“Design is not just what it looks like and feels like. Design is how it works.” — Steve Jobs

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QUESTION 
What does it mean to express an ever changing collection across an interactive experience? 

OBJECTIVES

• Develop a cohesive e-commerce experience grounded in user research
  

• Create wireframes, UI design assets, and interactive prototypes for core shop flows (e.g., browsing, product selection, checkout, account creation)

• Integrate principles of accessibility, usability, and visual hierarchy

• Consider branding, storytelling, and content strategy in the user experience
  

INTRODUCTION
In this assignment, student groups will conceptualize, design, and prototype a unique e-commerce shop focused on a specific niche or underserved community.

The project emphasizes designing across platforms (desktop and mobile), prioritizing accessibility, brand voice, and compelling user flows.

DELIVERABLES

• 1–2 page project brief defining the shop’s concept, audience, and unique value proposition

• Persona(s) representing target users

• User journey map(s) highlighting pain points, goals, and opportunities

• Wireframes for all major flows (desktop & mobile): homepage, product grid, product detail, cart/checkout

• 1-4 Page Designs: Homepage, Product Grid, Product Detail, Cart/Checkout

• Interactive prototype (using Figma/v0/Lovable/Figma Make)
  

• Presentation deck summarizing research, process, design rationale, and how decisions support user needs and shop goals

• Accessibility checklist demonstrating how the site meets WCAG 2.1 AA guidelines
  

GUIDELINES

Scope:
The shop should sell a minimum of five SKUs and support core flows from discovery to order confirmation.

Focus Areas:

• Navigation simplicity and clarity

• Inclusive, responsive design

• Distinct brand voice and storytelling

• Accessible forms and controls

Tools:
Figma, v0, Lovable, Figma Make, Flora, Chat GPT, Black Forest Lab, Midjourney, Ideogram

SHOP TYPES

• Sustainable/Eco-Friendly Products: Online stores offering zero-waste household items, biodegradable goods, or upcycled fashion serve environmentally conscious consumers. This is a fast-growing and socially impactful segment.

• Health and Wellness: Sell products like yoga gear, meditation aids, organic supplements, or fitness equipment, appealing to the self-care and lifestyle market.

• Pet Supplies: A specialty shop for pet food, eco-friendly toys, personalized collars, or pet tech gadgets. The pet sector continues to grow and allows room for creative branding.

• Jewelry: E-commerce shops focused on made-to-order or customizable accessories are popular for their uniqueness and cater well to gift buyers or those seeking self-expression.

• Niche Clothing Boutique: Options include size-inclusive, adaptive, or sustainable fashion, or apparel with a distinct design theme (e.g., streetwear, vintage, or handmade designers).

• Workspace Goods: As remote work persists, curated shops for ergonomic furniture, organization tools, or productivity gadgets appeal to a broad professional audience.

• Interactive Digital Goods: Sell downloadable products like fonts, templates, illustrations, or online courses, with the e-commerce shop serving as both a storefront and an interactive experience for digital creatives.

SCHEDULE

Phase 1: Research & Discovery (Week 1)
In Week 1, your team will lay the foundation for your e-commerce shop by conducting research and defining the project direction.

This phase focuses on understanding your users, market, and niche before any design work begins.

Goals for the week:

• Identify your target audience and the specific niche or community your shop will serve.
  
• Conduct competitive analysis of similar or adjacent e-commerce sites to find opportunities for differentiation.
  
• Develop user personas that capture your primary customers’ needs, motivations, and pain points.
• Map out the user journey from discovery to purchase, noting where users may face challenges or find delight.
  
• Draft a 1–2 page project brief that defines your concept, audience, and unique value proposition.
  

Deliverables by end of Week 1:

• Project brief
  
• User persona(s)
  
• User journey map(s)
  

What this phase sets up:
Your research will guide every design decision that follows — from visual style and navigation to accessibility and brand storytelling.

By the end of Week 1, your team should have a clear, evidence-based concept ready to move into wireframing and ideation in Week 2.

Templates: Project Brief Outline 

Phase 2: Ideation & Wireframing (Week 2)
Phase 3: Hi-fi Design & Prototyping (Week 3)
Phase 4: User Testing & Iteration (Week 4)
Phase 5: Final Presentation (Week 5)

TEAMS

• Group 1: Grace Ahn + Soyeon Kang
• Group 2: Trinity P. De Leon + Minkyu Kim 
• Group 3: Ziru Lin + Shunqi Luo
• Group 4: Andy Lu + Fnu Mahira + Hye Rin Park
• Group 5: Anirudh Menon + Ziyi Wang
• Group 6: Eden Kyongbin Yoo + Darcy Sun

SUGGESTED READINGS

• E-Commerce Accessibility, Baymard Institute

• Mobile E-Commerce UX, Baymard Institute

• 10 Web Design Best Practices For eCommerce

• Rob Giampietro, Unbuilding, 2012.

• Nika Fischer, A Pioneer of Digital Design Looks Back on a Defining Era, 2021.

• Michael Rock, WYSIWYG, 2014.

• Amber Bravo, Tooling Up, 2016.

• Jill Lepore, The Cobweb, 2015.  

ADDITIONAL LINKS AND RESOURCES

• https://seed.com/

• https://pleaselook.org/

• https://www.usalproject.com/

• https://www.symbolaudio.com/shop/usm-x-symbol

• https://www.smalls.com/

• https://loveinjection.nyc/

• https://trippin.world/

• https://alright.studio/

• https://literarysport.com/

• https://wakawaka.world/