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.
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.
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 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.
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.
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.
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 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
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.
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.
One of the most powerful techniques available for customer acquisition is giving away a free product or service.
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We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.
To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium’s (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.
This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website’s UI (user interface) and design it to their personal needs.
Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website’s HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.
If you’ve found a malfunction or have ideas for improvement, we’ll be happy to hear from you. You can reach out to the website’s operators by using the following email
Our website implements the ARIA attributes (Accessible Rich Internet Applications) technique, alongside various different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website’s functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here’s how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:
Screen-reader optimization: we run a background process that learns the website’s components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogues (popups), and others. Additionally, the background process scans all of the website’s images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.
These adjustments are compatible with all popular screen readers, including JAWS and NVDA.
Keyboard navigation optimization: The background process also adjusts the website’s HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key.Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allow the focus drift outside of it.
Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers), both for Windows and for MAC users.
Despite our very best efforts to allow anybody to adjust the website to their needs, there may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continually improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advancements. For any assistance, please reach out to