Joy and co

The main challenge of this project was to design a complete shopping cart product UI using only the brand guidelines and logo assets provided by the client. I needed to create a cohesive visual language, establish a clear hierarchy for product discovery, and design an intuitive shopping experience that reflects JOY&CO’s beautiful and joyful brand identity across all devices.

• Solutions

  For this UI design project, I focused on enhancing the online shopping experience for a contemporary lifestyle and home décor store that curates high-quality products such as decorative accents, tableware, planners, and gifting essentials. While preserving the brand’s warm and joyful aesthetic, the goal was to refine visual hierarchy, streamline navigation, and create a more intuitive journey from discovery to checkout. By improving clarity across product categories, optimizing responsive layouts, and enhancing interactive elements such as filters, product previews, and CTAs, the updated UI delivers a more engaging, efficient, and enjoyable user experience that better reflects the brand’s identity and supports conversion.

• Design Process

  JOY&CO UI redesign, the design process began with research and analysis to understand the brand’s curated home décor and gifting product range, as well as user expectations on the e-commerce platform. After defining user goals and pain points, I developed user flows and wireframes to streamline browsing, product discovery, and checkout interactions. Through iterative prototyping and visual design, I established a consistent design language, improved hierarchy, and enhanced responsiveness across devices. Finally, I tested and refined key UI elements such as navigation, filters, and CTAs to ensure the experience is intuitive, enjoyable, and aligned with JOY&CO’s brand identity.

• Final Design

  The final design presents a refined UI/UX that effectively addresses key usability challenges and elevates the overall shopping experience at JOY&CO. It features a clear visual hierarchy, seamless navigation, and improved product layouts that guide users smoothly from discovery to purchase. Thoughtfully redesigned elements such as more accessible filters, engaging product cards, and prominent call-to-action buttons—create a responsive and intuitive interface across devices. By aligning the aesthetics with the brand’s joyful identity and optimizing interaction flows, the final concept delivers a more efficient, enjoyable, and conversion-focused user experience.