Initial Design Challenges
Displayed to the left is the initial redesign draft of the website. While it marked a shift toward a more modern aesthetic, several key usability and visual hierarchy issues still needed to be addressed before full implementation:
- Image Obstruction: The primary call to action button covered a significant portion of the product images, detracting from the emotional and visual appeal central to LoveTalla’s brand.
- Readability Issues: Overlay text lacked sufficient contrast and spacing, making it difficult for users to quickly scan and understand the messaging especially on mobile devices.
- Cluttered Layout: The original layout presented product categories in a rigid grid format, which increased scroll time and felt outdated, particularly on smaller screens.
- Disconnected Storytelling: While the brand values emotional connection and storytelling, the initial design didn’t support this effectively through layout or content hierarchy.
These issues highlighted the need for a more intentional, user centered redesign one that prioritized visual storytelling, accessibility, and a seamless path to purchase.
Mobile Website Redesign in Figma
Goal: Improve the mobile and desktop user experience by reducing scroll fatigue and enhancing product storytelling through a high-end yet approachable layout.
To address user pain points around excessive scroll time and outdated layout structures, I collaborated with our web development team and supervisor to redesign LoveTalla’s product showcase. Our objective was to position the fingerprint keepsake jewelry as both emotionally meaningful and visually premium beyond just memorialization while maintaining accessibility in price and tone.
Using Figma, I created a mobile first interactive prototype that restructured the product layout from a static category grid to a horizontally scrollable carousel. This modern UI pattern reduced vertical scroll time and aligned with common e-commerce heuristics for smoother browsing.
Additionally, we reorganized the product categories to emphasize narrative driven browsing, reflecting LoveTalla’s brand mission: keepsakes should celebrate all stages of life, not only loss. By integrating UX principles such as visual hierarchy, progressive disclosure, and affordance, the redesign elevated the emotional storytelling without compromising usability or performance.
Final Redesign of Website implemented - Desktop
Goal: Enhance the User's experience by reducing scroll fatigue, elevating visual storytelling, and reinforcing the brand’s mission to normalize keepsakes as everyday sentimental gifts.
To improve usability and better communicate LoveTalla’s evolving brand message, I led the design of a mobile-first prototype using Figma in collaboration with our web development team and supervisor. Our goal was to reduce scroll time, modernize the presentation of fingerprint keepsakes, and help users understand that these products aren't just for memorials, but for celebrating all of life’s milestones.
Key UX Improvements:
- Hero Redesign: Updated the hero image and copy to immediately convey emotional storytelling and a high end aesthetic.
- Reduced Scroll Fatigue: Replaced outdated category grids with horizontally scrollable carousels, improving content discoverability and aligning with mobile first interaction patterns.
- Story-Driven Layout: Reorganized product categories around user intentions (e.g., celebrations, memories, milestones) to guide users through narrative driven browsing.
- Encouraged Exploration: Integrated visual cues and calls to action that linked to social media and customer stories to build trust and engagement.
Tools & Methods:
- Figma for prototyping and interactive wireframes
- User journey mapping to align layout with storytelling goals.
- Collaborative iteration with development and leadership
Impact:
- 30% increase in purchases within the first month of implementation
- Notable reduction in support tickets related to website navigation and fingerprint submission confusion
- Improved user engagement through modern UI elements and clear product framing
This redesign balanced brand storytelling with practical improvements, making it easier for users to browse, understand, and connect emotionally with the product.