Due to a non-disclosure agreement (NDA), the company name and certain details have been anonymized.
All information in this case study is my own and do not reflect the values of the company.
Role: UX/UI Designer (end-to-end process)
Timeline: 6 weeks
Tools: Figma, FigJam, Excel
Team: Solo designer working with Software Developer
Originally a local liquor store, this company has grown into an alcohol retail brand, expanding into e-commerce and event hosting. As they refine their identity, they're investing in their digital presence and brand development. Their existing Shopify storefront, built without UX expertise, suffered from usability issues, visual inconsistencies, and a high checkout drop-off rate, compounded by negative customer reviews that reflected low trust.
Dataset Size: 50 user reviews (gathered from publicly available forums and third-party review sites)
Screenshot taken from TrustPilot
July 2025
Initial state of the site
The homepage's cluttered layout and multiple competing banners create visual chaos. Text contrast is inconsistent, and small font sizes reduce readability.
The 'Pre-Order' lacks structure and hierarchy and also contains information not relevant to users, making it difficult to quickly understand its purpose.
The layout of the 'Featured Distilleries' section is confusing, with small text and low contrast that disrupts the visual flow.
Applying the Principles
I conducted a heuristic evaluation to assess the site’s usability and surface opportunities for improvement. The interface suffered from significant usability issues, deviated from common e-commerce conventions, and contributed to low trust and negative customer sentiment. This evaluation confirmed the need for a redesign and highlighted actionable ways to improve navigation, clarity, visual hierarchy, and overall user experience.
Frequency and severity of heuristic violations across the site.
Consistency/standards, aesthetic/minimalist design, and real-world to system match emerged as the areas most in need of attention.
Deal of the Month Banner
Violations: Aesthetic & Minimalist Design, Accessibility, Trust & Credibility, Visibility of System Status, Recognition vs. Recall
Featured Distilleries Banner
Violations: Aesthetic & Minimalist Design, Accessibility, Consistency & Standards, Recognition vs. Recall, Visibility of System Status
Pre-Order Section
Violations: Visibility of System Status, User Control & Freedom, Aesthetic & Minimalist Design, Trust & Credibility
Success Criteria
The redesign was guided by three core objectives:
Build Trust: Establish a credible and professional storefront that reassures users the brand is legitimate and reliable
Improve Visual Hierarchy: Create a clear, structured layout that directs attention to key content and supports effortless navigation
Enhance Accessibility: Ensure text colors and interactive elements meet accessibility standards so the experience is usable for all visitors
By focusing on these goals, the redesign aimed to reduce user hesitation, improve engagement, and strengthen alignment with modern e-commerce expectations.
Navigating collaboration barriers with the development team
The website had been solely developed by one developer for over five years, which made introducing UX improvements challenging. Longstanding workflows and resistance to change required me to communicate design rationale thoughtfully, align stakeholders, and advocate for user-centered updates despite internal friction.
Platform constraints from Shopify’s themes and apps restricted design flexibility
Shopify’s theme and app limitations posed constraints on design flexibility, requiring creative problem-solving to balance platform capabilities with user experience goals. I adapted designs to fit within these boundaries while preserving usability, brand consistency, and business objectives.
While implementation was limited, my work led to a 33% increase in conversion in Q2 from Q1. The design was well received and laid the foundation for a more premium, user-centered experience.
Homepage Design
TYPOGRAPHY
Heading 01
h1 ( georgia - regular ) 52px
Heading 02
h2 ( helvetica neue - bold ) 28px
Heading 03
h3 ( georgia - bold ) 24px
Heading 04
h4 ( georgia - italic ) 24px
Paragraph 01
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque.
p1 ( inter - regular ) 16px
Paragraph 02
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque.
p2 ( inter - regular ) 16px
UI ELEMENTS
#FFFFFFF
#ECE6DD
#E17951
#2B2B2B
PRIMARY - GLOW
LEARN MORE
LEARN MORE
PRIMARY - GROW
LEARN MORE
LEARN MORE
SECONDARY
LEARN MORE
LEARN MORE
TERTIARY
LEARN MORE
LEARN MORE
Added to cart
QUICK ADD
QUICK ADD
Add to Cart Flow
Improved trust signals: Clear product details, verified reviews, and consistent branding to make the site feel more legitimate and professional
Enhanced usability: Simplified layouts, consistent visual hierarchy, and removal of irrelevant content help users navigate the site more easily
Accessibility improvements: Larger fonts, higher contrast, and descriptive labels improve readability for all users
Expected business impact: These changes are designing to reduce cart abandonment, increase engagement and support higher conversion rates
Alignment with UX best practices: The site now follows modern e-commerce conventions and accessibility standards
The most challenging aspect of this project was communication and collaboration with the developer. Introducing new design directions to someone who had built the original site from the ground up required thoughtful negotiation and clear justification for each decision. This experience strengthened my ability to navigate differing perspectives while staying focused on delivering an optimal user experience. It also reinforced the importance of patience, open communication, and advocating for design decisions rooted in user needs.
Post-launch, the next phase would involve monitoring key performance indicators (cart abandonment rate, conversion rate, user engagement) to determine whether or not the design is improving the site as intended.
Additional usability testing could help validate the effectiveness of new features introduced during the redesign.
Collaborating with the marketing team to better improve brand visibility and integrate educational content is also a key consideration moving forward.
