Self-initiated
Figma, Adobe Photoshop
UX/UI Designer, Graphic Designer
4 months
Self-initiated
Figma, Adobe Photoshop
UX/UI Designer, Graphic Designer
4 months
Walking into a chocolate shop and being handed a random piece without anyone asking your taste makes the experience feel impersonal and unsatisfying.
With countless chocolate options and no tailored guidance, users quickly feel overwhelmed, leading to frustration or choice abandonment.
Users seeking unique or artisanal chocolates often struggle to find them, as mainstream platforms prioritize mass-market products over niche, high-quality brands.
Suffers from overwhelming navigation due to too many top-level categories like "Shop" and "Recipes," leading to user confusion and excessive clicks.
A cluttered visual hierarchy with competing elements makes it difficult for users to focus or determine their next steps.
Lacks personalized recommendations or dynamic content, reducing engagement and relevance.
The crowded category layout and excessive options make it difficult to quickly locate chocolate, forcing users to scroll through unrelated items and disrupting the shopping flow.
The design feels functional but lacks emotional warmth, reducing the sense of indulgence tied to chocolate.
The branding is consistent but doesn't evoke the rich, celebratory experience typically associated with chocolate.
Name: Emily Carter
Age: 22
Occupation: Teacher
Tech Savviness: Low
Location: Suburban town, New Jersey
Emily is a busy teacher who wants a simple way to find premium chocolate deals that fit her budget. She needs an easy-to-use app that highlights discounts clearly, compares prices quickly, and avoids hidden fees at checkout.
Name: Sarah Gomez
Age: 34
Occupation: Marketing Professional
Tech Savviness: Medium
Location: Urban area, Chicago
Sarah is a marketing professional who wants to enjoy premium chocolate without the hassle. She needs an easy app that highlights new flavors, speeds up checkout, and simplifies choices.
Chocolicious helps users find chocolates that match their unique flavor preferences through a quick taste quiz and smart recommendations.
It reduces hesitation by offering sample-sized options, clear flavor notes, and relatable taste descriptions.
Users can easily filter chocolates by allergens, diet types, and view clear ingredient info up front.
I designed this experience to provide users with personalized chocolate recommendations that mirror the expertise and tailored guidance they would receive from a knowledgeable chocolatier in a premium chocolate store.
Initial concept exploration and user flow validation - Landing page with comprehensive filtering system
Refined designs with detailed interactions and visual hierarchy - Onboarding flow and personalized dashboard
Standard product grid layout without personalization - Generic chocolate categories and overwhelming product variety made it difficult for users to find chocolates matching their preferences.
Personalized product grid with smart recommendations - Tailored chocolate suggestions based on user preferences, clear categorization, and contextual information help users discover perfect matches.
Core application screens showcasing the personalized onboarding flow and main feature set
The grid demonstrates how users progress from initial setup to discovering personalized chocolate recommendations
Custom illustrations enhance the user experience and reinforce the brand's playful, premium chocolate aesthetic
The cartoon-style illustrations create a fun, approachable brand tone that feels joyful and engaging
Visual elements like the chocolate box support the product's indulgent and rewarding experience
The palette reflects rich, indulgent chocolate tones—ranging from caramel (#923A20) to dark cocoa (#190000)—evoking warmth, depth, and a luxurious dessert experience.
The secondary palette complements the rich primary tones with soft, creamy neutrals ranging from off-white (#FFFFF0) to pale caramel (#F7E7CE).
A comprehensive neutral grayscale palette ranging from light cream (#F5F1EE) to deep charcoal (#2F2721), providing excellent hierarchy and readability across all interface elements.
A warm warning palette ranging from soft blush (#FEE4E2) to deep red (#912018), designed for alerts and errors. Higher steps (500-700) meet WCAG contrast standards for accessibility.
Open Sans provides excellent readability across all device sizes while maintaining the warm, approachable brand personality.
Main page titles and primary headings
Discover Your Perfect Chocolate
Product descriptions and general content
Experience premium Belgian chocolate crafted with care
While there's always room to refine, Chocolicious is now positioned strongly for development. Users navigate the experience with confidence—completing key tasks, understanding both visual and written cues, and ultimately converting. Most importantly, users successfully generate personalized flavor profiles tailored to their individual preferences by adjusting ingredients and seeing real-time feedback, validating the original product vision.
The app enables users who aren't satisfied with standard chocolate offerings to craft their own mix by giving them full control over ingredients and flavors.
