Fina frön
Designing a user-friendly and consistent e-commerce website
Project type: UX/UI Redesign, Free-lance
Project year: 2025
Project role: No defined role
Client: Fina Frön
Note: The e-commerce website is built in Swedish. All descriptions, explanations, and case study content beloware provided in English.
Ongoing project
This is an ongoing project, so this page is not yet fully complete. However, you can read below about what I have done so far...
Methods
- Expert review
- Survey
Tools
- Figma
- Miro
Background
This project was created for Fina frön. A small company that designs and sells children’s clothing inspired by nature and the outdoors. The goal was to improve the overall user experience and interface of their website, making it easier for visitors to browse products, learn about the brand, and make purchases without friction. The Result of the project will be delivered as a high-fidelity concept prototype designed in Figma, which serves as a complete design proposal for the client’s future website.
The current website
Expert review
To understand the website and identify its current problems, I conducted an expert review. I immediately discovered several opportunities to improve usability and make the site more user-friendly. The biggest problem were navigation and
Key insights:
- Lack of clear navigation indicators, hidden menu
- Search bar were hard to locate and didn´t really work
- Menu structure felt inconsistent and some opptions weren´t clickable
- Hard to find clothing collections
- Shop page were hidden behind a video
- Could not see product names or prices until you clicked on them
- Page layouts lacked consistency
- Poor text hierarchy, contrast and spacing
- Insufficient visual feedback
- Cluttered visual presentation
- Unclear button labels and icons
- Outdated UI elements
- Chekout flow were visually overloaded
