4th Ave / UI Re-Design

The brand is a Black-owned responsive  E-Commerce website that sells hair, beauty, and personal care products. Launched in 2019, 4th Ave Market curates items and products to resolve the unique needs of people of color and the professionals that serve them.  


Time: On-Going   Tools: Adobe XD, Sketch, Invision, Adobe CS


My Role

Tools Used

Re-Design existing website.

Create an initial design system package.

Deliver spec docs and coordinate with the developer.

As a lead UX/ UI Designer, continue working on developing the responsive website. I am teaming up with stakeholders and developers to build the new design concept. 

UI Design, micro-interactions, design system, and building specifications document.

Design Process







I followed the double diamond model


Initially, I worked on a UX design team to gather initial research and prototypes. 

I am now the lead, UX/UI Designer, and with the help of an initial re-design package from a marketing agency. I am responsible to Iterate the design concept for the responsive website and coordinate the creation of it with developers. 





From the initial research and interviews, I processed the information and developed a user persona and journey map to help us understand better who are we designing for and why is important.

Design Process

Design studies

Working closely with the 4th Ave Market team on creating the design elements. I created and developed various initial design study concepts explorations and iterated on them, always referring to the initial UX research in the design choices.
Following are examples on that process:

User Interviews


To understand better our problem area, we identified our target users and conducted user interviews on four users ages between 30-45, two male and two female with more than two kids.

For the user interview, I focused on trying to understand how the website can be beneficial for them, what is their experience with the existing shopping experience at the store and how can we improve it.  




Users try to go as fewer times a year to buy shoes for all the family.

Had encounter issues with availability, so they need to spend a long time visiting many shoe stores to find all the shoes they need. 

Users had struggled to find the sizes they need for the models they like. 

Users don't shop online. 




Buying shoes for a family of 6 is a full day or sometimes days activity!

User 2

I hate going to a store, and they don't have my size in any model  
User 3





40 years | Zacatecas, MX| Housewife

Meet Mariana!

"I don't like having to go to many shoe stores to buy one pair of shoes, imagine 6!"

Mariana is a housewife with four kids ranging ages 2- 12, she likes to be as efficient as she can be with her times. She wants to buy all the shoes she needs for all her family without being a hard experience.  


Buy shoes for all her family

Pain Points

Finding shoes everyone likes in her family

Finding the right size for everyone


Enjoy buying shoes with her family


Stays home 

Saves a little bit away from each paycheck


The re-design of the e-commerce focuses on delivering a user center experience, where you have a more interactive element that can help you find your new favorites products.


The website integrates more video content and information like reviews from users to help find a better product that fits their needs.

Hi-Fi Desktop 


Hi-Fi Phone 


Hi-Fi Desktop

Hi-Fi Desktop




We created micro-interactions to improve the experience of the users and help the developers to express the design intent of some of
the elements. 

Landing Page Animation

Top product interactions

Next Steps

Do usability test for Hi-Fi Desktop and Mobile Prototype

Develop the "My Profile Page"

Develop the "samples program" tool (currently in progress  with the client)

Personalization / Preferences 

Let's work together!

Let’s discuss how I can help you.

rharodesign@gmail.com / 401-649-5662

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