CASE STUDY

DROPS CANDIES

Website UX Redesign

ROLE

UX Designer

TIMELINE

3 weeks (August 2025)

CLIENT

Drops Candies

TOOLS

Overview

I worked with Drops Candies to redesign their e-commerce website and improve usability and accessibility. Over two weeks, I conducted site and accessibility audits, optimized navigation through card sorting, redesigned key pages, created a component library, and delivered an interactive prototype. The goal was to create a more accessible, user-friendly shopping experience.

The Challenge

Accessibility Gaps

Logo and color palette failed WCAG contrast standards, creating usability and legal compliance risks.

Navigation Overload

Too many menu items created decision fatigue (Hick's Law), slowing the shopping experience.

Confusing CTAs

Inconsistent call-to-action buttons and disruptive carousel behavior created confusion about next steps.

Design Approach

I conducted site audit and an accessibility audit, and then performed a card sorting exercise to identify the best way to organize their product categories. Based on these findings, I simplified their navigation, fixed the color contrast for WCAG compliance, and built a Figma component library to maintain consistency across the site.

Research & Discovery

To understand how users shop for cannabis products, I conducted site and accessibility audits, performed a card sorting exercise, and conducted real-world research through dispensary visits. These insights shaped my design approach.

Key Research Methods:

  • Card sorting exercise (shown) - revealed how users naturally organize product categories

  • Accessibility audit (Stark) - identified WCAG contrast failures

  • Competitive analysis - benchmarked against similar e-commerce sites

  • Usability testing - confirmed navigation confusion and carousel friction

Key Findings:

  • Users prefer simplified category structures over image-heavy menus (Hick's Law: more choices = longer decision time)

  • Color contrast failures created legal and usability risks

  • Carousel behavior caused confusion about next steps

Design Solutions

Homepage Redesign

Before

After

The homepage had multiple usability issues affecting user experience and accessibility. I redesigned it to:

  • Darkened header to achieve WCAG AA contrast compliance

  • Repositioned trust banner above the fold

  • Surfaced product-match quiz prominently

  • Enhanced customer reviews with persona imagery

  • Added loyalty program email signup banner

Navigation Drop Down Menu

Before

After

Simplified navigation by 67% (from 12 to 4 menu items), reducing decision fatigue (Hick's Law). Removed product images and visual clutter. Built a component library to ensure consistency across all menu states and variations.

Carousel to Static Product Grid

Before

Original Carousel

The original carousel created multiple friction points: it jumped between clicks, featured inconsistent CTAs ("Add to Cart" vs. "Learn More"), and distracting product backgrounds drew attention away from the products themselves, making product discovery confusing and unpredictable.

CREATED TWO COMPLEMENTARY SOLUTIONS TO IMPROVE PRODUCT DISCOVERY:

After

Featured Products - Static Layout

  • Replaced the moving carousel with a static layout to eliminate the disruptive category-jumping and provide a stable, predictable experience

  • Displayed cannabinoid content upfront as clear tags (THC, CBD, CBG, THCv) with exact amounts so users know exactly what they're getting before deciding

  • Added short product descriptions to each card explaining what the product does, giving users context without needing to click through

  • Surfaced subscription pricing directly on the card, showing both standard and discounted pricing for transparency

  • Consistent "Add to Cart" CTAs for straightforward purchasing

Browse by Effect - Another Path to Purchase

  • Organizes products by user intent (Energy, Relaxation, Creativity) using static layouts to eliminate carousel friction

  • Provides a second path to purchase alongside Featured Products, giving different shopper types multiple routes to find what they need

  • Replaces the auto-rotating carousel with a static, scannable experience that research shows converts better

  • Prevents navigation dead ends by offering alternative browsing strategies for users who don't see what they want in Featured Products

Outcomes & Impact

ACCESSIBILITY

✓ WCAG AA

Compliance achieved

NAVIGATION

67%

Menu items reduced

DELIVERABLES

12

Components created

Key Takeaways

What I learned: I found that reducing a site’s complexity really improves usability. The 67% menu reduction and color contrast revisions made the site much easier to navigate and the site more accessible.

Biggest lesson: I realized that I really enjoy designing for accessibility because it really does improve the whole user experience. Making sure the site is easy to navigate, has better color contrast, and has consistent components makes the overall experience more delightful.