Context

Edibee is known for its traditional snacks and Taiwanese treats across Malaysia. After store closures during the pandemic, their focus shifted entirely online

To support this transformation, I designed and developed Edibee’s e-commerce website using the Shopify platform, creating a seamless and visually appealing online shopping experience. Edibee specializes in premium nuts, healthy snacks, honey, and beverages, so the website design reflects a clean, natural aesthetic that highlights the freshness and quality of its products.

Goal

• Simplify navigation and product discovery
• Promote bundles and member deals clearly
• Improve mobile usability
• Reflect the brand’s natural and traditional identity
• Build a scalable store that supports brand growth

Research & Discovery

• Competitor reviews (local snack brands, FMCG e-commerce)
• Customers didn’t realize bundles or perks existed
• Designed promotional components to highlight savings and perks early
• Mobile browsing was difficult and inconsistent
• Checkout flow lacked trust indicators
• Build a scalable store that supports brand growth

UX Strategy

• Restructured menu: Home, Products, Collections
• Grouped products into categories (e.g., “9.9 Everything”, “Seafood Picks”)
• The range of items appeared unstructured and disorganized.
• Mobile browsing was difficult and inconsistent
• Checkout flow lacked trust indicators
• Build a scalable store that supports brand growth

Wireframes

Wireframes focused on a mobile-first layout, modular product blocks, and quick paths to checkout. Each key section was mapped for clarity, including:

• Hero with lifestyle photo
• Membership signup block
• Product carousel rows
• Sticky header for cart & account access

Design System

• Corporate font & colors
• UI Components: Rounded CTA buttons, Pill-style promo badges: “NEW”, “MEMBER”, “% OFF”, Modular product cards: image + info + CTA, Membership block with red sign-up button, Sticky header navigation with cart, search, and login icons

Final Design Screens

• Homepage: Hero banner, member benefits, promotional rows
• Product Listings: Scrollable themed sections with hover states
• Product Detail Page: Price, description, member badge, “Add to Cart”
• Membership Sign-Up: CTA block with email capture
• Responsive Layouts: Optimized UI across devices
• Custom Shopify Sections: Built for ease of CMS management and scalability

Outcome

• A fully functional Shopify storefront tailored to Edibee’s product variety
• Improved discoverability through thematic browsing and bundle visibility
• ncreased user engagement with member perks, clear pricing, and trusted layout

Project Insights

• Bundles and membership models require repeated, visible placement
• Shopify allows for rapid iteration with strong back-end logic when paired with custom UI
• Full visual and UX overhaul from wireframes to live site
• Custom, brand-aligned Shopify theme sections
• Mobile-friendly experience built for growth