Project Overview
Client: HEJIN Fashion
Objective: Modernize and elevate the luxury e-commerce experience to improve visual appeal and navigation.
The Challenge: The client preferred to stay on Squarespace, requiring a complete visual overhaul using only native platform elements.
The Challenge: Strategic Constraints
Many designers rely on heavy custom code or platform migrations to fix poor design. For HEJIN, the goal was to maximize the native capabilities of Squarespace’s Fluid Engine
The primary objectives included:
- Working strictly within standard layout blocks.
- Repurposing available structural options to establish a premium feel.
- Maintaining full platform stability and ease of editing for the client.
Affinity Diagram:
To process the high volume of qualitative user feedback efficiently, I designed a structured, context-specific AI prompt to group the comments into usability themes. Because large language models can hallucinate, I did not rely solely on automated outputs. Instead, I conducted a rigorous, row-by-row manual audit against the original participant transcripts to ensure absolute accuracy before beginning design iterations.
you can click on the image to enlarge the image above*
Results
Through comprehensive qualitative data synthesis, the affinity mapping process revealed that user friction was heavily concentrated around three core pillars: Information Transparency, Price Clarity, and Payment Confirmation. When these pillars fail, user trust degrades sharply, leading to immediate drop-offs and platform abandonment.
Customer Journey Map
This customer journey map visualizes a persona developed from the analysis of participant interviews, capturing realistic goals, motivations, and expectations. It identifies positive points, pain points, and areas of opportunity for the website to address. Supported by extensive affinity diagram research and usability testing, the persona and journey map were directly informed by recurring themes and insights uncovered throughout the research process.
User Flow Diagram:
This user flow diagram maps the end-to-end customer journey through the website, outlining the pages, decisions, and interactions users navigate to complete their goal of booking a vehicle. It provides a clear overview of the booking process and highlights key touchpoints throughout the experience.
Design & Wireframe:
Using the information gathered in the customer journey and affinity diagram through multiple interviews inspiring the design concepts highlighted to approach a successful design that aims to optimize user interaction while fully providing a satisfying experience
this being the initial design of the website but later on elements of the website were redesigned to the final elements shown in the prototype due to many reasons some elements were unattainable in display, other elements were unrealistic in application.
The Prototype
I was tasked with designing a comprehensive, website-focused solution specifically engineered to meet the unique ecosystem and needs of web-based companies.
