Copy of Xion.Store Red


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Project Brief

Xion.Store Utah based startup company currently undergoing growth. The company operates an eCommerce website in which local bike shops can sell their products, similar to how Amazon's business model is structured. During the briefing with the CEO of the company, he informed me that he would like particular attention devoted to helping first customers understand what the Xion website is all about. He mentioned that many people don't realize they are buying from brick and mortar bike shops. The rest of the project he left up to me to discover things that were problematic.

My Approach


  • Changing only things that were needed (ie. user pain points)

  • Help users recognize Xion’s business model

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

  • Make iterations in design based off of research findings

Checkout Form


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  1. Xion buyer protection seal more appropriate within credit card form

  2. Users could not figure out how to remove items from cart

  3. Item quantity was not adjustable like typical eCommerce shopping carts

  4. Studies show credit card forms inside a darker banner makes users feel safer



5. Low quality images featuring participating retailers

6. Video thumbnail was blurry and clashed with vector illustration

  1. Small moving words next to search bar easily went unnoticed

  2. Increasing size of banner image helped landing page look less crowded

    while opening space for advertisement

  3. Poor quality images needed to be replaced by higher quality

  4. The title “learn” was unclear and needed 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 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 .