The Volusion V2 UI was originally built with an external component library. Over time, those external components were customized and restyled, and new UI needs couldn’t be solved with the now outdated component library. This all resulted in inconsistent UI, redundant code, and a visual design language that couldn’t keep up with interface design trends.
Through a comprehensive audit of components, colors, and typography, we gained a full understanding of the V2 product’s UI. The design system was first realized as Sketch library files for use by internal and external designers, then as Figma components and design tokens used as the source of truth.
I’ve been the lead product designer at Volusion through all phases of product evolution, and this design system was my personal passion project meant to improve the consistency, quality, and usability of the product as a whole, while increasing the overall efficiency of the product design and development teams.
How one software company
overhauled its old school vibe.
Following Volusion’s brand redesign from conception to implementation.
This pretty much sums it up.
Volusion has a long and vibrant history as one of the top ecommerce software websites on the web. We were created in 1999 by web designer Kevin Sproles, who was just 16 and working out of his parents’ house. Since then we’ve never been an average company…but in late 2016 we realized that our site was looking decidedly average. As designers we felt like our old brand was not very well developed or clear, and was lacking in personality. We knew that we could improve the brand and website to attract our ideal customer.
Volusion's existing logo and homepage
So we decided to totally revamp our website and brand, primarily to attract new merchants and help foster the talents of amazing ecommerce founders. Additionally, we wanted to create a more fresh look that could easily grow and develop with our current and future customers.
Volusion’s redesign team consisted of six designers across the company and an external freelance designer. We looped in everyone with design experience — not just the folks in marketing — because we wanted as many perspectives as we could get. Two of our designers work directly with our customers on a daily basis, and understand their needs. The others are from the marketing and product teams, and have a historical knowledge of what elements of our website would keep our conversion rates on track. The final designer was under contract, and had a great outside perspective on the brand.
Our homepage redesign kickoff was in early November 2016. The first goal was to explore new layout and styling options, and to then user test them. By narrowing the design focus down to just the homepage we were able to explore a larger variety of options in a two month period.
The initial redesign process was pretty straightforward for a few weeks. We met once a week to review various homepage designs, gather feedback and share user testing results. Eventually each designer came up with their own concept for the homepage.