Putting life into an award winning 0-1 digital product (B2C)
Overview
Rainbow Wool 🌈🐑 isn't just another e-commerce store. It's a small revolution in kindness that won industry awards for its impact and inclusivity. We took sheep that would have been overlooked and gave them a brand new purpose. By turning their wool into something beautiful and meaningful. With every purchase. We gave unique sheep the chance to shine.
Role
Senior UX Designer
E-Commerce
Timeline
February 07, 2025
Live Site
🥇 Award-Winning Brand 🥇
The Problem
Each year, thousands of male sheep are overlooked because they choose not to mate with female sheep. This lead to the sheep being considered as "imperfect" and often creates waste by striping away value from the sheep. Rainbow Wool wanted to bring a change by building a brand around second chances and storytelling.
The Goal
Our goal was to create an e-commerce experience that doesn't just sell products, but tells the story behind them. We wanted customers to feel part of the mission with ever purchase made. Transforming shipping into an act of care.
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My Role & Process
I worked on this end-to-end project to help define the brand identity with the social media marketing team, designed the e-commerce flows and created packaging mockups. My focus was to ensure that the project was consistent and accessibly friendly while still sticking to the brand identity. We wanted to have a warm and inclusive look and feel and this needed to flow into the product cards, checkout step and even the packaging.
Discovery Goals
By aligning with the team around the business and brand objectives, we helped define the success metrics early to help guide all the 0-1 design decisions.
Strategic Insights
Often synthesized research and created a competitive analysis into actionable UX opportunities to help shape an inclusive web flow and accessibility first design.
Collaborative Impact
Driving alignment between design, marketing and development meant ensuring that we have faster iterations and a unified delivery amongst all teams.
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Establishing the Brand Foundation
To help better shape Rainbow Wools Identity, I explored how inclusivity, warmth and sustainability could be visually shared in design. The goal was to create a brand that felt approachable and authentic while celebrating individuality. I developed multiple visual directions to test the colour, typography and imagery that aligned with our mission. Each iteration was validated with the team to ensure accessibility and emotional resonance was across digital and physical touch points.
User Journey Wireframes
These wireframes helped transform brand values into practical interactions. This helped ensure Rainbow Wools inclusive story was translated clearly throughout every digital platform.
Home Page
Product Page
Checkout (Accessibility tested layout)
Order Confirmation
Design System Foundations
The design system helped us ensure consistency, accessibility and scalability across Rainbow Wool's growing digital ecosystem. It allowed designers and developers to work from a unified visual language and make future updates easier to manage. Every component from buttons to colour tokens, were created to support readability, accessibility and emotional connection by future proofing the product.
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From System to Experience
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Rainbow Wool brought inclusivity to life not just through screens, but through the experience of every purchase.
Awards
