Hi, I'm Hana

Fishs Eddy

Website Redesign

Overview

Fishs Eddy is a retail store known for its quirky and unique kitchenware. In this case study, I’ll walk you through the current website’s issues based on user testing, the improvements in navigation and information architecture, and finally, the redesigned mockups and prototype.

Role

UI/UX Designer

Current Site Evaluation

User testing, competitive analysis, and a heuristic evaluation revealed key usability issues with the site. The homepage failed to guide users toward shopping, leaving most unsure where to start. Finding products were a challenge due to the lack of filtering and sorting tools, and adding items to the cart disrupted the shopping flow. While checkout was straightforward, navigation across the site was confusing. Essential information like contact details and store hours was buried under an “About Us” page, and redundant links added to user frustration.

Based on this knowledge my redesign objective were to improve user engagement, enhance the shopping experience, simplify navigation, and maintain the brand.

Creating a New Design

Homepage
The redesigned homepage combines visual appeal with clear shopping functionality. Featured products and best-seller highlights now appear above the fold, giving users an immediate entry point to start browsing. The updated header improves navigation clarity, while the addition of a language adjuster enhances accessibility. The footer retains its familiar layout but now includes store hours and location information for easier access. Overall, the homepage better communicates the brand’s offerings and encourages immediate engagement.

Product Page
Filtering and sorting tools were introduced to streamline product discovery, allowing users to quickly narrow their search. A new “favorite” button enables saving items for later, improving convenience for repeat visits. The quick-add feature lets users add items to their cart without leaving the page, and a subtle pop-up confirmation replaces the previous redirect to checkout—preserving the shopping flow. This pop-up also includes product recommendations to promote continued browsing and increase cross-selling opportunities.

Product Details Page
The product details page was redesigned to deliver a richer shopping experience. It now includes multiple product images, clear descriptions, and a new ratings and reviews section to build trust and support decision-making. “Recently Viewed” and “Similar Products” sections were added to keep users engaged and encourage continued exploration. These updates collectively enhance usability, transparency, and customer retention throughout the shopping journey.

Branding & High-Fi Prototype

After developing the initial wireframe, I incorporated feedback to create a high-fidelity version. I used the font from their logo (Futura) and preserved the brand's colors and patterns to ensure consistency. I also integrated elements inspired by the store’s handwritten signs to bring its in-store charm to the digital space. My goal was to preserve the store's distinctive brand identity and showcase its unique character throughout the website.