Tom Wen Portfolio

Design New Website for Koolands LLC - Camper Van start up fromly kown as Amazing Auto.

Role

UX/UI Designer

Team size

Platform

Web

Tools

Figma, Zoom, google survey

Project type

B2C/Marketing/Branding

Year

2023

Project length

4 month

Project Goal

Koolands redesign was to create a modern, user-friendly e-commerce platform that enhances the shopping experience while reinforcing brand identity. By streamlining navigation, optimizing the checkout process, and ensuring mobile responsiveness, the redesign aimed to boost conversions while delivering a visually cohesive and trustworthy brand experience.

My role

At Koolands, I served as the lead UI/UX designer, where I was responsible for completely overhauling the website’s design to enhance user experience and drive business growth. My role involved creating a visually appealing and intuitive interface that aligned with the brand’s identity, emphasizing strength and adventure.

Outcome

The redesign and branding resulting in a 30% increase in user retention and a 20% boost in online sales.

Mobile-first design strategy, enhancing the platform’s accessibility and usability on smartphones and tablets, which contributed to a 40% rise in mobile traffic.

Section break down

To enhance user engagement and simplify navigation, the redesign focused on curating only the most essential content, emphasizing key products and brand messaging. This refined approach allows the streamlined layout to better guide users toward their goals while reinforcing the brand’s adventurous identity.

Footer

Navigation

Hero

Brand message

Best Sellers

Recommended products

Original

Final Thought

After completing the redesign, we learned that simplifying the layout and focusing on a clean, user-centric design significantly improved user engagement and decision-making. The final takeaway is that creating a visually cohesive experience that prioritizes key information while maintaining brand identity can lead to better customer satisfaction and increased conversions.

UI Components

The UI components for Koolands are designed to feel strong and sturdy, reflecting the durability and reliability of the products themselves. The aim is to convey a sense of robustness through clean, bold lines, solid colors, and structured layouts that mirror the brand’s core values of strength and quality.

Button Default State

Button Hover State

Secondary Button

Secondary Hover

Linked Text

Important notes

Fill Box

Selected Box

Incorrect information

Quantico

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Visual design

Evoking a sense of adventure and exploration. The website opens by immersing users in an experience that highlights the destinations they can reach with Koolands products.

Desktop

Mobile

Competitor analysis

Aluminess

Rhino Van

Owl Van

For the web design competitor analysis at Koolands, we focused on comparing the online presence of Aluminess, Owl Van, and Rhino Vans. This analysis helped us understand industry standards, identify best practices, and discover opportunities for Koolands to stand out with a more engaging and user-friendly website design.

User survey

Before starting the redesign of the Koolands website, we conducted a survey of 200 customers to gather insights on what they liked or disliked about the old website and the company. This feedback was crucial in shaping the direction of the new design, ensuring it addressed the specific needs and preferences of our audience.

7.2 rating overall experience on the original website quality