OVERVIEW

The Kiki Mason redesign was all about bringing the brand’s unapologetic personality to life online. While we originally worked with a development team to build the site, the final result didn’t fully capture the seamless, user-friendly experience I envisioned. As a UX/UI designer, I took the lead in reworking the site- refining the user flow, improving accessibility, and ensuring every interaction felt intuitive and aligned with the brand’s bold identity. The end result? A digital experience that’s as functional as it is fearless.

ROLE:

PRODUCT DESIGNER

(UX/UI)

TIMELINE:

ONE YEAR

TOOLS:

FIGMA, SHOPIFY, SKETCH, PHOTOSHOP

DELIVERABLES:

User Research, wireframes, High-Fidelity UI design, interaction design

CONTENT CREATOR

After the redesign the owners decided to shut down KikiMason.com.

THE PROBLEM

User research uncovered several critical issues affecting the shopping experience on the Kiki Mason website. Many users found the navigation confusing, making it difficult to browse and locate products efficiently. On mobile, clunky interactions and poor responsiveness led to frustration and drop-offs, limiting engagement. Additionally, the website failed to fully embody Kiki Mason’s bold and unapologetic brand identity, resulting in a disconnect between the digital experience and the brand’s personality. Lastly, the checkout process was overly complicated, causing unnecessary friction that led to abandoned carts and lost sales. These challenges highlighted the need for a redesign the prioritized usability, accessibility, and brand cohesion.

THE SOLUTION

User research revealed key pain points that guided the redesign strategy. Many users struggled with navigation, finding it difficult to locate products efficiently, so I streamlined the site structure with clearer categories, improved filters, and an enhanced search function. The mobile experience was another major issue, with clunky interactions causing frustrations and drop-offs. To address this, I implemented a fully responsive layout with touch friendly interactions, optimized menus, and larger tap targets for seamless browsing. Additionally, users felt the original site didn’t fully capture Kiki Mason’s bold personality, so I integrated high-contrast visuals, dynamic product layouts, and striking typography to better reflect the brand’s energy. Lastly, checkout friction led to abandoned carts, so I simplified the process by reducing unnecessary steps, enabling auto-fill options, adding a guest checkout, and incorporating multiple payment methods for a faster, more convenient shopping experience.

USER RESEARCH QUESTIONS & SURVEYS

To ensure the redesign aligned with user needs, I conducted research to uncover pain points and opportunities. Below are the key user research questions and how their insights informed the final UX/UI solutions.

How easy or difficult is it to find a specific product on the website?

Navigation & Browsing

What features would make product discovery easier for you?

How do you typically browse fashion websites- filters, categories, or search?

“It took me a while to figure out where to find the styles I liked. I expected more filters to help narrow down options.”

“I already know what I want, but I wish there quicker way to jump to my favorite pieces without scrolling so much.”

Mobile Experience

How would you describe your experience using the website on mobile?

What challenges do you face when shopping on your mobile device?

What aspects of mobile shopping make you abandon a purchase?

“I was trying to browse on my phone, but some buttons were too small, and I kept accidentally clicking the wrong thing.”

“The mobile experience doesn’t feel as smooth as other fashion sites I shop on.

Brand Perception & Engagement

Does the website design reflect the bold personality of the Kiki Mason brand?

What elements make a fashion website feel engaging and visually appealing to you?

What would make you trust this brand more when shopping online?

“I saw Kiki Mason on instagram, expected more engagement from the company and the website looking less generic.”

“I love the brand’s attitude, but the website doesn’t capture the energy. It should feel just as sassy and fun as the clothes.”

Checkout & Conversion

Have you ever abandoned your cart on our website? If so, why?

What would make the checkout process faster and easier for you?

What payment options do you prefer when shopping online?

“I wish checkout remembered my details so I didn’t have to re-enter them every time.

IDEATION- HOW MIGHT WE

To create a seamless, engaging, and brand-aligned website, I reframed the challenges using How Might We Questions to guide my design decisions:

CUSTOMER EXPERIENCE MAP

A product-based journey map was created to better understand the phases of the Kiki Mason shopping experience and how users interact with the brand , Through research, we identified key friction points and opportunities for improvement, ensuring a seamless, engaging, and inclusive shopping experience.

WIREFRAMING & PROTOTYPING

“I got to checkout but didn't feel like creating an account just to buy one thing, so I left.”