Redesigning the Zouk Amazon Storefront for Conversion Uplift
UI/UX
E-COMMERCE DESIGN
RESEARCH & ANALYSIS
GRAPHIC DESIGN
SYSTEM DESIGN
A data-driven graduation project focused on redesigning Zouk's Amazon storefront, resulting in 2x conversion. The visual design system focused on ensuring brand cohesiveness, maximizing discoverability, & staying current.
Company
Team
Links
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BRIEF & CONTEXT
This capstone graduation project focused on a UI/UX overhaul of the Zouk Amazon Storefront.
The primary objective was to achieve a significant conversion uplift by transforming it into a brand-centric, user-friendly experience, with the core deliverable being a redesigned Amazon Storefront system.
The entire system was specified as mobile-first and fully responsive for desktop dimensions, and the successful implementation ultimately resulted in a quantified 2x conversion increase.
WHAT IS THE AMAZON STOREFRONT THOUGH?
The Amazon Storefront serves as a dedicated, customized digital destination, allowing brand-registered sellers to establish a unique online presence and effectively showcase their brand identity, values, and entire product catalog in one curated, immersive environment.
This is a powerful tool to foster brand loyalty and significantly distinguish products within Amazon's competitive marketplace, allowing brands to tell their story, drive higher customer engagement, and directly impact conversion rates.
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DESIGN METHODOLOGY
RESEARCH
Competitive Benchmarking.
Secondary Research.
Zouk Marketplace Insights.
User Research.
Analysis.
BRAINSTORMING
Sketches.
Rough Wireframes.
Going through examples.
Creating new information architecture.
DESIGNING
Creating a Design System.
Low-fidelity Wireframes.
Graphic Design.
High-fidelity Wireframes.
Digital Iterations.
PROTOTYPING
Mockups.
Testing.
Feedback.
DEVELOPEMENT
Uploading it on Amazon.
Linking Pages.
Launching.
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RESEARCH & ANALYSIS
The initial phase involved a multi-pronged research effort encompassing competitive benchmarking (48 brands), user surveys (53-70 responses), and a thorough audit of the existing storefront.
We diagnosed core issues such as a critical lack of brand cohesiveness and inefficient Information Architecture (IA) that severely hindered product discoverability and consumer trust. I also learned and applied advanced research concepts, such as Jobs to be Done (JTBD), to better understand user motivation.
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Redesign priority shifted from purely visual appeal to Information Accessibility and Brand Trust as key purchase drivers.
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Competitive analysis highlighted the need to integrate interactive modules and simple, segmented navigation strategies to improve engagement.
Following the audit and user research, my process shifted from simply recording findings to questioning the 'whys' behind every insight. I learnt that every design decision—be it the addition of a certain video or a specific brand language used—needed to serve a bigger, overarching motive/area.
This meticulous questioning helped our research findings take shape and synthesize into four critical areas that became the absolute guiding pillars for the entire redesign. These pillars provided a clear, measurable framework for every subsequent step, ensuring our work was strategic and purposely.
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DESIGN LIMITATIONS ON AMAZON
•THE TEMPLATE CONSTRAINT:
The Amazon Storefront Builder operates primarily on a module-based template system, which fundamentally restricts complete creative freedom as designers must select from pre-defined content blocks without custom code. This system imposes strict requirements for uploaded assets and forces brands to maintain a standardized user experience across the Amazon ecosystem
•THE TECHNICAL CONSTRAINT:
This environment presented two key constraints: the inability to define custom widths due to fixed column ratios, which severely restricts intricate layout designs. Furthermore, achieving granular control over responsiveness is challenging, forcing strategic design compromises to ensure brand expression is maximized within the platform’s technical specifications.
Implementing a thorough Design System was important for scaling Zouk's digital presence on Amazon and directly addressing the conversion objectives. While the initial focus was on photography, I learnt to shift to a systemic approach, recognizing that a unified set of standards—encompassing typography, colors, and reusable components—was essential for achieving Brand Consistency and Cohesiveness across diverse storefront pages. This framework allowed us to accommodate existing visual assets while ensuring the storefront maintained a professional, user-friendly, and cohesive appearance, strengthening recognition and user trust.
DESIGN SYSTEMS
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• INFORMATION ARCHITECTURE:
Crafting the Information Architecture (IA) was critical, as the previous storefront featured over 20 disorganized pages that required extensive scrolling and severely hindered user navigation.
The foundational IA goal was to simplify this complexity by defining a clear structural blueprint focused on maximum discoverability. This involved streamlining the entire storefront into Home plus four key flows: Category Pages, Featured Collections, Best Sellers, and New Arrivals.
• WIREFRAME DEVELOPEMENT:
The foundational stage of the redesign involved low-fidelity wireframe development. This crucial phase aimed to establish the fundamental structure and user flow, defining not only the primary page navigation but also the strategic placement of products and the prioritization of information delivery. Our objective was to ensure a user-friendly, clean, and modern layout, establishing an intuitive structure that guides the customer seamlessly toward conversion.
REDESIGNING THE STOREFRONT
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OLD PAGE
NEW PAGE
WIREFRAMES
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IMPLEMENTATION
The final phase involved meticulously integrating the redesigned assets, IA, and design system components directly into the Amazon Storefront Builder. This process demanded strict adherence to the platform's constraints, including fixed column ratios and precise asset requirements, to ensure technical feasibility and optimal loading times.
We successfully utilized the builder's features, like the responsive design toggle, to guarantee the visual and functional integrity of the redesign across both mobile and desktop views.
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RESULTS & IMPACT
2x
Conversion Uplift
100,630
Visitors in the first month post-launch
The strategic UX/UI overhaul successfully resulted in a quantifiable 2x conversion uplift, fulfilling the primary project objective.
The meticulous implementation significantly boosted key performance indicators—Total Visitors & Sales Volume—greatly enhancing Zouk's digital presence, customer engagement, & overall market performance.
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REFLECTION
This capstone marked my first comprehensive experience designing for a major e-commerce platform, fundamentally deepening my appreciation for data-driven design and systematic approaches.
I learned that an Amazon storefront is far more than a collection of listings; it serves as a vital digital touchpoint where strategic design directly influences customer perception and sales. Every design decision, from information hierarchy to responsive layouts, was made to foster customer trust and enhance the digital brand identity.
Throughout this process, I successfully navigated the unique technical constraints of the Amazon Storefront Builder, including its module-based templates and responsiveness challenges.
My skills in design research, adapting creative vision to platform limitations, and balancing technical feasibility with user experience for diverse devices were significantly honed, demonstrating my ability to deliver feasible, high-impact design solutions in a constrained, real-world setting.