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The Client

HoneyFig is an online store that curates natural skincare and hair products. The company started as a brick and mortar store, but closed their doors to sell exclusively online. They are focused on selling only the best quality Canadian products, focused on natural and healthy ingredients.

The Challenge

Despite its amazing product range and unique placement in the market, the current website doesn't speak to their prime audience or instill feelings of trust with their users. Many reported feeling that it was out of date and therefore not a place where they would spend their money. How can we update their website design to instill feelings of trust with their users?

The Outcome

Create an upgraded version of their website as now their business stems wholly from here. This website should facilitate the search of products, better showcase existing products and be better optimized to perform against the competition. The result will be a website that better reflects Honeyfig as a brand, facilitates their clients shopping experience, and is optimized for better findability of products.

My Role

  • UX Research
  • UX Analysis
  • Visual Design (Branding, UI Design)

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Research plan

During the research phase, I aimed to understand how HoneyFig is currently being perceived by their users, how they compare to other websites in their industry, and the needs and frustrations of their users to solve for that. The objectives of my research plan were to:

To accomplish this, my research aimed to answer the following questions:

And test the following assumptions:


My methodology consisted of several activities aimed at answering the above research questions.

Content Inventory

I started by completing a content inventory to understand the full range of HoneyFigs’ product offerings. I marked any notes about page content or irregularities to be sure to incorporate different content elements in the new site design.

View Content Inventory

Competitor Analysis

After gaining a full understanding of their content and website structure, I completed a competitor analysis on similar websites in the same industry to better understand their strengths and weaknesses. I aimed to discover what features they offered that Honeyfig lacked, and consolidate my findings into direct action points.

View Competitor Analysis

User Interviews

I then contacted 5 users of the website to interview with the goal of understanding their experience, and gain insight to my research questions based on their answers.

View User Interview Questions

User Personas

Based on the user interviews, I created two user personas; based on commonalities in the answers to guide subsequent design activities.

Key Findings

Through the various research methods employed, I determined key findings that would guide the direction of the website redesign:


Once the key findings were defined, I moved into the definition and ideation phase to determine how we might go about meeting the goals of the new website.

Goal - Feature Map

The goal feature map is aimed to take the goals that were defined from the research phase, and map them to features that can be within the scope of the new website. This concretizes ideas, and puts them into tangible actions that can be put into a design.

View Goal - Feature Map

Information Architecture

In order to understand how the site can be organized in a way that is optimized for the content on HoneyFig, and is more logical to users I created an information architecture diagram.


Using the features defined in the goal feature map, and the information architecture, I identified the key templates that would need to be created to build the website. Then, created mid fidelity mockups to visualize how information will be organized on the templates, including key elements users identified that will meet their needs.

Visual Design


Since the current brand look was a common pain point among users, it was critical to create a look and feel that speaks to the users, and presents a modern, natural feel.


I started by creating a moodboard based on the core brand descriptors:

The purpose is to identify elements that speak to each descriptor to get an idea of how to incorporate those into the final design. This also served as a base for the UI kit, pulling colors, and fonts for the final design.


All core templates were applied the visual treatment based on the inspiration from the moodboard, and brand application.

Next Steps

If time permits I would like to perform further user testing on the new design to identify elements that can be improved and iterated upon for continued expansion of the HoneyFig website and brand.