CASE STUDY No. 3:
Redesigned the digital identity and checkout flow for Imports from Marrakesh, Ltd.,
visually bridging their brick-and-mortar experience with an elevated online presence
that helps buyers shop for home decor with confidence.
Existing landing page
Updated simulated landing page
The Challenge
Founded in 1999, Imports from Marrakesh, Ltd. is a independent Moroccan bazaar in the heart of New York City specializing in Moroccan tiles, Berber rugs, home decor, clothing, and more. Their mission is to preserve Morocco’s traditional crafts to be avaialable to buyers.
However, their lackluster digital presence does not match their eclectic, friendly, and colorful in-person experience. Upon landing on the current homepage above the fold, the site does not easily convey there products to be sold. Furthermore, navigation and checkout flows for users are highly unintuitive and links are broken throught the website.
The Stats
Role: UX/UI Designer + Researcher
Duration: Solo project; 4 weeks; June/July 2025
Tools used: Figma, Figjam; Figma Slides, Notion, Zoom, Voice Memos app. (*Chat GPT used in certain instances to assist in synthesizing research material.)
Methods used: Competitive + Comparative Analysis, User Research, Affinity Mapping, User Interviews, Problem Statement, Feature Prioritization, User Persona, Journey Mapping, User Flow, Sitemap, Sketching, Low-fi, mid-fi and Hi-fi Prototyping, Usability Testing
Brick and mortar experience in NYC's famed Chelsea Market
Before ‘Moroccan Moderne’ became stylish in the design world, Imports from Marrakesh, Ltd. was producing and sourcing handcrafted Moroccan tiles and rugs for clients in New York, Los Angeles, and Chicago as well as in Australia, Scotland and Hong Kong.
A retail pioneer, the owner Mohamed Elmaarouf founded Imports from Marrakesh during Chelsea Market’s early days. He has become a leading producer and source of handmade, fair-trade Moroccan home decor and fashion accessories for design lovers across the globe.
This is translated into a superb in-person humanized experience with trust and credibility, clarity and functionality. But nowhere does this exist on their existing web-presence.
User interviews during research phase
Understanding the User
Who are we designing for?
...Feel confident and inspired while creating a cohesive design plan for her new space?
Serene M.
"The Amateur Decorator"
38, San Diego, CA
With high taste and a low budget, Serene enjoys interior decorating in her spare time. Her aesthetic is comfortable boho-chic with the occasional pop of color. She can visualize a room’s outcome but needs a little help along the way. She loves her favorite store when it comes to looking for decor products.
Serene is excited to continue redesigning her new home. However, she needs help developing a design plan for her living room so she can create a functional space without feeling overwhelmed.
How might we help Serene...
...Quickly understand what the website offers and easily find products that meet her needs?
...Trust the site enough to confidently purchase decor online without seeing it in person?
The Result
Keeping the STORE & STORY top of mind for the user:
The prototype includes:
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Updated homepage with new logo, typefaces, and graphics
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Updated 'about' page and 'people' page with updated copy
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Updated Sitemap based on extensive card-sorting research, including clearer separation between retail and custom design services
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New account sign in feature
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Updated checkout flow with updated copy and product imagery, along with customer reviews, care tips for products, and recommended items
click here for full screen experience
Prototype Preview:
Learn more about the design sprint below:
Discovering the site:
-Existing Website-Heuristic Evaluation
-C+C Analysis
-User Interview Questions
Defining the challenge:
-Affinity Mapping
-Persona
-Journey Map
-Problem Statement
-Card Sorting
-Sitemap
Developing the low-fi prototype:
-HMW Questions
-User Flow
-Sketches
Delivering the final results:
-Low/Mid-fi Wireframes
-Low/Mid-fi Usability Testing
-Reworked Web Copy
-Hi-fi Wireframes
-Color Studies
Metrics:
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Expected + Intuitive experience
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Trust and Credibility
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Clarity and Functionality
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Humanized Experience
