The Cocktail Box is a brand specializing in premium cocktail kits, targeting consumers looking for a gourmet at-home experience. Although the value proposition was clear, the website presented navigation, visual hierarchy, and conversion challenges that negatively impacted the user experience and sales.

Project type: End-to-end

Role: UX/UI Designer

Process: Investigation, Wireframe, Prototyping Interaction and usability testing

Tools: Adobe XD and Photoshop

Duration: Q2 2019

Through initial analysis and user feedback, we identified the following key issues:

• Lack of clear visual hierarchy among products.
• Unintuitive purchase process.
• Poor differentiation between kits and related products.
• Low visibility of key information such as shipping, customization, and kit usage.

Solution

Methods Used:

• Surveys for frequent users and first-time visitors.
• Heuristic evaluation of the current site.
• Review of metrics (Google Analytics, Hotjar): high bounce rates on product pages and cart abandonment.

Key Findings:  

• Users struggled to understand differences between kits.
• The purchase flow was long and confusing.
• The premium value of the product was not being effectively communicated.

We restructured the site architecture to prioritize:

• Direct access to “Best Sellers” and “Custom Kits” from the homepage.
• Clear filters by occasion, cocktail type, and skill level.
• Visible information on shipping, customization, and kit contents.

Low- and mid-fidelity wireframes were designed to test layout without visual distractions.

• High-fidelity prototypes were built in Figma for key sections: homepage, categories, product detail, and checkout flow.

• Interaction design included micro-transitions to guide the user experience.

• A mobile-first approach was used, based on audience behavior data.

Methods Used:

• Remote moderated user testing sessions.
• Tasks included: finding a product, customizing a kit, and completing a purchase.
• Measured time to task completion, error rate, and qualitative feedback.

Results:

• 35% reduction in purchase completion time.
• Clearer navigation and product selection.
• 22% increase in purchase intent based on test feedback.

Conclusion

Over the course of three months, the UX/UI redesign of The Cocktail Box Co addressed major usability and conversion challenges. Through user-centered research, clear structure, and an attractive interface, we significantly improved the customer experience and laid the foundation for increased sales and brand visibility online.

Artist Shot App

Role

UI/UX Designer

Contribution