In my role as Principal Product Designer, I was in charge of the end to end design of producing MorAfrica's web pages some pages required specific programming knowledge to turn visual concepts into workable digital products. I partnered with the business owner and lead the design process and was a primary advocate for the user experience.

MorAfrica's homepage is the "face" of the company and a key driver to keep people interested in clicking through the site. The home and shop pages were the focus that Kevin wanted to improve on. The most frequent comment was that the original site was not trustworthy and is confusing to navigate.

I reached out to the CEO to understand MorAfrica's Competitors and target market. And to get a better understanding of their direct competitors? The products they carry. And their customer base.  
‍
I identified MorAfrica's direct and indirect competitors and targeted the same customer base. I also analyzed their competitors online presence and evaluated their website functionality.

I looked at things like: How easy is it to navigate their site?  How do they categorize their products? How is their artwork displayed?

I also researched online reviews and blogs to get more insight on the customer experience and identified their strengths and weaknesses. I used this information to focus on specific areas that MorAfrica can capitalize on.

With the branding synthesis I created patterns that helped create MorAfrica's mission statement.

Together, in a working session we created the mission statement: "MorAfrica's mission is to introduce and share Africa's artistic expressions to art enthusiasts around the world, while empowering their artists and providing fair compensation and an underlying trusted partnership."

The website revenue for MorAfrica in 2021 was null. The new site recently launched mid November 2022, since the launch MorAfrica has aligned new shows at different wineries and private venues with over 200 site visitors as of December 2, 2022.