Camellia Atelier
Overview
Role: UX/UI Designer
Camellia Atelier is a family-owned, Asian-owned, woman-owned small business based in Dallas, Texas, specializing in natural, handmade warmers and soy melts. Initially successful on social media and Etsy, the company sought to establish a more robust online presence to remain competitive and expand its reach.
Camellia Atelier aimed to establish itself as a competitor in the growing global wax melt market, which was valued at USD 3.33 billion in 2022 and expected to grow by 5.7% annually until 2030. With soy wax melts becoming increasingly popular due to their eco-friendly qualities, the business needed a strong online presence to stand out. The challenge was to design a unique and engaging user experience that would help them meet their goal of $80K in annual product sales while ensuring the website was educational and streamlined for users.
The main goal was to build a responsive website that accurately reflects the brand's aesthetic, educates customers about the products, and offers an intuitive shopping experience. The site also needed the ability to evolve alongside the business as new products were introduced.
The client had not yet completed their product line, which required flexibility in the design. The website needed to allow for easy updates as products became available. Furthermore, the client emphasized creating a welcoming and educational experience for their customers, guiding them through the product offerings with clear and informative content.
Research
I conducted a competitive analysis of direct competitors, assessing their web design, product details, and branding strategies. This analysis revealed strengths and weaknesses, helping differentiate Camellia Atelier by creating a more personalized approach and determining features that would enhance the user experience.
User Interviews
I interviewed four participants who fit the brand's target demographic. These interviews provided insight into their website navigation preferences, pain points, and decision-making processes. Key findings included:
Users were focused on finding specific products rather than exploring new ones.
Detailed descriptions increased confidence in product purchases.
User reviews played a critical role in purchase decisions.
A streamlined and quick shopping experience was essential.
Social media greatly influenced their purchasing choices.
Affinity Mapping and Data Synthesis
Using Figjam, I created an affinity map to identify trends from the interviews. Major insights centered around the need for a fast, simple, and informative shopping experience.
I developed Points of View (POVs) and How Might We (HMW) statements to explore design opportunities, which helped inform solutions to the users’ pain points and improve the overall shopping experience.
“How might we create a unique online presence that sparks a customer’s curiosity to explore products they are not able to fully experience in person?”
“How might we be able to make an experience that feels as close to an in-person experience so customers feel confident with their online purchase?”
“How might we encourage customers to consider similar products without overwhelming them with too many options or having to spend unnecessary time browsing?”
Personas
I created three personas based on interview data to guide the design process. These personas helped envision how different users would interact with the site and what factors would motivate them to make a purchase.
Storyboarding
Using the personas, I explored user scenarios that highlighted the issues identified through POVs and HMWs. This step helped visualize the customer journey and informed the user flows.
Site Map
Collaborating with the business owners, I created a sitemap that aligned with the research, allowing for a user-friendly and intuitive navigation structure.
User Flow
The user flows were designed to ensure users could quickly and easily navigate the site to find desired products, while also encouraging exploration of other offerings based on factors like mood, which the client wanted to emphasize.
Wireframing
I developed low-fidelity wireframes in Figma based on the user flows, using Squarespace’s Maca template as the foundation. After several iterations based on client feedback, I progressed to mid- and high-fidelity wireframes, showcasing a detailed, responsive design.
Prototyping
Once the wireframes were finalized, the client hired a web designer to build the website under my guidance. We collaborated closely to address coding and formatting issues, ensuring the final design adhered as closely as possible to the approved wireframes.
Usability Testing
Although usability testing was planned, the client decided to pause the project. This step was intended to identify potential issues and improve the design, but further progress has been delayed due to the client taking a hiatus from product sales.
Outcome and Conclusion
The website is nearly complete but remains unpublished as the business owners paused their operations. While the site achieved its goal of being responsive and aligned with the brand's aesthetic, there were challenges with Squarespace’s limitations. In hindsight, using a more flexible platform like Wix could have allowed for a design closer to the original wireframes. The project provided valuable insights into designing for Squarespace, as well as the importance of user feedback and collaboration. Once the client resumes operations, the site will be finalized and published.
