CLIENT
KANOMI
YEAR
2024
ROLE
UX/UI Design
Visual Identity
Creative Direction
Where nature’s bold vitality meets the strength and versatility of the modern woman
OVERVIEW
Build and design a responsive, user-friendly website that aligns with KANOMI’s brand identity while enabling international buyers to discover and purchase its products effortlessly. By integrating Shopify, the website will provide a seamless shopping experience, supporting business expansion and increased sales.
ISSUE
KANOMI currently lacks an online presence, relying solely on in-store purchases and WhatsApp communications for catalog inquiries and orders within Venezuela. Customers must message the company to request the catalog, check prices, and confirm stock availability. This process creates friction for both local and international customers, making the shopping experience inefficient and limited.
DESIGN APPROACH
For the KANOMI website, my design approach centers around simplicity, authenticity, and seamless functionality to reflect the brand’s artisanal craftsmanship and modern tropical aesthetic. I aimed to create a digital experience that embodies the exclusivity and cultural authenticity of KANOMI while providing a user-friendly, accessible shopping experience.
Methodologies
User Interviews
Analytics Review
Collaborative Workshops
User Flow Maps & Journey
Visual Identity
Prototyping in Figma
Project Overview
KANOMI is a brand that merges artisanal craftsmanship with modern tropical aesthetics, sustainability, and exclusivity. With a distinctive blend of cultural authenticity and contemporary style, KANOMI is positioned to attract a global audience seeking unique, high-quality products.
Mapping out the business goals provided a broader perspective of the project. My research focused on identifying the key pain points, defining clear business objectives, and understanding how the website could provide long-term value and benefits for the company, improving both operational efficiency and customer experience
Methodologies
Competitive Analysis
Persona Development
Collaborative Workshops
Competitive Analysis
I conducted a competitive analysis of Kanomi's main competitors, as identified by the brand's team, to understand their strengths and offerings. This research helped me contextualize Kanomi's positioning in the market and identify its unique selling points (USPs). With these insights, I was able to strategically shape the brand's approach, ensuring that Kanomi’s identity and business objectives stand out and excel in the competitive landscape.
Interviews Takeaways
By understanding the pain points and needs of each user persona, I was able to translate these insights into a tailored design approach that not only addresses their challenges but also enhances their overall experience with KANOMI.
To visualize the collaborative process and the outcomes of the workshop, I created two key diagrams: a workflow chart outlining the step-by-step approach we took, and a mind map highlighting the main discussion points and areas of focus. These diagrams helped us structure ideas, align on priorities, and ensure all aspects of the project were considered before moving forward.
Workflow Chart
Mind Map
Deliverables
User Journey Maps
Feature Prioritization
Design Brief
User Flow
User Flow & Feature Prioritization
By designing the structure of the user flow, we were able to highlight and prioritize key features, ensuring that each step effectively addresses the critical factors discussed earlier, thereby creating a seamless and intuitive UX experience.
This line emphasizes both the thoughtful prioritization of features and the focus on ensuring that each step in the flow contributes to a smooth and user-friendly journey
With these key metrics and goals in mind, I prototyped the user flow in Figma to visualize the seamless path for users, ensuring every step aligns with KANOMI’s business objectives and user-centric solutions
For KANOMI, I conceptualized the visual design by deeply resonating with the brand’s aesthetic essence and core concept. My approach is inspired by the key principles of minimalism, cleanliness, and tropical influence.
The visual system was thoughtfully crafted around Kanomi’s Catalog, which conveys both sensitivity and warmth, enhancing the brand’s identity. The result is a seamless blend of modern sophistication and tropical serenity.
KANOMI’s Catalog / SUMMER // ÉTÉ / VERANO ‘24 . pg 41
The color palette was thoughtfully designed to align with KANOMI’s core identity, blending tropical influences and sensitivity, while staying deeply focused on enhancing the visual appeal of their catalog
Final Review
Successes
The project was completed efficiently, with a strong sense of collaboration between myself and the KANOMI team. Working closely with the brand members made it easier to understand their passion and vision, which fueled my dedication to crafting a website that truly reflects their essence. As a designer from Venezuela, I felt a deep connection to KANOMI’s artisanal, authentic approach, which perfectly aligned with my own design perspective.
The workshop was a particularly memorable moment in the process, where brainstorming ideas with the team helped me grasp the full scope of the brand’s goals and mission. It highlighted the immense value of collaborative sessions, as they allowed us to fine-tune the user flow with minimal revisions and quickly move from prototypes to the final design. This teamwork not only streamlined the process but also ensured the design would resonate with both the brand and its customers, setting the stage for future success.
Challenges & Learnings
At the beginning of this project, I felt a sense of intimidation as it was my first project as a freelance designer. However, my excitement quickly took over as I was working with a brand I truly admire, and that sense of passion carried me through. One major takeaway from this experience is that, while I didn’t have the opportunity to conduct A/B testing or in-depth user research for international customers due to the limited time frame, I still made the best use of the available insights and team collaboration.
Following the brand's owner and team guidelines was both an exciting and challenging aspect. I felt somewhat constrained in terms of conducting extensive research and testing, but I was able to deliver a product that aligned with the brand's vision and goals. Despite these limitations, the project turned out well, with positive feedback from both the team and data supporting the decisions made.
Moving forward, I’ve learned that in future projects, prioritizing user research and testing, particularly for international markets, is essential. It’s something I will always incorporate into my process, as I truly believe it can elevate the quality of the final product and ensure its long-term success.
