Overview
Tokyo Smoke is a contemporary cannabis lifestyle brand based in Canada. I lead design initiatives for Higher Learning, a modern educational blog aimed at blending content with purchasing to explore alternative states of mind.
Role
Lead UI Designer, UX
Goals
Successful tie commerce and content together.
Engage the cannabis curious users to explore articles.
Further build on Tokyo Smoke brand identity.
Strategic Planning
We began the project by posing a series of questions to understand the users' goals and how we could tailor the experience to meet their needs.
Collaborating closely with Tokyo Smoke, we gathered a list of requirements to clarify their expectations for the blog experience. We conducted competitive research to analyze blog functionality and then ranked all features based on their importance and development constraints. After compiling the requirement list, we proceeded to wireframe our designs.
Implementing Requirements
To meet user needs, we created a top-level filter to showcase Tokyo Smoke’s content. This sticky filter was designed to guide users throughout their experience, allowing them to sort by various content categories, including legalization and education. Our goal was to create a seamless path for buyers to read articles and make purchases instantly.
Responsive Design
Based on data from Tokyo Smoke, we found that user traffic was primarily mobile-driven. We prioritized optimizing the mobile experience by incorporating familiar patterns, such as swiping left and right, to enhance sophistication.
Engaging Users
We went back to the drawing board to analyze how users navigated between individual pages. This led us to shift away from the traditional commerce flow focused solely on shopping, allowing users to engage more deeply by reading and purchasing products simultaneously.
Summary
Tokyo Smoke is a highly successful and established brand in Toronto. Our goal was to elevate their digital presence to highlight their brand personality and ensure their voice resonates with the audience, fostering deeper emotional engagement.
