Project Overview
Genius Pack produces premium travel luggage with standout functional features, Laundry Compression Technology, an Engineered Interior Panel, and a built-in Portable Charger integration. The problem: their ecommerce website was selling products the way every competitor did, showing the bag, listing the price. The unique features that made Genius Pack worth the premium weren't coming through.
The challenge: help customers understand what makes Genius Pack different, not just see it. Feature comprehension before purchase drives conversion.
UI Evaluation, Problems Identified
I conducted a systematic UI evaluation of the existing Genius Pack ecommerce website to identify areas limiting customer understanding and engagement.
Feature Invisibility
Unique product features like Laundry Compression Technology were buried in text descriptions, not visualised or demonstrated.
Product = Just a Bag
Photography showed the exterior only. No visual storytelling of what the bag does inside, the core differentiator.
No Feature Comparison
Customers couldn't easily compare models or understand which features justified which price tier.
Weak Visual Hierarchy
Page layouts lacked clear hierarchy, the most compelling product benefits didn't have the visual weight they deserved.
Product Features, Brought to Life
The redesign centred on making Genius Pack's unique features the hero of every product page, not an afterthought.
Design Solutions
- Redesigned product page hierarchy, features lead, product details follow
- Created visual storytelling modules showing each feature in context of real travel use
- Designed interactive feature comparison across product tiers
- Improved visual hierarchy, bold section headers, scannable feature cards with iconography
- Responsive layout ensuring feature storytelling worked on mobile, where most browsing happens
- Produced detailed design mockups aligned to Genius Pack's brand identity
Design Process
Evaluate
Systematic UI evaluation of existing site, heuristics + customer journey
Identify
Mapped core conversion blockers to specific UX problems
Design
Wireframes → visual mockups → feature storytelling modules
Deliver
Production-ready designs aligned to brand, dev-ready specs