For the Love of UI Hackathon 2025

Project Context

As part of the FLUI Hackathon, my team and I were challenged to redesign the website for OHME!, a health and wellness brand offering freeze-dried fruit products. Over the course of an design sprint, we collaborated directly with the brand’s founders to reimagine their online presence and improve the e-commerce experience.

Timeline: 4 day design challenge

Team: 4 designers + 1 mentor

My Role & Responsibilities

I contributed to my team’s efforts across all stages of the sprint, including research, UX strategy, wireframing, prototyping, and presentation. I led the lo-fi wireframing activities to establish new layouts and co-developed the final deck, ensuring our design stayed grounded in both user needs and the client’s brand identity.

User Problem Statement

“When I land on the OHME! website, I’m not immediately sure what the brand is about or why their products are worth trying. The visuals feel a bit overbearing, and it takes a long time to actually make a purchase. I wish the communication was a little more clear and I want the shopping experience to be simple and smooth.”

Research Methods & Key Findings

We kicked off the sprint with a:

  • Site audit to identify usability pain points and visual inconsistencies

  • A meeting with the owners to establish their goals and possible outcomes

  • Competitive analysis of e-commerce wellness brands to identify best practices in navigation and product presentation

    From this, we found that:

  • The current site lacked hierarchy and clear CTAs

  • Product discovery and purchasing required more steps than necessary

Design Solution

We developed low-fidelity wireframes and rapidly moved into interactive prototypes that:

  • Streamlined the homepage and product pages to improve clarity

  • Optimized the user flow for purchasing and subscription sign-ups

  • Created a blog page to create a stronger sense of community to promote sharing within the brand

These changes aimed to increase trust, highlight product benefits, and reduce friction in the path to purchase.

Fig. 1: Summary shot of new high level hi-fi wireframes

Reflection

This was one of the most high-pressure and rewarding projects I’ve contributed to. It pushed me to make fast, strategic UX decisions while remaining empathetic to both user needs and the client’s goals. Working directly with a real brand under time constraints helped strengthen my collaborative and communication skills, especially in aligning stakeholder feedback with design priorities.

** Updates in progress, more on this case study coming soon!