2 Experiment Xion.Store Blue


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Project Brief

  • Xion.Store Utah based startup company currently undergoing growth.

  • Outdoor retailer eCommerce modeled similar to Amazon's business.

  • Interfaced with stakeholder and received briefing of the objectives

  • CEO desired for new visitors to understand the company business model

My Approach

  • Focus on changing only things that were needed (i.e. user pain points)

  • Help users recognize Xion’s business model (Stakeholder’s) concern

  • Allow users to reveal design flaws through task instructions (usability testing)

  • Make iterations in design based off research findings

visual design

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Checkout Form




1) Xion buyer protection seal is better situated next to the credit card information. 2) Users could not figure out how to remove an item after it was placed in the cart. 3) Quantity of items were not adjustable. 4) Studies show that credit card information placed on a banner with a darker background makes people feel safer.



1) Local Bike Shops carousel adds to an overcrowded look and is unnecessary. 2) Multiple users commented that the blurry video thumbnail seemed out of placed. To reduce it's distraction and improve aesthetics I designed an invisible thumbnail. 

1) Moving words were originally placed next to the search bar. The area was so small that it was easy for it to go unnoticed. 2) The main image needed to be replaced by a larger hero image to create an open space to reduce the overcrowded look and provide a place to put important information. 3) Poor quality images needed to be replaced with higher quality. 4) The title "Learn" was unclear needing an alternative description.



1) Users found that highlighting information contained within each word category made it easier to track. 2) Users were confused as to why the word "All" was located in two different spots but performed different task. I replaced one of them with the more descriptive term "Category".

visual design

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Creating a larger hero image helped the website appear less crowded and provided a place where important messages are easily noticed, where eyes can readily detect movement. An about us section was moved to a more common location as well as a section were people can find participating xion.store retailers.


Competitive analysis can be critically important when trying to discover flaws in a design. Studying the layout of multiple designs provided inspiration and insights that would otherwise go unnoticed.  I also devoted a significant amount of time studying UX articles on how to improve eCommerce layouts. Studying UX research while conducting my own research helped improve the ideation process .