Soulara

eCommerce Website

Soulara is a plant-based meal delivery service in Australia that provides nutritious, ready-to-eat meals made from high-quality, fresh produce. This project showcases a complete redesign and rebuild - a replica of the site structure used for MACROS.

MY ROLE

Led and executed User research, prototyping, UI design, and testing

Developed and maintained a design language across desktop and mobile devices

Championed developer collaboration

IMPACT

Achieved a 20% increase in user engagement

25% boost in sales, within the first 3 months post-launch

Launch was crucial in the business takeover by v2Foods

Project Goals

A strategic move to transition to the Shopify Plus eCommerce platform would enhance the service provided to Soulara customers, optimize operations, and facilitate future expansion.

Soulara aimed to transform its brand presence in Australia. By restructuring the site, they sought to connect with a broader audience more effectively through flexible ordering options, ultimately boosting customer acquisition and retention.

PROJECT DURATION

6 months to launch

2 months were allocated for UX and UI activities

01 Ideate

Information Architecture

During the creation of the site's Information Architecture, this slightly varied compared to the MACROS IA. I pinpointed and implemented minor feature changes to the blueprint which I could validate its success in the testing phase.

Visual Design

Due to budget and tight deadlines, we used the wireframes implemented in the MACROS project with minor changes that adhered to legacy brand values and design principles.

See it in action

Design System

Adopting an atomic design methodology akin to MACROS for Soulara, I deconstructed the design system into atoms, molecules, and organisms that interlock and build upon each other. This method aimed to establish a system that was both efficient for designers to utilize and straightforward for developers to implement. This approach enabled the creation of a flexible and scalable design system, ensuring future-proofing and adaptability to the client's evolving needs.