iTeaWorld
Overview.
iTeaWorld, is a local online tea shop offering a curated selection of high-quality, organic tea options. This redesign aimed to enhance the experience for curious tea drinkers by highlighting the brand’s storytelling and creating a more inviting, intuitive e-commerce journey.
The Challenge: Improve usability and visual appeal while preserving the small-shop charm that sets iTeaWorld apart. The new experience needed to guide users through product exploration, educate them on tea culture, and build trust in the brand’s authenticity.
Timeline: 3 weeks
Team: Solo project
My Role: Led end-to-end design process including user research, affinity mapping, comp analysis, information architecture, wireframing, high fidelity prototyping, and usability testing.
Tools: Figma, Maze, Miro, Google Forms
Research.
To understand user needs and pain points, I conducted six interviews with both frequent tea drinkers and first-time buyers. Key themes emerged around the need for clarity, trust, and easier product discovery.
Usability testing further revealed issues such as disappearing menus, cluttered layouts, and overwhelming product descriptions; highlighting key opportunities to improve the overall user experience.
I organized the interview insights into themed clusters through affinity mapping. By translating raw feedback into “I statements,” I was able to capture the voice of the user in a more actionable way. These distilled user needs became the foundation for prioritizing features and design decisions moving forward.
Define.
From my research, I created a user persona: Tia, a health-conscious tea lover seeking organic, pesticide-free blends. She values clarity, trust, and a seamless online journey.
“I look for a specific tea for each ritual I’m going for, depending on the mood and the season.”
Problem Statement
Tia needs a better way to find authentic, high-quality tea because she struggles to find a trustworthy local tea shop that offers her various tea options curated to her specific needs.
Information Architecture.
With a clear understanding of the user need and goals, I began ideating solutions to address the usability issues and improve overall experience.
I reorganized the sitemap to make key sections easier to find and scan. Content was shortened, grouped logically, and structured to support fast browsing and product discovery.
To demonstrate the core e-commerce experience, I focused on a straightforward task flow: finding an item, adding it to the cart, and completing checkout. This flow was essential to showcase seamless navigation and ease of use. Key factors for any successful e-commerce platform.
Design.
I started with low-fidelity wireframes to explore layout and navigation, drawing inspiration from calming, wellness-focused design trends that reflected iTeaWorld’s brand. These early sketches shaped the site’s structure and user flow.
Next, I created mid-fidelity wireframes and ran informal user tests to assess clarity and usability. Feedback validated the overall direction, giving me confidence to move into high-fidelity design.
I applied brand colors and refined typography to create a warm, modern feel. A custom logo and product imagery helped reinforce iTeaWorld’s credibility and uniqueness.
Ultimately, I tested the final prototype with users to validate design decisions and confirm the improved experience.
Feedback.
After multiple rounds of usability testing, participants described a smoother, more enjoyable shopping experience. The navigation felt intuitive, the content was easier to digest, and the brand appeared more trustworthy and professional. Users also found it easier to discover and compare teas that matched their individual preferences.
The redesign elevated iTeaWorld’s website from cluttered and inconsistent to clear, credible, and user-friendly, enhancing both first-time and returning customer journeys.
Post-test feedback:
Simplified product descriptions improved clarity and engagement
Enhanced navigation increased user confidence throughout the flow
A cohesive visual identity strengthened trust in the brand