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Project Overview
Frenshe
Frenshe, implemented a smooth and intuitive e-commerce experience across the brand’s website and mobile app, allowing customers to easily discover, explore, and purchase wellness products with convenience. The project also elevated Frenshe’s online presence to broaden its reach, attract a larger audience, and strengthen brand connections, ultimately fostering higher engagement and long-term customer loyalty.
Key Terms
UI Design
UX Research
User Testing
Brand guidelines
Role
UX Designer
Tools
About Frenshe
The Challenge
The Problem Statement
The Design Process
I utilized the Double Diamond Framework to ensure every UI decision was rooted in verified user needs and business goals.
Discover/Define:
Conducted heuristic evaluations and user research to identify friction points in the current site architecture.
Develop/Deliver:
Iterated through low and high-fidelity prototypes, validating SaaS integrations through rigorous usability testing.
Research & Findings
Examined the existing site and conducted a heuristic evaluation of its current state. It revealed critical gaps in the experience
Key Findings
Desktop Frictions
The interface lacks clarity and intuitiveness.
Difficult to read and navigate the site.
Not enough details provided about products.
Mobile Frictions
Content varies or is unclear across views.
Not optimized for mobile use.
No safeguards to avoid or fix mistakes.
Information Architecture
The desktop interface was cluttered, making navigation unintuitive.
Lack of Detail
Users weren't provided with sufficient product data to make informed purchasing decisions.
Based on the findings, I developed a user persona to focus the design on "wellness-conscious" shoppers who value convenience and community.
The Solution: A Unified E-Commerce Ecosystem
I designed a three-pillar solution focused on Acquisition, Retention, and Advocacy.
Native E-Commerce Integration
Replaced third-party redirects with a native checkout flow, strategically integrating product catalogs, streamlined carts, and user profiles to reduce cognitive load.
Usability Testing Results
Success Rate: 100%
Ease Rate: 9.6/10
Confidence Rate: 9.8/10
SaaS Retention
To boost repeat purchases, I integrated the "Love Your Frenshe Club" via LoyaltyLion.
Introduced a tier-based system with points-to-voucher conversions and exclusive rewards.
Provided a structured way for users to "nourish their well-being" while staying connected to the brand.
Usability Testing Results
Success Rate: 100%
Ease Rate: 10/10
Confidence Rate: 9.8/10
Affiliate Growth Model
Designed a "Join Our Community" portal to formalize influencer partnerships. This program focuses on creators who align with the brand's values of sustainability and ethical practices, expanding reach without sacrificing brand integrity.
Usability Testing Results
Success Rate: 100%
Ease Rate: 9.4/10
Confidence Rate: 9.5/10
Information Architecture
Sitemap
I restructured the platform’s Information Architecture to facilitate an effortless journey from content to cart. By streamlining the user flow, I empowered users to toggle between wellness insights, product shopping, and community resources with minimal friction. The new IA focuses on reducing time-to-task and ensuring a predictable, consistent navigation experience across all breakpoints.
User Flow
High-Fidelity Wireframes
Design Validation & Critique
I conducted a structured design critique using high-fidelity prototypes to evaluate visual hierarchy, brand alignment, and navigational efficiency. By facilitating this peer review, I gathered actionable insights that allowed me to:
Optimize layout clarity for faster content consumption.
Refine the navigation flow to reduce conversion friction.
Strengthen brand consistency across the native e-commerce and SaaS modules.
Impact & Reflections
By leading a research-driven redesign that integrated native e-commerce and SaaS functionality, the platform evolved from a content site into a high-performance ecosystem.
Usability testing validated the following:
33% increase in user interest through strategic community-driven features.
30% improvement in task completion rates by reducing navigation friction.
100% brand alignment maintained across the complex new shop and loyalty modules.