Just Flavors

Project Overview

Just Flavors is an online vape flavors store that sells a wide range of flavored e-liquids. As Snowball, my responsibility is to design a user-friendly and engaging platform that will allow users to find and purchase their preferred vape flavors easily. The project duration is approximately two months.

The Product

Just Flavors is an online vape flavors store that provides users with a wide variety of e-liquid flavors. The store offers different brands and flavors, making it a one-stop-shop for vape enthusiasts.

The Problem

Just Flavors has been experiencing a low conversion rate despite having a high website traffic volume. The website is confusing, and users find it difficult to navigate, leading to a poor user experience. Users often end up abandoning their cart, making it difficult for the store to achieve its sales goals.

The Goal

The goal of this case study is to improve the website's user experience by creating a user-friendly platform that will make it easier for users to find and purchase their preferred vape flavors.

Our Role

As Snowball, our role is to research, analyze and design the website to ensure a smooth and enjoyable user experience


My responsibility includes understanding the needs of the users, researching and analyzing user behavior, designing user-friendly interfaces, and creating design solutions that are efficient and easy to use.

User Research

To understand the user's needs and preferences, I will conduct user research by gathering and analyzing data using the following Snowball metrics:

1. Website analytics to understand user behaviour on the website
2.Surveys to gather user feedback and Preferences
3. User interviews to gain a deeper understanding of user needs and pain points


Users of Just Flavors are vape enthusiasts who are looking for a wide range of e-liquid flavors. They are tech-savvy and expect a seamless shopping experience.

Pain Point

Users are finding it challenging to navigate the website, leading to a poor user experience. The website's confusing layout is causing users to abandon their cart, leading to a low conversion rate.


Persona 1: John, 25 years old
Job: Full-time student
Hobbies: Vaping, gaming, and watching TV
Tech-savvy: Yes
Needs: A wide variety of e-liquid flavors
Pain Points: Difficulty finding preferred flavours on the website
Persona 2: Sarah, 35 years old
Job: Nurse
Hobbies: Vaping, cooking, and traveling
Tech-savvy: Yes
Needs: A user-friendly website to purchase vape flavors easily
Pain Points: Confusing website layout and difficulty navigating the website

Problem Statements and User Journey Map

Problem Statement: Users are finding it difficult to find and purchase their preferred vape flavors due to the confusing website layout.

User Journey Map:

1.Users access the Just Flavors website
2.Users search for their preferred vape flavors
3.Users find it challenging to navigate the website
4.Users abandon their cart due to a poor user experience

Snowball Structure and User Flow

The new Snowball structure will include a simplified website layout with clear navigation and easy-to-find product categories. The user flow will be streamlined to ensure that users can easily find and purchase their preferred vape flavors.

Impact and Learnings

The new design will provide users with a seamless shopping experience, leading to an increase in the conversion rate. Through this project, I have learned the importance of understanding user needs and preferences and the impact that a well-designed user experience can have on a website's conversion rate.


Just Flavors


28 Aug 2017


Design, UI/IX, Website

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