinctual to their online shopping habits and behaviors. The client's current model was dated, however, they still wished to maintain their own personality which they've kept for 35 years so that was also taken into deep consideration. I maintained the website's original header and footer options, which the footer gave insight into their rich history with accolades and the 'History' selection.






The homepage has been updated with categories for each item.

Overwhelmed by choice

Items are sorted by their sub-category.

Finding labels with

unfamiliar names

I researched multiple e-commerce and vintage sites to use the industry-standard category names.

Indistinct product categories

The user is given the option for guest checkout or sign-in and the payment details from the previous purchase are saved.

Having to remember

payment details

I included a collapsing messaging service as well as the contact information in the header & footer, where the phone number is clearly displayed to reduce clicking to another page.

Having no person to

call for help




Using inspiration from CB2 and IKEA, I was able to have the initial prototype finished and tested within 1 week, following the design sprint as closely as possible, which provided me with ample time to iterate.



The results of the usability testing of 3 participants provided me with valuable insight including:


"If I open up a webpage, I want to see the categories on the left-hand side."

No clear sign-in option.

No hamburger menu.


I added a clear sign-in option on the top right.

I moved all the categories into a hamburger menu on the left-hand side.


"I like it when it's 1 page and there are sections."

Previously, I designed separate check-out pages but user feedback indicated the desire for less clicking and pages.

Post-testing iteration features an accordion-style check-out menu.

By reducing the scrolling or clicking (re-directing) I minimized the frustration of being taken to multiple pages and the risk of users dealing with longer loading which leads to site abandonment.


"It feels like you're fighting the trend."

This isn't a time to reinvent the wheel. Initially, I designed with inspiration from multiple brands but after testing, all 3 testers mentioned that they're most familiar with Amazon, which inspired many of the changes.

Hamburger menu

on the left

1-Click Ordering

"Whenever I look for 'About Us' it's on the bottom. Because its the norm now. Just because it's not being done doesn’t mean its bad. It's not based on bad design but based on what's the norm and used to."

The mere-exposure effect is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.

Follow Daniella's journey through purchasing a product



My design intention is to be minimal and include only what is essential. 

I maintain the approach of beginning with the end in mind, showing the value to the user without having to sign-up first, and understanding that the early prototypes describe the problems more than the opportunities so always maintaining an eye on the time, resources, and investment into each process.


I chose Android because
1. There is a higher user rate than Apple.
2. Significantly different design conventions such as the navigation and FAB.

About Us


Contact Us

Thank you to my peers for the constructive feedback, ideas, thoughts, perspectives, and time invested in helping me.


Thank you to my participants who helped shape a thought into a design.