This was my very first UX/UI project for one of my favourite e-commerce stores/online communities: Food52.

The task was to improve the shopping experience by making ‘SALE’ items easier to find, streamlining the steps to checkout, and making this process sleek, smooth, enjoyable, and fluid.

I also re-designed the interface to be less cluttered and more visually enticing.

As part of the research phase of this project I created three user personas, and a potential user journey for each. Mapping these out was extremely helpful as it presented me with a number of opportunities for improving the usability of the site.