Orange
Enhancing E-Commerce
Orange is dedicated to providing curriculum and resources for churches, with a focus on children’s and youth ministries. Their unique approach blends church (yellow) and home (red)—hence the name "Orange"—to create a holistic faith development experience for kids and families.
Problem
Orange’s online store and content delivery faced several usability challenges that affected navigation, product discovery, and the overall shopping experience. The UI/UX was overly complex, making it difficult for users—primarily parents and church partners—to find and purchase the resources they needed.
Solution
We redesigned the Orange online store to create a seamless, branded shopping experience with a simplified purchase journey. By improving navigation, strengthening the store’s visual consistency, and streamlining the checkout flow, we made it easier for parents and church partners to find, compare, and purchase resources effortlessly.
Key Updates
Cohesive Brand Experience – The store pages were redesigned to align with the main site, creating a seamless and familiar experience.
Simplified Checkout Flow – We streamlined the purchase process, removing unnecessary steps and clarifying pricing to reduce friction.
Organized & Consistent Product Pages – Product detail and VBS pages were restructured with category-based layouts, ensuring key details were easy to scan and compare.
Outcome & Impact
The redesigned experience laid a strong foundation for an improved shopping journey. The updates strengthened the brand’s digital presence and provided a scalable, user-friendly framework that makes it easier for parents and church partners to find the resources they need.
Role & Deliverables
Agency: Black Airplane
Role: Assistant Product Designer
Deliverables:
Wireframes
High-Fi mockups
User journey exploration
Mobile Conversion
