I designed a mobile first e-commerce app for a fictional brand named Honey.

Brand identity definition

For this product, target customer is a millennial working girl with a relatively high purchasing power. Price is not the deciding factor, but closeness to the product is.

The brand must inspire fun, immerse customers in the universe of the honey farm, but not erode trust and professionalism in the same time.

Below is the corresponding moodboard, taking inspiration from finger food identity target customers are used to; mixed with pop and colorful elements.

Product Design

This product is a B2C e-commerce application, and follows the standard of the industry.

For this first version, I identified two different customer journeys:

• One with enough brand awareness and/or curiosity to dive right in the store

• One with an appeal to the brand looking to know more

Main objective is driving more internet sales and reaching 20% of sales through the app (based on the OKR method).

To do so, minimum viable product includes:

• Home screen with a direct to one of the two main journeys

• Store screens with list of available products, and product details

• Marketing screens with 2 different incentives to explore the store (recipes and social proof)

• A complete order flow with as less friction as possible

• A basic authentication system with corresponding account management features

A strong attention to details was applied to make sure our target customers can use the app like any other e-shop; but also feel immersed in the brand and the universe of the product.

To do so, the app includes micro-animations and interactive elements guiding customers from the beginning to the end of their purchase, with constant feedback as if they were physically at the farm.

Customer Flow

For better communication, I prototyped with Figma the two main flows linked to our OKR, with high fidelity, animations and a reusable design system.

Engineers can pick in the library of components to build this first version of the product, and Product/Growth Management can explore and iterate over the existing flows to move the needle in the right direction.