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"E-Commerce Redesign"

The Company

·VWOLFY is a small business in Denver manufacturing beautiful, strong and customized metal, inspired and used by the aerial art world. This local company was founded by metal worker, Tim Omspach, a very humble and creative man that appreciates every single one of his customers. 

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Current VWOLFY Website

Current VWOLFY Website

So, what’s the problem??

The majority of his customers are Colorado locals and other nearby states. In other words, VWOLFY news is mostly spread by word of mouth. If you were lucky enough to hear about or try one of his sturdy, cool structures; you were ahead of the game. Unfortunately, the website does not look as professional and clean as his incredible craftsmanship. So, if you didn’t get a personal recommendation to his shop, one could easily question the legitimacy of the website, or worse, the products.

This was a solo project where I took on the role of Project Manager, UI/UX Designer and Researcher.

Tools: Figma, Trello, Zoom

Timeline: 12 days

Challenges: Niche hobby/artform.

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Comparative and Competitive Analysis

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In order to gain a deeper understanding of aerial equipment websites, I decided to create a Comparative and Competitive Analysis. This helped clarify what was missing or needed in order for a successful redesign; for example: customer reviews, guest checkout and payment options.

Interviews & Usability Testing

I started by interviewing and performing usability tests from the current website on four very different people that love to shop on local, e-commerce websites. Two of them were familiar to the aerial community and the other two were not.

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The Usability Test results helped better identify current pain points being experienced. The User Interface of the original site caused all four users not to feel secure or led them to question the craftsmanship. More specifically, the disclaimer should not be the very first thing you see and the pixilated flames were a regrettable design choice. Most users could foretell their frustration. Other navigation issues that arose were confirmation lags and the lack of payment options that are very much desired.

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Card Sorting

Then, I used a (virtual) card-sorting technique in order to better categorize and organize these niche products. After conducting 6 card sorts, the results were very telling and led me to create a new and improved site map for a more seamless navigation.



Saffron is an experienced aerialist that loves to be in the air as much as possible. Consistent practice and accessibility are without question. Ever since the pandemic hit, these necessary factors have been impossible with all the dance studios closing.


Needs to be able to teach and practice remote



The pros and cons from shopping small business

Having zero access to her passion

Sassy Saffron


Age: 35

Occupation: Professional Aerialist

Location: Denver


Saffron is unable to practice aerial dance due to the lack of accessibility to dance studios since the pandemic hit. She needs to feel secure and trusting of a local business that can provide the tools she needs to succeed. 


We believe that improving the site’s user interface and added features will make users feel more trusting and secure buying such heavy and expensive products.

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Mid-Fi Prototype

+ Usability Test findings...

  • Convert arrow button to a NEXT button


  • Change title to SHIPPING PAGE

         -Have the check box marked (is shipping                    address the same as billing)


  • Confirmation page= move order box back into grid


  • Include a footer


  • Icons are too big

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High-Fi Prototype

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What's to come....

  1. Usability Testing on Hi-Fi Prototype

  2. Add animation and interactions

       -Creating a more dynamic feel

    3. Continue to build trust and security

       -Further background

      -Safety Information

      -Set Up Video

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