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Team
Brief
Problem
Goals
Jungah Lim（UI Designer）
Tools
Figma, Photoshop
Timeline
Nine weeks, Winter 2025
I was given the task to redesign the home and Product detail page of a small website.
Through user research, The current website for Leopold’s Ice Cream lacks design consistency with its vintage 1920s brand identity, features disorganized information, and usability issues.
Create a visually cohesive website that aligns with Leopold’s vintage brand identity, improves information hierarchy, and enhances the overall user experience to encourage more online engagement.
Jingzi Han (UI Designer)
Siddharth Madaan (UX Researcher)
Research
We began by using user personas and a user journey map to identify pain points in the ordering process on the Leopold’s Ice Cream website. We also conducted tree testing to evaluate how easily users could find information within the website’s existing hierarchy.
I used open card sorting to uncover how users naturally group Information, this navigate me to recreate the site Map for Leopold's Ice Cream website, because it places the organization of information directly in the hands of users.
Competitive Analysis
Through comparing other existing websites that selling products, we have a better understanding of what current website's shortage.
Site Map
Based on results of tree testing and card sorting, we changed the site map of current website.
Prototype
User Journey
Personas
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