Lily’s Sweets

Make Life Sweeter.

Lily’s Sweets – Responsive Ecommerce Redesign

As Lead UX/UI Designer, I defined the research strategy, designed the ecommerce architecture, and delivered a responsive platform that balanced B2C emotional engagement with B2B efficiency. The redesign increased online product discovery, streamlined checkout, and aligned with the brand’s modern visual identity.

OBJECTIVE

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Primary Challenge:

Integrate a new ecommerce platform without disrupting B2B workflows, while visually elevating the brand for consumer appeal.

Business Goals:

Increase direct-to-consumer online sales. Maintain quick reorder path for wholesale buyers. Launch new product lines with minimal design/dev overhead via modular components

Solution Highlights:

Designed “Recipe + Featured Items” modules to boost cross-sell opportunities and promote seasonal product launches.

Recognized distinct audience needs:
• B2C shoppers are motivated by rich visuals, brand storytelling, and browsing.
• B2B buyers value speed, familiarity, and minimal clicks.

This informed a dual-path navigation strategy: immersive product discovery for B2C and a streamlined, repeat-order path for B2B.

B2C IN-STORE

Conducting customer interviews proved invaluable in gaining insights into the preferences between in-store and online shopping experiences. The findings revealed a general preference among customers for in-store shopping due to its convenience, especially for local residents. Additionally, customers expressed a fondness for the tactile and visual aspects of the in-store experience, where they could see and interact with products up-close.

Summary:

• Customers prefer in-store shopping, they perceive it as a more convenient option.

• Customers value the hands-on and visual aspects of in-store shopping, allowing them to closely interact with products.

B2C ONLINE

Research extended to an exploration of online stores, with a specific focus on direct competitors. This deep dive into their online features aimed to uncover industry conventions. However, while this feature comparison served as a solid starting point for competitor analysis, I recognized the need for a more comprehensive understanding of their online customer experiences. This approach proved instrumental in identifying elements that I wanted to integrate into the design while also confirming aspects that were not considered desirable.

Approach:

• Utilizing large imagery alongside products proves to be a powerful tool for enhancing the product presentation and bringing it to life.

• Simple navigation ensures easy access to a diverse range of product, while a clear user flow guides visitors through every step, from product discovery to checkout.