E-commerce mobile website

Client project for General Assembly UX Course



The Sake Guys is an online purveyor of quality Japanese sakes with the intention of making them easily accessible and affordable. They engaged my team to help them re-design their website.
We understood that most of their current customers typically browse and make purchases on their mobile phones, hence the team has narrowed our focus on redesigning the mobile interface.
Uncovering the behaviour of sake consumers
Our team interviewed 18 individuals, aged 21 to 57, to find out about their drinking alcohol consumption habits and general shopping habits. We also conducted usability test with 4 participants  on the existing mobile website. Through this test, we were able to identify the strengths and weaknesses of the current site and map out the customer journey map.
UX audit of existing website
User personas
Shaping our user personas
Our two personas are Discerning Derek and Excitable Ella. Based on the insights we got from out users, we crafted a problem statement: Consumers are hesitant about purchasing from The Sake Guys website as they are unable to determine if the products match their budget and taste.
Design and wireframing
Designing a delightful shopping experience
After identifying the personas whom we were designing for, our team ran a design studio and let our creative juices flow. We came up ideas through hand-sketches, before turning them into lo- and hi-fi wireframes.
Behind the scenes!