Redesign - Albany's Portfolio

First problem: Hierarchy

The website experience had a weak visual hierarchy and outdated design patterns, which made it difficult for users to complete purchases.
The goal was to reduce cart abandonment by 20%.

Goal: reduce cart abandonment by 20%

Navigation menu interaction showing poor usability and confusing user flow

Information Architecture

A new sitemap was developed to simplify navigation, clarify product categories, and align with user intent.

Click to expand site map.

The solution

The solution was:

Simplified cart layout.
Clear CTA and cost breakdowns.
Fewer required steps to complete a purchase.

These changes minimize decision fatigue, encouraging users to complete checkout.

Improved navigation solution showing clear user flow and intuitive design

Second problem: Inconsistent UI

Through user research and heuristic evaluation, I identified critical pain points that were blocking conversions and creating frustration.

Research Insights

⚠️ Pain Points	💡 Opportunities
01 Lack of real-time feedback for user actions	Introduce visual feedback and confirmation cues
02 Unclear and generic product categorization	Create intuitive, user-centered categories
03 Inconsistent UI components and typography	Apply a unified visual style guide across the site

Design System & UI Kit

A cohesive design system was created to ensure consistency across all touchpoints and streamline future development.

Color Palette

Color palette was tested for WCAG AA accessibility compliance.

Typography

Interaction & Buttons

Homepage Mockups

High-fidelity mockups showcasing the redesigned homepage with improved visual hierarchy and user experience.

Homepage Design

Clean layout with intuitive navigation and clear visual hierarchy to guide users through their floral shopping journey.

Refined Interface

Modern design system with consistent typography, spacing, and color palette that reflects the warmth of the brand.

Our Favorites Section

Curated collection showcase with emotional appeal and simplified product discovery to inspire purchases.

New Collection

Featured products with clear imagery and pricing upfront, removing friction from the shopping experience.

Adding Responsiveness

Mobile-first approach ensuring seamless experience across all devices with optimized layouts and touch-friendly interactions.

Results

The improvements touched every layer of the brand, from visual identity to UX structure and user trust.

Simplified navigation and clear hierarchy for faster decision-making.
Emotionally driven messaging to build connection and loyalty.
Refreshed product pages with delivery info upfront.
Cohesive visual identity that appeals to a younger, design-aware audience.

UX Redesign Case Study