Problem Definition
Vax required a full redesign of its e-commerce website to align with a new digital brand and improve the overall shopping experience.

The existing site lacked a cohesive user experience and did not fully support customer needs or business goals. There was an opportunity to create a more human-centred, intuitive journey, while also improving collaboration between design and development teams, who had previously worked in silos.

Process
Working as part of a small product design team, I contributed to a structured, insight-led design approach.

Facilitated stakeholder workshops to define the scope and align on business goals
Used heatmaps and analytics data to inform design decisions
Created wireframes to explore concepts and iterate quickly with feedback
Developed interactive prototypes to communicate flows and interactions
Collaborated closely with developers throughout, from concept to handoff

This ensured decisions were data-informed and aligned across teams.

Solution

Redesigned the e-commerce experience to better reflect the Vax digital brand
Improved user journeys and site structure, making it easier to browse and purchase products
Delivered high-fidelity UI and prototypes for development
Established stronger design and development collaboration workflows

The focus was on creating a more intuitive, consistent and user-friendly shopping experience.

Impact