iTeaWorld
Project 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 showcasing 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 discovery, educate them on tea culture, and build trust in the brand’s authenticity.
Timeline: 3 weeks
Team: Solo project
My Role: UX & UI Designer
Tools: Figma, Maze, Miro, Google Forms
User 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 simpler product discovery.
Usability testing highlighted issues such as disappearing menus, cluttered layouts, and overwhelming product descriptions. These insights pointed to clear opportunities for improving the overall user experience.
I organized the interview feedback into themed clusters using affinity mapping. By translating raw responses into “I statements,” I captured users’ voices in a more actionable way. These distilled user needs became the foundation for prioritizing features and guiding design decisions.
Persona & Problem.
From the research, I created a primary persona to guide design decisions:
Meet Tia
Tia is a health-conscious tea lover who seeks organic, pesticide-free blends. She values clarity, trust, and a seamless online shopping experience.
“I look for a specific tea for each ritual I’m going for, depending on the mood and the season.”
Problem Statement
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 Process.
I started with low-fidelity wireframes to explore layout and navigation, drawing inspiration from calming, wellness-focused design trends that reflect iTeaWorld’s brand. These early sketches shaped the site’s overall structure and user flow.
Next, I created mid-fidelity wireframes and conducted informal user tests to assess clarity and usability. The feedback validated the direction and gave me confidence to proceed to high-fidelity design.
For the high-fidelity design, I applied brand colors and refined typography to create a warm, modern feel. Custom logo work 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.
Usability Testing & 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, improving 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