Lead UX Designer
1 Project manager
1 Software Engineer
1 Mechanical Engieeer
Timeline
Dec 2022 - May 2023
Interaction Design
Visual Design
Competitive Analysis
Information Architecture
Graphic Design
About
AITO is a newly e-commerce startup specializing in tactical rifle scopes in Salt Lake City, UT. It is currently rolling out its inaugural product line.
Work Summery
I spearheaded the redesign of the homepage, product design page, and return page to streamline the user experience. In addition, I developed a cohesive visual and brand identity to harmonize the company's image. Furthermore, I implemented responsive design across all platforms to ensure consistent accessibility and usability.
Design Impact
The website was successfully launched in January 2023, generating $120k in sales within 3 months and resulting in 33% increase in user retention on MVP Pages.
Research
Three main problems I identified from 23 customer emails and user feedback.
Low loyalty and trust
Simplified riflescope terminology with a visual banner, aligning with users’ mental models to improve clarity, engagement, and accessibility.
Steep Learning Curve
Complex riflescope features and unfamiliar terms make it hard for users to understand and purchase confidently.
Low conversion rate
The original homepage focused on branding without clear product access, leading to low conversion rates.
Key Insight
Improve the user experience of the online market, enhance branding impact, add new content pages, and attract online consumers from Youtube.
Easy-to-use product purchase process
Information Architecture
Designing more flexible Site Map for Improved Conversion Rates
Develop a versatile Information Architecture (IA) that facilitates seamless adaptation to the dynamic mindset shifts inherent in redirecting towards the MVP. This involves establishing multiple entry points for the Place Detail Page.
Product-oriented homepage
Product page
Visual Design
Optimizing Visual Design to Enhance Learning Journey
To simplify riflescope terminology and align with users’ mental models, I designed a banner that visualizes key features—making the experience more intuitive, engaging, and accessible.
Design System
In order to maintain consistent implementation of components throughout the site, I developed a comprehensive UI guide outlining color palettes, typography specifications, and reusable UI elements.
