Tocaya

2021 E-Commerce WEB DESIGN

With a website already established, Tocaya again approached Canvas United again to create a secondary E-Commerce section to be added to their website. Featuring a wide variety of apparel created with 1970’s inspired California lifestyle brand, Aviator Nation.

As the project’s art director, I was responsible for both the art direction and the execution of the web design.

The Ux Process

User flows,Journeys,Wireframes

Based on the insights gained from the initial content audit, competitor analyses and card sorts, I created a sitemap to visualize the connections between pages and content. I explored user flows and journeys to identify pain points for the users. Through this, I was able to identify all the screens that were not needed or needed for the user to complete different tasks. After identifying the screens, wireframes were craeted to help determine content hierarchy. After selecting a combination of wireframes, I translated these digitally in Figma and created a prototype that was user tested in order to find additional susceptibilities.

Visual Designs

For this project, a UI system was already in place so only small additions were added to the guide. I carried over the current visual guidelines into the e-commerce section to ensure that it was visually cohesive to the Tocaya brand.

Design Decisions

• Additional UI elements were added to be reflective of the new components created for the e-commerce page.

• Other visual elements like web banners were created to be dispersed throughout the page.

Conclusion

Exploring user flows and journeys was an integral part of the overall process. Since I focused more on this step early on, I was able to eliminate a lot of unnecessary screens that detracted from the user task flows. This is especially important in the e-commerce checkout flows.