UX/UI Designer
UX/UI Designer (Me)
Senior Developer
Product Design Manager
3 Months (Jun 2024 - Aug 2024)
During my internship at Avenue Road, one of the projects I got to work on, was to make some improvements to the existing website and improve the user flow for users looking to submit an inquiry through the website.
Existing website was hard to navigate as a user
Avenue Road wanted to create a separate website for stocked products that users could quickly inquire about
The inquiry flow had not been fully developed at this stage
Following the brand guidelines and listening to feedback from different stakeholders, I was able to create an inquiry flow that would work best for a potential customer and also fit the needs of the company. Aside from improving the overall user experience of browsing and shopping on the business website, I also designed wireframes and high-fidelity prototypes for the search tool, the design/components for the product page, and filters for the products.
As shown in the images above, the filter system was overcrowded and not very intuitive. I redesigned the filter system to be more user-friendly and to have less visual noise than the previous versions. For the product page, I added a section for similar in-stock products and another section for recently viewed products, so that users can better navigate through the website and browse through more products. The user flow for inquiring about a product was reworked to increase incoming inquiries from the website. The original design showed the user their cart and had the user fill in their details all on one screen, all in one step. However, research showed that breaking the inquiry process into multiple steps would feel less overwhelming for users and reduce the number of abandoned inquiries.
This internship taught me how small UX improvements can make a significant impact, especially in a high-end, detail-oriented environment. I learned the importance of grounding decisions in real user behaviour rather than assumptions, and how to effectively collaborate with cross-functional teams to balance user needs with technical and business constraints. Working within Avenue Road's luxury brand guidelines challenged me to create experiences that were both elegant and functional. Most importantly, I developed a more holistic, systems-level approach to user journeys and gained confidence in using feedback as a tool to refine and strengthen my work.