ITeaWorld
challenge.
iTeaWorld, an e-commerce website designed for tea enthusiasts seeking high-quality, organic tea options. The goal of the redesign was to create a seamless and engaging user experience that better supports customer needs.
The key challenge was to improve overall usability while establishing a cohesive visual identity that reflects the brand’s values.
research.
I began with a deep dive into the existing user experience to identify pain points, understand user behaviors, and uncover opportunities for improvement.
I conducted six user interviews, including both frequent tea drinkers and first-time buyers. Through these conversations, I uncovered shared frustrations and preferences—specifically a need for clarity, trust, and easier product discovery.
With those insights in hand, I shifted focus from what users were saying to how they were interacting. Usability testing quickly revealed more steeped frustrations—menus that vanished too soon, cluttered content, and product descriptions that were overwhelming rather than being informative.
I organized the interview insights into themed clusters through affinity mapping. By translating raw feedback into “I statements,” I was able to capture the voice of the user in a more actionable way. These distilled user needs became the foundation for prioritizing features and design decisions moving forward.
define.
From my research, I synthesized findings into a clear user persona. Meet Tia— A health-conscious tea lover who brews with purpose. Raised on homemade blends, she now seeks organic, pesticide-free options that match her lifestyle. Tia embodies the mindful shopper—craving clarity, trust, and a smooth online journey.
“I look for a specific tea for each ritual I’m going for, depending on the mood and the season.”
Problem Statement
Tia needs a better way to find authentic, high-quality tea because she struggles to find a trustworthy local tea shop that offers her various tea options curated to her specific needs.
information architecture.
With a clear understanding of the user and goals, I began ideating solutions to address the usability issues and improve overall experience.
I reorganized the sitemap to make key sections easier to find and scan. Content was shortened, grouped logically, and structured to support fast browsing and product discovery.
design.
I began by sketching low-fidelity wireframes to explore layout ideas, drawing inspiration from calming, wellness-focused design trends. These early concepts helped shape the structure and flow of the experience.
I then created mid-fidelity wireframes and tested them with a few users to ensure clarity and ease of use. Their feedback confirmed the layout and content were effective, guiding the transition to high-fidelity designs with confidence.
I applied brand colors and refined typography to create a warm, modern feel. A custom logo and product imagery helped reinforce iTeaWorld’s credibility and uniqueness.
Ultimately, I tested the final prototype with users to validate design decisions and confirm the improved experience.
feedback.
Participants reported a smoother, more pleasant experience. The navigation felt intuitive, the content was easier to digest, and the brand came across as more trustworthy and professional. Users also found it easier to identify and compare teas aligned with their preferences.
Key Takeaways
Simplifying product descriptions improved clarity and engagement
Better navigation and structure led to increased user confidence
A cohesive visual identity strengthened brand trust
Interactive elements supported both new and returning tea lovers