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CFI Site Redesign

CFI Site Redesign

CFI Site Redesign

E-commerce

E-commerce

Site Redesign

Site Redesign

Wireframing

Wireframing

Lo-fi redesign of the website for Celebrate Festival Inc, a restaurant equipment business, to increase conversions.

Lo-fi redesign of the website for Celebrate Festival Inc, a restaurant equipment business, to increase conversions.

Overview

Overview

Role

UX Design Consultant

Timeline

13 weeks (Jun - Sep 2025)

Team

1 PM, 1 founder

Responsibilities

UX research, Lo-fi wireframes, IA redesign + heuristics

Celebrate Festival Inc is a specialty restaurant equipment and supply company in Fremont, California, with a customer base primarily consisting of Indian restaurant owners. I worked with them to address low conversion rates and poor usability on their Shopify site, and to position the business for expansion into broader markets.

Collaborating directly with the founder and aligning with the marketing team's existing plans for a phased implementation, I created lo-fi wireframes for a site redesign, informed by a UX audit, competitive analysis of 4 leading competitors, and research into e-commerce best practices. These were later handed off to marketing and development teams for hi-fi execution and implementation.

Role

UX Design Consultant

Timeline

13 weeks (Jun - Sep 2025)

Team

1 PM, 1 founder

Responsibilities

UX research, Lo-fi wireframes, IA redesign + heuristics

Celebrate Festival Inc is a specialty restaurant equipment and supply company in Fremont, California, with a customer base primarily consisting of Indian restaurant owners. I worked with them to address low conversion rates and poor usability on their Shopify site, and to position the business for expansion into broader markets.

Collaborating directly with the founder and aligning with the marketing team's existing plans for a phased implementation, I created lo-fi wireframes for a site redesign, informed by a UX audit, competitive analysis of 4 leading competitors, and research into e-commerce best practices. These were later handed off to marketing and development teams for hi-fi execution and implementation.

Problem

Problem

Celebrate Festival Inc's website was currently suffering from poor user experience and low customer conversion. Working directly with the founder to identify pain points, we decided on the following objectives:

  • Convert more visitors into customers

  • Streamline navigation so the founder could easily share products with shoppers

  • Enable upselling to increase revenue per order

  • Balance audiences, keeping their existing core Indian restaurant base while also expanding to broader markets

At the time, the top menu bar was confusing, product categories weren’t intuitive, and upselling opportunities were missing. Customers often struggled to navigate confusing menus and dense layouts, making it hard to quickly find the right products.

Celebrate Festival Inc's website was currently suffering from poor user experience and low customer conversion. Working directly with the founder to identify pain points, we decided on the following objectives:

  • Convert more visitors into customers

  • Streamline navigation so the founder could easily share products with shoppers

  • Enable upselling to increase revenue per order

  • Balance audiences, keeping their existing core Indian restaurant base while also expanding to broader markets

At the time, the top menu bar was confusing, product categories weren’t intuitive, and upselling opportunities were missing. Customers often struggled to navigate confusing menus and dense layouts, making it hard to quickly find the right products.

Research

Research

Unfortunately, since early customer surveys didn’t yield responses, I pivoted to faster and more actionable methods for feedback. I ran a UX audit to surface immediate usability issues, analyzed 4 leading competitors to benchmark best practices, and met regularly with the founder to capture business needs.

Competitive Analysis + UX Audit Findings

These methods gave me enough data to understand customer expectations without direct user interviews. The insights also revealed where Celebrate was falling behind and why customers might drop off.

From research and founder alignment, I set three clear goals:

  1. Enhance Usability: Help customers quickly find what they need (reducing drop-offs)

  2. Increase Upselling: Encourage add-ons in checkout and product pages (raising cart value).

  3. Restructure Categories: Organize products in standard ways (while allowing for growth).

Ideation

Ideation

Given the marketing team's plan to lead the hi-fi phase, I focused on creating a robust, lo-fi framework that they could easily build upon. My first step was restructuring the sitemap to simplify navigation and reduce drop-offs. Because the founder needed a system that could scale, I paired the design with a set of heuristics, educated by research insights and e-commerce best practices, that the founder could follow for future updates.

Menu Bar Heuristics

  1. Limit second-level categories (categories that appear on menu hover) to 4–6

  2. Add redundancy between list items to increase customer discovery

  3. Use a “More Items” section to avoid overload but keep popular items visible

  4. Hide third-level categories from hover to reduce content overload

Menu Bar Navigation Changes

Next, I designed lo-fi wireframes based on these principles, incorporating:

  • Upselling opportunities (e.g., featured add-on sections)

  • Cleaner CTAs like “Call Now” (during open hours) or “Email Now” (after hours) for better accessibility

  • Consistent design system across carousels, headers, and footers to reduce rework

I also kept close collaboration with the development team to validate technical feasibility. This ensured every proposed change was realistic within Shopify’s constraints.

Design System/UI Library

Given the marketing team's plan to lead the hi-fi phase, I focused on creating a robust, lo-fi framework that they could easily build upon. My first step was restructuring the sitemap to simplify navigation and reduce drop-offs. Because the founder needed a system that could scale, I paired the design with a set of heuristics, educated by research insights and e-commerce best practices, that the founder could follow for future updates.

Menu Bar Heuristics

  1. Limit second-level categories (categories that appear on menu hover) to 4–6

  2. Add redundancy between list items to increase customer discovery

  3. Use a “More Items” section to avoid overload but keep popular items visible

  4. Hide third-level categories from hover to reduce content overload

Menu Bar Navigation Changes

Next, I designed lo-fi wireframes based on these principles, incorporating:

  • Upselling opportunities (e.g., featured add-on sections)

  • Cleaner CTAs like “Call Now” (during open hours) or “Email Now” (after hours) for better accessibility

  • Consistent design system across carousels, headers, and footers to reduce rework

I also kept close collaboration with the development team to validate technical feasibility. This ensured every proposed change was realistic within Shopify’s constraints.

Design System/UI Library

Solution

Solution

The final outcome was a full set of lo-fi wireframes that:

  • Streamlined navigation so customers could reach products faster

  • Introduced upselling opportunities to raise cart value

  • Improved category organization to match customer expectations

  • Provided a scalable design system and wireframes for hi-fi implementation.

The final wireframes were delivered to the marketing and development teams for hi-fi implementation and execution. While the site is awaiting launch, the founder expressed confidence that the new design will significantly improve user experience and conversion.

Final Wireframes

Homepage
Category Page
Product Page

Reflection

Reflection

While there were some setbacks, such as the founder’s limited availability, I pushed forward anyways, and in the end, I'm extremely proud of the work I delivered

This project helped me grow in how I communicate and justify design decisions. I learned to explain not just what I designed, but why it mattered for the business and users. Even with constraints, I was able to create a clear, usable framework that the marketing and dev teams could confidently build on.

If I were to do anything different, I’d bring in lightweight user research and validation earlier, in order to balance the consideration between business goals and customer perspectives.

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Let's get in touch!

Designed by Cory Chung © 2025

Let's get in touch!

Designed by Cory Chung © 2025

Let's get in touch!

Designed by Cory Chung © 2025

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