Shogun | BigCommerce
2023
Project Summary
TeaVendor (formally International Tea Importers) was rebranding and needed a transformative redesign of their responsive B2B shopping experience. While most of the e-commerce functionality of the new site was a primary focus of the project, TeaVendor also expressed the desire to introduce new B2C content that promoted brand awareness and education to new customers and users.
Tools Used
The Team
TeaVendor Stakeholder Team
Silk Commerce Agency Team
My Contributions
Branding Design Workshop
Competitor Analysis
User Research
Sketching
Wireframing
Prototyping
Visual Design
UX/UI Design
Interaction Design
Development QA
Project Strategy
The Problem
How might we redesign the TeaVendor online experience to align with the new branding guidelines, while optimizing path-to-purchase flows and introducing more B2C content that educates both new and returning site visitors?
Main Goals
Create an excellent B2B buying experience for customers who want to buy directly from the site.
Fix merchandising on the site so that we can make it easy for people to find, sort through, and buy all things for their wholesale orders.
Have B2C experience and educational content pages ready shortly after launch.
Information Architecture Design
Low Fidelity Sketches
High Fidelity Designs
Project Challenges
Some of the pitched content was not initially published at launch
Some of the educational content pages like the timeline and recipes, were not immediately used at the time of the launch.
A lot of cooks in the kitchen
Both the client team and agency team consisted of more than ten people so it took patience to allow room for extended feedback rounds and multiple iterations of different sections.
Evolving brand guidlines
TeaVendor was in the midst of re-imagining every facet of the brand, not just the online experience. Visuals constantly had to be updated due to how the brand was repositioning itself.
Project Outcomes
Nominated for BigCommerce Award - User Experience and Design
Silk Commerce nominated my design for BigCommerce’s 2023 Awards.
Client Team thrilled with visual updates
The entire client team expressed how pleased they were the redesign of the experience and were incredibly excited they were to finally launch the site.
