For this project, I led the design of the Huxley Cameras mobile e-commerce experience with a focus on delivering an intuitive, user-centric journey. The goal was to create a seamless and visually appealing shopping experience, guiding users from product discovery to checkout while maintaining a consistent brand identity.The project required a central balance of functionality, aesthetic appeal, and brand consistency, ensuring that users could effortlessly browse, engage, and convert while experiencing the unique personality of the Huxley brand.

The goals of this design include building a streamlined user flow by creating a frictionless shopping experience, focusing on reducing drop-offs, and improving conversion rates. Enhancing brand identity by reflecting the Huxley brand’s adventurous and creative spirit while ensuring ease of use and accessibility. And harnessing mobile optimization by prioritizing a mobile-first design to cater to the increasing trend of mobile commerce, without sacrificing the desktop experience.

During this project a few key UX decisions were made. The first is a mobile-first focus. With over 70% of e-commerce traffic now coming from mobile devices, this design was crafted with a mobile-first approach. Every interaction, from browsing to payment, is optimized for touch and scroll, ensuring a fluid and responsive experience on all screen sizes.

Throughout the design, I ensured that users aren’t bombarded with unnecessary information or choices in order to reduce the cognitive load. By maintaining a clear information hierarchy, limiting the number of actions per screen, and employing consistent visual patterns, the user’s journey remains focused and streamlined.

Accessibility & usability were at the forefront of the design process. High contrast between text and background, large touch-friendly buttons, and clear feedback during interactions ensure that the platform is usable for a wide range of users, including those with visual or motor impairments.

The earthy, terracotta color scheme used throughout the design reflects the brand's identity, creating a cohesive and consistent visual experience. Typography choices ensure legibility, while the design remains light and airy.

Every step of the user-centered design process—from landing on the homepage to placing an order—has been optimized to minimize steps and keep the user engaged. Simple navigation and minimal distractions ensure a smooth purchase experience.

Given the increasing trend of mobile shopping, the mobile-first design is fully responsive, ensuring that users can shop seamlessly on mobile devices without compromising on the visual experience.

This project resulted in a high-performing mobile e-commerce design that balanced both business goals and user needs. The final design effectively increased user engagement through an intuitive product discovery process, reduced cart abandonment with a frictionless checkout experience, enhanced the overall mobile shopping experience by leveraging responsive and accessible design principles.

By owning the UX strategy and UI design for this project, I was able to deliver a refined, user-friendly e-commerce platform that reflects Huxley’s brand values while driving user satisfaction and conversions.

This case study showcases my ability to lead complex UX design projects, balancing business goals with user-centric strategies to create compelling, results-driven digital experiences.