ASW Reimagined

Art Supply Warehouse, my current workplace’s website, is a mom & pop art supply retailer. I breathed new life into the current website’s homepage, product page, and gallery page, in both desktop and mobile versions.

Problem

Art Supply Warehouse’s old UI suffered from a myriad of issues:

  • convoluted information architecture

  • outdated user interface

  • information overload

Role

Research, Design Direction, Prototyping

Research

Who were the users?

  • ASW customers

  • ASW employees

What kind of research was conducted?

Secondary/competitor research. Compiling a list of other e-commerce businesses was just the beginning of a UI/UX rehaul. After making note of UI trends such as: product listing formats, navigation standards, and functional animations.

ASW’s Original UI

Color- ASW’s old UI utilizes mostly dark gray and their signature red, with white accents. In order to freshen up their aesthetic, a more saturated color needed to take center stage in place of the grey. The navy blue exudes reliability, professionalism and easygoingness.

Navigation- ASW’s old navigation is convoluted because of a lack of care put into organizing each category. This paired with the perpendicular Departments menu and the red navigation bar result in a crossroad where users are forced to subconsciously reconfigure their thoughts

Solution- by collapsing the previous Departments menu into the original header, the website benefits from a more minimal and straightforward interface.

Revised Information Architecture

Old

Mobile Website Product Pages

Mobile Website Gallery Pages

New

Conclusion

ASW’s old website suffered from cognitive overload, drab aesthetics, and confusing navigation. By eliminating visual clutter, revamping the color palette and restructuring the information architecture, I’m confident in ASW’s improvement in customer retention and overall usability.