Overview
The outdated platform lacked the scalability and flexibility needed to support future growth. Its antiquated design, technology, and architecture made it difficult for users to browse products or complete purchases efficiently. We carefully designed the new system's architecture to resolve this, selecting technologies that enable seamless integration and expansion. This involved a detailed evaluation of scalability requirements to ensure the platform could adapt to evolving needs. Additionally, the site received a complete visual refresh, enhancing the user interface to help users easily navigate, perform actions, and achieve their goals on the platform.
My contribution
UI/UX Lead
Website low/high fidelity wireframes
Designer’s biography writing
Web products Copywriting
UX writing
Website graphics
The team
1 UX/UI Designer
2 Backend Developers
2 Frontend Web/Mobile Developers
1 Lead Developer
1 Project Manager
Year
2017-2020
Process
Technology and UX/UI Design Upgrades
Although the website was functional, it was outdated in technology and design. To deliver a more enjoyable user experience, we upgraded the technology stack and revamped the user interface. The development team
modernized the platform and integrated all Danish Modern LA services into the new design.
As part of the redesign, we collaborated with the development team to define new platform screens, applying the best UX/UI design practices to create a seamless user experience. The updated technology stack improved security, incorporated best practices, and ensured a high-quality final product. The UX/UI update also redefined how services are consumed on the front end, paving the way for future updates and features.
These improvements resulted in a fully modernized platform where users can quickly access Danish Modern LA's core services. The platform now features an intuitive design, mobile-friendly functionality, and a user-friendly way to browse products, submit requests, and find company information.
Defining the problem
We needed to figure out specifications and pinpoint potential user problems of the current interface.
These are some of the points of the old interface and its elements:
1. Visual Design
Simpler, less polished design with more dated visual elements.
Filters or category options are not prominent or visible.
Typography is less consistent, and some alignment appears off.
Images are not evenly spaced, and the layout feels cramped.
The green navigation bar and red buttons lack harmony with the rest of the design.
2. Navigation and Usability
Limited or no visible filters, making it harder for users to refine searches.
Sorting functionality is available but less prominent.
Pagination is at the bottom but lacks the clarity and modern touch desired by the client.
3. Product Presentation
Smaller product images with less visual focus.
Pricing and descriptions are present but less prominent and harder to scan quickly.
There’s no clear differentiation for sold-out items, which could confuse users.
4. Mobile-Friendliness
Appears less mobile-friendly due to its cramped layout and limited whitespace.
5. Accessibility and Interaction
Lower contrast in some areas (e.g., text over green).
Interaction points are not as clearly defined or intuitive.
Conclusion
The interface feels outdated, with limited usability features and a less engaging layout. Upgrading the style and functionality of the interface would provide a significantly improved user experience.
Outcome
The new interface demonstrates a more refined and user-friendly design with modern UX/UI principles, offering better navigation, accessibility, and visual appeal.
UI Improvements:
Enhanced Visual Presentation – Featuring s a more modern and visually appealing layout, with improved typography, spacing, and color balance, making it easier to read.
Larger Product Images – The redesigned version provides bigger, high-quality images with a carousel feature, allowing users to see the product in greater detail.
More Organized Layout – The product details, specifications, and purchasing options are structured more neatly, making navigation smoother.
More Prominent CTA Buttons – The "Purchase" and "Request More Info" buttons are clearer and better positioned, enhancing usability.
UX Improvements:
Improved Navigation & Accessibility – The redesigned version introduces breadcrumb navigation, making it easier for users to explore the website and return to previous pages.
Detailed Specifications Section – The new design presents product specifications in a table format, making it easier for customers to find relevant information quickly.
More Trust Signals – Customer reviews, authenticity guarantees, and return policies are now prominently displayed, increasing credibility.
More Shopping Features – Additional related products, a subscription form, and detailed shipping/return information improve the overall shopping experience.
Addition of Product Description/UX Writing:
The redesigned version introduces a well-written, engaging product description that highlights the product design, materials, and comfort. This addition helps customers make informed purchasing decisions by providing context beyond just specifications.
The Result
How the specifications and potential user problems of the interface where solved:
1. Visual Design
Cleaner, more modern design with a minimalist aesthetic.
Well-organized filter section on the left, offering clear options for refining searches.
Consistent typography and alignment.
Images of products are clear and evenly spaced, enhancing visual hierarchy.
Enhanced branding with a clean logo and consistent color palette.
2. Navigation and Usability
The filter system is highly visible and intuitive, allowing users to refine their search efficiently.
Sorting options are prominently placed at the top right, making it easy to adjust product views.
Pagination is clear and located at the bottom, with additional product details available below each image.
3. Product Presentation
Product images are larger and better spaced, allowing users to view details more easily.
Prices and product descriptions are cleanly displayed below each image, ensuring clarity.
The call-to-action (e.g., add to cart, more details) is well-integrated.
4. Mobile-Friendliness
Mobile-responsive due to its modern layout, spacing, and use of collapsible filters.
5. Accessibility and Interaction
Clear, high-contrast elements for readability.
Intuitive placement of filters, sorting, and navigation tools.
