In the quiet corners of a small, woman-owned business—Wayfinder Wix & Things—there was a story waiting to be told. It wasn’t just about a business; it was about the people behind it and the users they served. The brand had once been a guiding light for creativity and learning, but over time, it began to feel outdated, disconnected from the users it aimed to support. That’s where my journey began.
Project Type: End-to-end responsive website + branding
Role: Sole product designer + brand designer
Industry: Handcrafted Goods, Artisinal Crafts
Tools: Figma, FigJam, GSuite, Adobe Creative Suite, Zoom, Notion
Duration: Q4 2018 to Q3 2021
Project Overview
Wayfinder Wix & Things embarked on a journey to redefine its brand identity and elevate its digital presence. Over the course of nearly three years—from October 2018 to August 2021—I had the privilege of leading this transformation as the sole product designer. The challenge was not just about updating visuals, but creating an experience that felt cohesive, intuitive, and aligned with user needs.
Setting the Stage
Wayfinder Wix & Things promised exploration and discovery, but its digital experience fell short of this vision. Through conversations, surveys, and interviews, I gathered insights that painted a clear picture of user frustrations—confusing navigation, outdated aesthetics, and a disconnect between the brand’s promise and its digital reality. These insights became the foundation for meaningful change.
Initial Assessment and Strategy Development
Laying the Foundation
The initial phase was about understanding the gaps and emotional experiences users faced. Through mapping user journeys, I uncovered the underlying issues—broken pathways, frustration, and a lack of trust. This wasn’t just about fixing a website; it was about rebuilding a meaningful connection with the users.
Key Activities:
• Conducted visual and verbal brand audits.
• Carried out user interviews and surveys.
• Analyzed market trends and competitors.
Reflections and Learnings
This phase taught me the importance of thorough research and listening. Understanding the user’s perspective and the market dynamics provided a solid foundation for all subsequent design decisions. It reinforced that successful design is user-centered and informed by real-world insights.
Conceptualization and Design
The Creative Phase
With a clearer understanding, I began designing with intent. A modern logo and cohesive color palette gave the brand a fresh, approachable identity. The website and mobile app were reimagined to guide users smoothly through their journey, enhancing usability while preserving the core message of exploration and discovery.
Key Activities:
• Developed a new logo and cohesive color palette.
• Redesigned the website for improved user experience.
• Updated the mobile app for consistency with the new brand.
Reflections and Learnings
This phase underscored the value of creativity grounded in strategy. Balancing aesthetics with functionality is key to creating designs that are not only beautiful but also effective. It also highlighted the importance of consistency in brand identity across different platforms.
Implementation and Development
Bringing the Vision to Life
Turning concepts into reality required precision and collaboration. Working closely with developers, I ensured every design detail translated seamlessly into the final product. Usability testing was a key component, refining interactions to provide a more intuitive experience for users.
Key Activities:
• Created high-fidelity prototypes and interactive mockups.
• Conducted usability testing, achieving a 25% improvement in task success rates.
• Collaborated closely with my developer to ensure seamless design implementation.
Reflections and Learnings
Collaboration and communication are critical in the implementation phase. Working closely with developers ensured that the design vision was accurately realized. This phase taught me the importance of flexibility and adaptability, as real-world constraints often require adjustments to the initial design.
Launch and Post-Launch Activities
The Grand Unveiling
The launch of the revamped Wayfinder Wix & Things was a celebration of transformation. Pre-launch efforts built excitement, while post-launch monitoring and iterative updates ensured the brand remained aligned with user needs and business goals.
Key Activities:
• Executed pre-launch campaigns, boosting site traffic.
• Implemented analytics tools to monitor performance and track KPIs.
• Conducted iterative updates based on user feedback.
Reflections and Learnings
The importance of a well-orchestrated launch strategy cannot be overstated. Creating buzz and engaging the audience is crucial for a successful launch. Post-launch, continuous improvement is key—monitoring performance and iterating based on user feedback ensures long-term success.
Challenges and Solutions
Navigating the Storm
Budget constraints, evolving business needs, and the impact of the COVID-19 pandemic introduced hurdles. Each challenge, however, became an opportunity to innovate, adapt, and refine the design approach to better meet user expectations and business objectives.
Key Challenges:
• Limited funding required innovative, cost-effective solutions.
• Evolving business needs necessitated flexibility in design strategy.
• The COVID-19 pandemic introduced unforeseen hurdles, which we navigated through proactive design and planning in a remote setting.
Reflections and Learnings
Challenges are inevitable, but they are also opportunities for growth and innovation. This project reinforced the value of resilience, adaptability, and creative problem-solving. Each obstacle provided a chance to learn and improve.
Conclusion
The Transformation
Wayfinder Wix & Things underwent a complete transformation—one that blended creativity with strategy to create a compelling, user-centered experience. From overcoming challenges to embracing user feedback, the project reinforced my belief in the power of thoughtful design that resonates with users and drives meaningful outcomes. As the sole UX/UI Designer, I navigated a myriad of challenges, from budget constraints to adapting to the changing business needs and the global disruptions of the COVID-19 pandemic. Through strategic design thinking and a user-centered approach, I delivered a comprehensive design solution that did more than just give a face-lift.
Reflections and Learnings
Looking back, the Wayfinder Wix & Things project was more than a simple rebrand—it was a lesson in adaptability and resilience. Each phase—from research to implementation—taught me the importance of staying connected with the user. Adapting to a small, woman-owned business with evolving needs required flexibility, and the challenges became opportunities to grow as a designer.
Moving forward, I carry the lessons of empathy, adaptability, and the power of storytelling in design. Every project is a chance to not only create solutions but to leave a lasting impact—one that resonates deeply with both users and the business itself. This was my first real-world project, my first time using Figma, and I will never forget the experiences here.
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