EW•WE•ME Giftboxes

eCommerce Website

back end development
ux audit
front end development
mood boards
visual design
usability testing
user flows
low-fi prototyping
information architecture

EW • WE • ME creates modern, curated and purposeful gift boxes using Canadian-made & Sourced premium products. Each product is packaged in a beautiful wooden gift box, customizable to suit any occasion. As a high-end, luxury product retailer, the website needed to strike a balance between simplicity and elegance while providing the flexibility to adapt to a continually changing product catalog.

This project was an absolute pleasure to work on, as it was done for a former colleague who recently launched her own home-based business.

My role in this project

  • Conducted a competitive review of similar services available such as WeightWatchers®, MyFitnessPal® and Noom®
  • Developed an overall user flow depicting service onboarding, food logging and integration with 3rd party services
  • Designed and built an extensive set of high-fidelity prototypes using AxureRP
  • Created a detailed property map that presented technology requirements alonside user interactions within the application
  • Completed a full branding exercise including mood boards, logo concepts and associated collateral
  • Designed various app screens and user flows using Sketch
  • Liaised with app developers throughout MVP process
Mobile app visual design samples
Unlike other weight loss apps, Fitmethod aims to simplify the often laborious process of finding and logging food.

In three simple interactions, a food can be entered into the user's food diary. User behavior is rewarded with achievements and educational content around nutrition. is some text inside of a div block.
Navigation and flow samples
The "My day" dashboard provides users with an overview of their current food diary with macronutrient and exercise activity visualizations.
Visual identity mood boards
As part of the rebranding exercise, I developed initial logo concepts paired with mood boards to demonstrate the corresponding design languages.
High-fidelity prototyping
Using AxureRP, I developed an extensive set of high-fidelity mobile prototypes that simulated key tasks like onboarding, logging food and entering physical activity.
User journey mapping
I developed a hybrid user journey / technology diagram that presented user movement through the app alongside key technology decision points. This was developed in parallel with business modelling.
Competitive review
As part of my competitive review, I diagramed one of the key differentiators for Fitmethod - simplified food logging. In this diagram, the number of overall interactions are compared between MyFitnesspal (a key competitor) and Fitmethod for logging a simple food like a banana, and a more complex food like a sandwich.

Our role in this project

  • Worked with the business owner to develop an overall information architecture for the website and define requirements for eCommerce functionality
  • Preparing a website UI design based on brand identity & materials developed by a third party
  • Designed a product database and architecture to align with the business owner's needs
  • Prepared custom logic components to support special product scenarios and product categories/listings
  • Conducted training sessions with the client to demonstrate Webflow features and product inventory/maintenance

View the live website

In addition to providing the satisfaction of helping out a friend, this was an enjoyable learning experience as it gave us hands-on experience working with and building using Webflow's eCommerce features launched in late 2018. As a platform, we was pleasantly surprised with the ease-of-use while retaining a substantial amount of flexibility to customize the UI and build out logic based on the client's needs.

View additional assets from this engagement

View more work samples

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