Building an intimate customer experience while shopping small online.


Client - eupnea
Branding - Cristina Muzzio

My Role
UX/UI Design
Visual Design
Sketch, Figma, + Invision
80 hours
Still in progress

In September 2019, I was approached by eupnea to build an e-commerce site that would cater towards their customers and grow a wider client base. eupnea is a small business that designs, creates, and sells meditation and wellness products. As a small-batch company, their product line is limited and they aim to be open and transparent with their customers.

Design an e-commerce site that grows and retains customer base appealing broadly to a rock climber, a young socialite, and older yogi while also facilitating a pleasant shopping experience.
A responsive site that evokes business values while maintaining and extending company branding as necessary to engage a wider customer base.

My Process

User Research

After the initial meeting with the client, I oriented research towards optimizing customer experiences as a means to retain and grow the eupnea’s customer base.

Competitive analysis tracking factors that contribute to user experience.

After compiling competitor data, I wanted to get to know the customers more and created an initial, qualitative survey. As I started getting survey responses I realized I had an issue: wellness as an industry category is too broad. It includes everything from açaí bowls to discussions of work-life balance.
I realized the limitations of a wellness-oriented research approach and grew concerned that data would be too disparate to draw specific conclusions.I shifted my focus by modifying my survey to include questions about small business to determine whether this avenue would be better to pursue.

Why People Shop Small

Shop for your personal values.

Feel gratified supporting the community.

Access quality goods through a personalized experience.

User Interviews

Based on the survey feedback, I coordinated additional one-on-one interviews. 

Primary User Needs

  • Feel like they are connected to the owner of the shop
  • Have a clear way to contact the shop, ask questions, and get rapid feedback.
  • Identify and see other people using the products.
  • Be able to trust the store product pages need to detail as much about the product as possible.
  • Feel that the products they are purchasing are of higher quality.
  • See and engage with the mission statement and the company philosophy.

Defining eupnea

Based on research, it was clear that knowing what eupnea stands for, where their products are from, and who is part of eupnea would be key factors for users deciding to support the store or not.
To visualize how users' shopping motivations may lead to conversions, I created a site map to see the big picture. I then created a userflow to see how a user might move between mission and about pages to product pages.

User flow following Akemi (persona) through the about and design process pages.

Visual Process

I started with pen & paper, sketching out lo-fi wireframes to see how different layouts prioritized content and the extent to which each balanced selling products with the users need to trust and know the store. 
I structured the home page layout according to business goals and user needs:
    1. Welcome customers
    2. Promote products
    3. Address customer questions
    4. Engage customers

Select High Fidelity Screens

Amy Pippa Nardie-Warner
UX/UI Designer
New York City