Project Overview
The goal of this project is to design an intuitive and engaging web experience that reflects the core values of convenience, accessibility, and personalization. Anchored by the principles “Shopping made easy,” “Products that meet your needs,” and “A shopping experience anywhere, anytime,” the website aims to provide a seamless journey for users to browse, discover, and purchase products effortlessly.
A key part of this project was creating a cohesive brand identity and incorporating it into the user interface design. This included defining elements like typography, color schemes, and iconography to ensure the brand’s personality was reflected in every aspect of the website. By aligning the visual design with the brand identity, I was able to create a user experience that feels polished, engaging, and consistent throughout the site. The branding not only enhanced the UI but also reinforced the core values of the shopping experience.
Objectives
The objective for an e-commerce app could be to provide customers with a user-friendly and convenient platform to browse and purchase products online. Some specific objectives that can be targeted are:
“As a customer, I want to be able to place multiple items in a shopping cart, so that I can purchase more than one item at a time.”
“As a customer, I want there to be a variety of payment options, so that I can choose the payment method that suits me best.”
“As a customer, I want to see what other customers have said about products and how they have rated them, so I can better judge whether the item is right for me.”
Who
Exploration Essentials is an outdoor gear company dedicated to building versatile products designed to support any adventure, offering protection from harsh elements like cold and rain.
What
A thoughtfully designed e-commerce website paired with a cohesive brand identity. The project focused on showcasing the brand’s values through a seamless user interface, featuring necessary tools like product browsing, size selection, and adding items to the cart. The designs were crafted to reflect the company’s dedication to convenience, accessibility, and personalization.
Where
The website was designed for both mobile and desktop platforms, ensuring an adaptable and consistent user experience across devices.
Why
To provide outdoor enthusiasts with an intuitive and engaging shopping experience that aligns with the company’s mission of delivering reliable, versatile products. By integrating strong branding into the user interface, the project aimed to enhance usability while reinforcing Exploration Essentials’ identity as a trusted name in outdoor gear.
Brand Values
Durability
Our products are built to last, designed with high-quality materials that stand up to the harshest weather conditions. We prioritize longevity, ensuring that your gear remains reliable and effective, adventure after adventure.
Innovation
We continually seek out and incorporate the latest in fabric technology and design to create gear that performs at the highest level. Whether it’s utilizing advanced materials like GORE-TEX® or refining our designs for better functionality, innovation is at the core of what we do.
Functionality
Every item we create is made with a purpose, focusing on practical features that enhance your experience in challenging environments. Our gear is thoughtfully designed to provide maximum protection, comfort, and convenience, ensuring you’re always prepared.
Style
We believe that performance and aesthetics go hand in hand. Our minimalist, bold designs ensure that you look as good as you feel, whether you’re exploring the city or the outdoors. Our gear is a reflection of your adventurous spirit, combining functionality with a modern, urban edge.
Mission Statement
At Exploration Essentials, our mission is to empower adventurers with versatile, high-performance gear that provides protection against the elements and enhances every journey. We strive to combine innovation, functionality, and style, ensuring our products support exploration in any environment while inspiring confidence in every step.
Logo & Branding Design
When I started working on the logo for Exploration Essentials, I wanted something bold and modern to match the brand’s adventurous, performance-driven identity. I ended up choosing Neue Haas Grotesk as the primary font because it’s clean and striking—exactly the kind of vibe I was going for. To give it a little extra character, I added a small leaf icon at the end. The leaf ties into the brand’s connection to nature and adds a subtle splash of color with an earthy green. It felt like the perfect touch to balance the boldness of the font while staying true to the brand’s identity.
I also wanted the logo to be flexible enough to work in different contexts, so
I created a couple of variations. One version uses just the leaf as a standalone secondary logo, which is great for things like social media icons or smaller spaces. I also made a text-only option for even more versatility. To see how the logo could adapt, I tested it out with four different color schemes. This helped me make sure the design looked good across a variety of applications—whether it’s on a website, product packaging, or marketing materials.
Typography
Color Scheme
Logos
Design Proccess
While working on the early sketches and medium-fidelity wireframes for Exploration Essentials, I dove into researching e-commerce sites and apps, focusing on outdoor and athletic apparel brands like Nike, Adidas, The North Face, Patagonia, and others. This deep dive gave me valuable insights into how these brands create intuitive, user-friendly experiences. By identifying common patterns and best practices, I was able to design an interface that feels both familiar and effortless for users.
This research was especially helpful in shaping key elements of the site, like organizing menu options and designing interactive features for selecting colors and sizes. These details play a critical role in the shopping experience, so it was important to get them just right. Taking inspiration from industry leaders allowed me to create a design that’s both functional and tailored to the needs of Exploration Essentials’ audience.
User Flow
Early Wireframe Sketches
Medium Fidelity Wireframes
Final Designs
The final designs expanded on the wireframes by incorporating the brand’s visual identity to create a cohesive user experience across both mobile and desktop platforms. For mobile, I focused on crafting a clean, intuitive layout that prioritizes accessibility and makes navigation effortless. The homepage was then resized and adapted for desktop, keeping the design consistent while fully utilizing the larger screen space.
A significant challenge I faced when creating the final designs was detailing my layout and elements. My original wireframes had some slight inconsistencies that didn’t translate well into the final design. Going back and ensuring those inconsistencies were addressed and maintained across the designs was crucial to achieving a polished, cohesive result.
To bring the prototype to life, I added features that enhance the overall experience, such as a scrollable product image on the product page. This feature was designed to give users a clear, detailed view of the products in a way that feels easy and familiar. These final touches helped tie everything together, ensuring the designs are polished, user-friendly, and aligned with the brand’s mission.
High Fidelity Wireframes
Prototype
Home Screen - Desktop
Style Guide
Mockups
Solution
To create an intuitive and accessible shopping experience for Exploration Essentials, I designed a website that reflects the brand’s core values while focusing on the user’s needs. I incorporated a streamlined layout that makes browsing easy and ensures a smooth flow from one page to the next.
I ensured the site was responsive for both desktop and mobile, with clear typography and intuitive icons to enhance accessibility. Key functions like adding multiple items to the cart, offering a variety of payment options, and including product reviews were integrated to create an easy shopping experience for users.
This solution combines usability with the brand’s identity, providing a seamless shopping experience that aligns with Exploration Essentials' mission to deliver versatile, high-quality gear for any adventure.
