The client, Haida Wild, is a custom seafood processor and retailer of premium seafood products. The company required an elegant, clean website that would translate the quality of the products and feature the seafood in the best possible way in order to increase e-commerce sales. The brief was to improve UX design and improved the overall online experience, as well as to create a site that would lead to increased sales.
We started the design process by hand sketching the information architecture. This gave us the freedom to work fast and play with as many ideas as possible early on in the design phase. This was especially useful for working out things like functionality.
The client had a tight turnaround time considering that content development, including original photography, was to be included as a part of the design process. Our approach was based on an Agile and Scrum methodologies, which allowed us to develop the site map, user flows, user stories and content simultaneously. 
A style guide was created during the design phase in order to keep everyone, including the developer, consistent with colour, typography and other brand details such as button styles.
Responsive designs were created for mobile, as well as other screen sizes in order to optimize the users experience. These were tested across various platforms to insure that the experience is a positive one, no matter what device the user was shopping on.
RESULT:  The client was extremely pleased with the results. Feedback from customers has been extremely positive and online sales have increased 500% in the last year.


Martina Ferreira – Information Architecture / UX, Design 
Christian Arias-Carrasco – Product Photography 
Pedro Landaverde – Development​​​​​​​
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