Timeline
9 weeks
Role
Lead Designer
Team
Carter Hinds
Me
Toolkit
Figma
Autodesk Maya
FigJam
Overview
Saffi— a transliteration of the Arabic word meaning purity, sincerity, and clarity— is an e-commerce website concept developed for a User Experience II course. The project focuses on expressing this brand identity through a clean, visually refined interface while guiding users through a clear and intuitive journey from product discovery to the shopping cart.
Problem
How do you create a strong brand identity with an emphasis on culture and values while incentivizing a smooth shopping experience?
Online shopping carts are abandoned often due to friction in the checkout process
Users form an opinion about a website in seconds, influenced by visual design and clarity
Users struggle to find e-commerce experiences that balance a strong, meaningful brand identity with a clear and intuitive shopping journey, often leading to visually appealing sites that sacrifice usability or functional sites that lack emotional connection.
Process
Everything begins with an idea. Ours started on paper.
Our goal was to communicate Saffi’s brand identity while maintaining a focused and uninterrupted user experience. Users need to entertained visually and still have a clear user journey.
Solution
Our goal was to communicate Saffi’s brand identity while maintaining a focused and uninterrupted user experience. Users need to entertained visually and still have a clear user journey.