Project (2)
~ Website Redesign, Reshop

Project Brief

Reshop, an early-stage startup, sought to redesign its website ahead of its launch in January 2024. The aim was to create a visually appealing and user-friendly website that effectively communicates Reshop's value propositions to both shoppers and retailers.

Users + Audience

Primary Users:
  1. Shoppers: Individuals interested in utilizing Reshop's services to streamline their shopping experience.
  2. Retailers: Businesses seeking to leverage Reshop's platform to reach and engage with potential customers.

Audience Demographics:
  • Shoppers: Varied age groups, primarily tech-savvy individuals comfortable with online shopping.
  • Retailers: Business owners, marketing managers, and sales representatives interested in expanding their online presence.

Competitive Analysis

For the competitive analysis, I conducted an in-depth examination of five key players in the financial technology and e-commerce sectors: Afterpay, Shop Pay, Affirm, Wise, and Nok. The goal was to evaluate their respective strengths, features, and value propositions, both for users and retailers. By analyzing their strategies, user experiences, and communication approaches, we gained valuable insights into how these companies differentiate themselves in the market and cater to the needs of their target audiences.

  • Facilitates a seamless buy-now-pay-later (BNPL) experience for users and retailers.
  • Emphasizes transparent payment plans without interest, appealing to budget-conscious consumers.
  • Integrates smoothly with online retailers, simplifying the checkout process and boosting conversion rates.

Shop Pay:
  • Offers a frictionless checkout experience with one-click checkout functionality.
  • Prioritizes speed, security, and convenience for online shoppers, reducing cart abandonment rates.
  • Stores payment and shipping information securely, streamlining the checkout process across multiple stores.

  • Provides flexible financing options with transparent pricing, appealing to users seeking alternative payment solutions.
  • Communicates the value of spreading payments over time with clear terms and no hidden fees.
  • Integrates seamlessly with a wide range of merchants, offering consumers convenient payment options at checkout.

Wise (formerly TransferWise):
  • Highlights the value of sending money abroad at the real exchange rate with low fees.
  • Simplifies managing finances across borders with multi-currency accounts, saving users time and money on currency conversions.

  • Redefines the banking experience with a focus on simplicity, transparency, and low fees.
  • Caters to millennials and Gen Z consumers disillusioned with traditional banks.
  • Offers intuitive mobile app features for budgeting, expense tracking, and real-time transaction alerts.

Color Accessibility

  • Rated each color in the Reshop brand guidelines according to WCAG compliance for color accessibility.
  • Evaluated each color beneath black and white text, ensuring readability on different backgrounds.
  • Considered colors on top of black and white backgrounds to ensure contrast and visibility for all users, including those with visual impairments.


  • High-fidelity mockups for landing/shopper page, “How it Works” and retailer page.
  • Updated Figma files with design iterations and comments.
  • Detailed reports and invoices for project tracking and payment processing.


I collaborated closely with the Project Lead from Reshop to develop a comprehensive website redesign strategy. The project involved multiple iterations and feedback sessions, resulting in high-fidelity mockups for the landing/shopper page, “How it Works” page and retailer page.

The redesigned Reshop website reflects the brand's identity and effectively communicates its value propositions to both shoppers and retailers. With a user-friendly interface and visually appealing design, the website is poised to enhance the overall user experience and drive engagement.