Fresh Web Redesign

Fresh's redesigned website provides a more intuitive, interactive experience that aligns with Fresh’s brand identity while ensuring ease of navigation and user journey.

Duration

February - March 2025

Role

Researcher

UI/UX Designer

Tools

Figma

Illustrator

Photoshop

Challenge

How can we increase Fresh’s web traffic by having ease of navigation and capturing the brand identity?

Jump to Process

Design Decision Highlight

01/

Home Page that Has a Strong Brand Identity

Simplified and refined the previous confusing category to enhance user understanding and ease of selection. Additionally, to reflect the brand’s identity, I designed the banner using the brand’s primary color, blue.

02/

Interactive Experience

Based on user feedback, the best sellers page includes an interactive filter based on product function and skin type. Such interactions prompt users’ curiosity and enrich user experiences.

03/

Efficient Product Details Page + Social Media Connection

I placed the product details at the top to ensure users can quickly access essential information. Additionally, I used icons to convey the product's features effectively. At the bottom, I implemented a similar product recommendation feature and included influencer reviews to provide detailed information about the product and lead consumption.

Research Stage

To investigate the primary cause of the decline in web usage, I began by thoroughly reviewing the brand guidelines and conducting comprehensive market research.

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