TEA SITE REDESIGN | FALL 2021
The objective of this project was to redesign a pre-existing website. I chose to redesign the website of a local tea shop in town. During this process I conducted research, created personas and scenarios, tested my work on users, and enhanced the branding. This project is particularly special to me partly becuase it was the first time I was able to design a UI that aired on the more elegant and classic side.
ABOUT THE COMPANY
Churchill’s Fine Teas is a family-owned tea shop with two store locations in Cincinnati. The owners, Kathleen, Jerry Kern, and their daughter Katherine, have travelled all over the world to curate their vast selection of high quality teas. They personally taste all the teas they sell to ensure that they meet all of their requirements for quality. They also offer teaware that is functional and easy to use as well as vintage and rare teaware. Many of their teaware are handmade by craftspeople whose skills have been passed down through generations.
SITE + BRAND ANALYSIS
BRAND NOTES
︎ Inspired by English tea houses and tea culture
︎ Name comes from Winston Churchill (but no relation)
︎ Want to feel as English as possible (British family)
︎ They REALLY love the color purple
COMPETITIVE ANALYSIS
STRENGTHS
︎ Simple typography
︎ Balanced use of serif and sans-serif
︎ Elegant buttons
︎ Cohesive style
OPPORTUNITIES
︎ More simplified navigation
︎ Smaller product thumbnails
︎ Greater type hierarchy contrast
STRENGTHS
︎ Exciting and modern brand
︎ Fast + easy shopping UX
︎ Easy-to-read type treatment
︎ Unique product page layout
OPPORTUNITIES
︎ More shopping opportunities
︎ Filter options
︎ More opportunities in navigation
STRENGTHS
︎ Tranquil brand style
︎ Simple but creative photography
︎ Simple shopping UX
︎ Minimalistic page layout (simple)
OPPORTUNITIES
︎ Simplified drop-down menus
︎ Compress filters on browsing page
︎ Less info on product thumbnails