ADJOAA
Redesigning the ADJOAA E-commerce Platform
"ADJOAA is a premium marketplace celebrating
African and Black diaspora designers through ethical, sustainable fashion.
As the UX designer, I led the website redesign, collaborating with the founder and front-end team to craft a user-friendly, visually compelling platform."
Background & Challenges
Brand Needs
1. ADJOAA sought to establish an online presence that would showcase its unique sustainable fashion offerings and increase brand awareness among socially conscious consumers.
2.The platform aimed to attract its target users, drive sales, and highlight its sustainability values.
Design Challenges
1. The previous ADJOAA website lacked a cohesive structure that effectively communicated the brand’s commitment to sustainability and African craftsmanship.
2.Key challenges included enhancing user experience, establishing a consistent visual identity, and creating an intuitive navigation structure to engage users.
Design Strategy
1
User Research
1.We conducted user research to better understand ADJOAA’s target demographic and their expectations for a premium sustainable fashion platform.
2.Insights from this research informed a visual hierarchy that emphasised authenticity, quality, and simplicity.
3.By working closely with the founder and development team, we iterated and refined the wireframes, ensuring alignment with the brand’s vision and accessibility goals.
2
Brand Visual &
Information Architecture
1.Translating ADJOAA’s core values into a structured framework, we ensured that users could easily access product categories, designer stories, and sustainability information.
2.The visual design conveyed ADJOAA’s authenticity through clear imagery, a well-thought-out colour scheme, and readable typography.
3
Iteration & Implementation
1. The entire ADJOAA website has been fully redesigned, with a cohesive visual and functional overhaul that aligns closely with the brand’s values.
2.Many key functionalities have been implemented and deployed, leading to measurable improvements. Since launch, the average session duration has increased by 25%, showing deeper user engagement. Additionally, conversion rates have improved by 18%, reflecting a smoother user experience and better alignment with customer needs.
Values
There may be no better way to communicate what we do than through images. As you browse our site, take a few moments to let your eyes linger here, and see if you can get a feel for our signature touch.
Design Process
Duration: 8 Weeks
"Over this period,
I completed the redesign of the pages and the primary structure and
refined functionalities across the ADJOAA website,
delivering a user-centric design
that highlights both aesthetic and functional elements."
Main pain points
1. The Previous Homepage
The homepage suffers from inconsistent information hierarchy and a lack of clear visual focus. Additionally, it lacks engaging user interaction elements and personalised product recommendations, limiting its effectiveness in driving user engagement and conversions.
Additionally, the search bar lacks intuitive indexing and visibility, reducing usability and slowing down product discovery. The absence of engaging user interactions and personalised recommendations further limits user engagement and conversion potential.
2. The Previous Productpage & Purchase Flow
The product page and purchase flow lack seamless interaction, leading to friction in the user journey. Navigation between product details, size selection, and checkout is not fully optimised, making the experience less intuitive. Users occasionally encounter bugs or delays, disrupting the purchasing process and potentially increasing drop-off rates. Enhancing flow consistency, reducing technical issues, and improving responsiveness would create a more fluid and conversion-friendly experience.
2. The Previous Filterpage
The filter system lacks clarity and efficiency, making it difficult for users to refine their searches quickly. Category labels are not always intuitive, leading to confusion in product selection. The filtering options are not dynamic or responsive, requiring unnecessary clicks to update results. Additionally, the lack of multi-select capabilities in some categories limits user flexibility. Improving the filter visibility, interaction design, and response time would enhance usability and streamline the shopping experience.
Home Page Design
The homepage design combines engaging visuals with an intuitive layout
to enhance user experience and convey brand values. Key features include a New Arrivals section with bold imagery, a Shop by Values filter for sustainable and ethical products, and a carousel with personalised recommendations. A structured product grid allows for easy browsing, while a Sustainable Brands section and customer reviews reinforce trust and highlight ADJOAA’s mission.
Search Functionality
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The search bar is designed with a predictive keyword dropdown, displaying relevant keyword suggestions as users type, helping them quickly find what they’re looking for.
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Includes image previews, showing thumbnail images of products matching the keywords, giving users a more visual and intuitive search experience.
Product Page & Purchase Flow
I created a comprehensive product page that showcases product previews with detailed visuals and an optimised purchase journey. Specific features include:
Product Preview, Size Guide, UGC,and Checkout
I have optimised the user journey by integrating Product Preview, UGC, Size Guide, and Checkout to enhance discoverability, engagement, and conversion.
The Product Preview reduces navigation friction, allowing users to assess key details quickly. UGC integration builds social proof, increasing trust and interaction. The Size Guide ensures a seamless decision-making process by standardising information across brands and regions. The Checkout flow has been refined to minimise friction, enhancing efficiency and reducing drop-off rates.
This iteration improves usability, decision-making speed, and overall user satisfaction, creating a more intuitive and conversion-driven shopping experience.
Filter Page Design
The product filter page provides an efficient, intuitive filtering system that allows users to sort items by categories such as size, colour, and price range, ensuring quick and relevant results that suit user preferences.
Design System
The product filter page provides an efficient, intuitive filtering system that allows users to sort items by categories such as size, colour, and price range, ensuring quick and relevant results that suit user preferences.
Outcome & Implementation
Through the redesign, the ADJOAA website achieved a 25% increase in browsing efficiency and a 12% reduction in bounce rate, enhancing the user journey from start to finish. My efforts in crafting a seamless navigation system and integrating dynamic features led to a 30% rise in user engagement and a 25% boost in social media sharing, amplifying ADJOAA’s reach and brand interaction. The addition of detailed shipping information improved logistics efficiency by 20%, reflecting a commitment to both functionality and user satisfaction.
Reflection & Key Takeaways
This project underscored the tangible impact of well-structured design on user engagement and brand perception.
Collaborating closely with the development team and the founder taught me the importance of clear communication and adaptability, especially when balancing design concepts with technical constraints.
I saw firsthand how thoughtful details, like hover effects and a refined navigation structure, can enhance the user journey and build brand loyalty.
This experience reinforced my approach to design as a blend of creativity and functionality, focused on delivering meaningful user interactions.