Role / Service
Brand Designer, UI/UX Designer, Front-End Contributor (CSS & Shopify customization)
Client / Employer
TekSmart, Swedish Consumer Electronics Brand
Duration
2024.05 - 2024.09
Project Brief Introduction
TekSmart is an e-commerce platform for a Swedish electronics retailer. I was responsible for the overall UI/UX optimization and brand visual design, including the logo, color palette, icon system, and UI enhancements. To address the lack of consistency in product category visuals, I created a unified icon set to replace the previously mismatched images. Additionally, I designed a product comparison interface to help users evaluate similar items more efficiently. I also refined key UI components such as micro-interactions and prompt designs to improve clarity and ease of use throughout the platform.
Project Overview
– Nordic Electronics Retail Experience
– Nordic Electronics Retail Experience
TekSmart is a Swedish electronics retail brand that curates products from various well-known tech brands. The client aimed to combine a Nordic aesthetic with a futuristic tech feel. The website was built on Shopify using a premade template, which presented some design constraints. At the start, only the brand name and concept existed, there was no logo or visual identity system in place.
Challenges
1. Limited flexibility due to using a Shopify template
2. No pre-existing visual identity or logo
3. Difficult to create a cohesive visual style with diverse product types
4. Nordic competitors’ websites are often minimalist and white-based, making differentiation harder
Design Strategies
1. Created a minimal yet distinctive logo and consistent color system
2. Used Nordic-inspired colors (e.g., misty blue, cool grays) to achieve a tech-forward aesthetic
3. Broke away from the typical white-background look common in the market
4. Designed a full set of custom icons for product categories to ensure consistency
5. Improved the comparison interface to support user decision-making more intuitively
Brand Identity Design
To establish TekSmart as a smart, trustworthy electronics brand with a Nordic flair, I designed a custom visual identity from the ground up — including the logo, color palette, and visual tone. The branding blends tech-driven motifs (like device icons and UI elements) with cool-toned colors inspired by Nordic minimalism. This approach not only reinforces TekSmart’s positioning as a smart electronics retailer but also helps it stand out visually in a saturated market.
Key Feature Flows
To improve the e-commerce experience, I designed and mapped out key user flows that introduce new features tailored to TekSmart’s needs:
1. Add-on Offers: Allowing users to bundle products with related accessories during checkout to increase average order value.
2. Collections & Smart Recommendations: Creating intuitive category navigation and surfacing AI-assisted product suggestions to streamline exploration.
3. Price Comparison: Enabling users to easily compare similar items across the site, promoting informed purchase decisions and building trust.
These flows were visualized and implemented with attention to interaction clarity and seamless UI behavior across devices.
UI Design System & Components
Establishing a consistent UI system with color palette, component behaviors, and visual elements for a seamless cross-platform experience. It improves clarity in wallet authentication, feedback in on-chain actions, and overall comfort for both Web2 and Web3 users.
1. Color palette
2. Icon
3. UI Components
