-Overview:
Samoolam is an eCommerce portal that needed to be redesigned with a modern minimalistic look. Its design was beginning to show its age, previously its content was more focused on a social issue and now they wanted something focusing on just their products & brand. It needed a fresh start.
I had a round of interviews with stakeholders to review the old site and determine what the new flow needed.

-Why are we building this? +Info Gathering
One of the main goals of the site was to drive conversions. So, we immediately knew that prospective buyers (and possibly the retailer) would be at the top of the list of target users. As we spoke with them about business objectives, personas and target audience, content needs. We assembled all the valuables for the kick start.
An easily maintainable website was a secondary goal of ours which was mainly focused on the UX.

-Process
Stage 1 (Architecture)
The very big part of the design overhaul was the information architecture. The old site had a different sitemap (One of the main was the Story section) which had to be cut down to make a smooth flow to achieve an outcome. Shifting through and categorising it all in a way that would make sense to our target audience was a task. To follow this, I listed down the user needs and requirements supporting flows and wireframes.

Stage 2 (The Design)
Once I had the bigger picture sorted out, I gave a look & feel to it, then putting it into XD for in-hand experience on different devices. Once we were ready to move forward with collective data (Pictures & base of the website) I worked on visual design & interactions covering the functionality.

Stage 3 (Documentation)
After tasting the in-hand experience, I pulled the design over mock-ups & documented it to present to the client.

-Impact
I also worked on promotion campaigns on social media with the marketing team & lead social media designers. From 10-15 conversions we resulted in 40-50 within one month. We tracked the footmark of users weekly which helped us optimize the site more.