Core UX Problems

The existing site, built on WordPress - WooCommerce with a basic Elementor theme, lacked the visual quality and structural clarity expected of a premium home décor brand.



The homepage hero was cluttered and failed to communicate brand differentiation. Navigation between 13 product categories was overwhelming with no visual hierarchy. The product catalogue lacked filtering and a proper product detail experience. There was no B2B-facing interface — furniture vendors had no structured onboarding or catalogue management system. 



The checkout flow was unintuitive, and cart abandonment was likely high. Trust signals and social proof were buried or absent above the fold. The overall visual identity felt generic rather than premium African craftsmanship

[OLD] AfroFurnish Website: The existing website struggled with unclear navigation, low-visibility calls to action, and a weak visual hierarchy, making it difficult for users to browse with confidence on what they want.

[OLD] AfroFurnish Website: Navigation bar on homepage with navigations between 13 product categories which was overwhelming with no visual hierarchy. The product catalogue lacked filtering and a proper product detail experience.

Opportunity

A full UI redesign — B2C storefront and B2B vendor dashboard — would position AfroFurnish competitively against international furniture marketplaces while owning a distinct African luxury identity. This was a ground-up design system opportunity, not a template refresh.

My Design Approach

How I solved the business + user problems.

A complete platform redesign in Figma, covering six major experience areas: homepage, product catalogue, product detail, checkout flow, and a dedicated B2B vendor dashboard — all built as a cohesive design system with reusable components, documented in developer-ready layouts.



B2C Storefront: Redesigned the homepage with a conversion-focused layout. A cinematic hero section emphasising AfroFurnish's cultural identity, a restructured navigation with clear category groupings, featured collections with editorial-grade product photography placements, trust sections (testimonials, delivery promise, brand values) brought above the fold. Product category pages were reimagined with persistent filter sidebars, sortable product grids and list views, and a detailed product page with material breakdowns, similar products, and a sticky add-to-cart CTA.


Checkout Flow: A three-step checkout redesign — cart review, shipping & payment, confirmation — reduced cognitive load through progressive disclosure, inline validation, and a persistent order summary sidebar. Payment and shipping options were visually disambiguated with clear state feedback.


B2B Vendor Dashboard: Designed a dedicated vendor portal from scratch - onboarding flow, product upload interface with structured fields and image management, catalogue management with bulk actions, an orders dashboard with status management, a sales overview with key metrics, and an inventory tracker. This unlocks AfroFurnish's marketplace model and gives furniture owners a professional management surface.

My Creative Process

Results

Designing a scalable marketplace architecture

The redesign completely transformed how AfroFurnish presents itself online. The new homepage immediately communicates the premium, culturally rich identity the brand needed, and the vendor dashboard gave the furniture partners a professional management experience they didn't have before.

Gallery

[NEW] AfroFurnish Website: Redesigned Homepage showcasing a well-structured navigation bar with moder layout and better UI for optimized user experience.

Mobile view display of Afrofurnish website displaying the 'All product' guiding users more through the shopping journey. Better visual hierarchy, clearer calls to action, and simplified navigation help users find eyewear products faster, stay engaged, and move to checkout with less hesitation.

[NEW] AfroFurnish Website authentication page for user signup, logins and forget password process for instant check in and fall-in rate.

[NEW] AfroFurnish Website: B2C dashboard homepage with a quick side nav bar for user actions and in-pages to carry activities such as order placements, create return orders, account and profile settings setup, help and support, log-out etc.