UX/UI | BRAND DEVELOPMENT | GRAPHIC DESIGN
EVOLUTIONVAPE WEBSITE DEVELOPMENT
In this case study, I contributed to the Evolutionvape website redesign and served as Marketing Manager and UX/UI Product Lead Designer on the launch of a 90‑minute “Checkers Sixty60”‑style online ordering and delivery platform. I worked closely with a cross‑functional team of engineers and retail professionals to deliver the platform, first launched in Johannesburg and later expanded to parts of Cape Town.
Have a look at some of my research, motivation and development here:
Evolutionvape Ecommerce Website 90 Minute Delivery Qualification User Experience Exploration
ABOUT EVOLUTIONVAPE
Evolutionvape is a South African vaping retailer founded in 2014, known for its strong mall‑based retail footprint and broad product offering. Prior to 2020, the brand’s growth was driven primarily through physical stores, with digital channels playing a supporting role—setting the stage for a strategic shift toward ecommerce and rapid fulfilment.
BEFORE THE WEBSITE REVAMP
Prior to the 2020 revamp, the Evolutionvape website operated primarily as a catalogue‑style, informational platform that supported a strongly store‑led retail business. The digital experience focused on brand presence and product visibility rather than end‑to‑end ecommerce or rapid fulfilment. Online interactions were not designed around urgency, location awareness, or time‑based delivery, and the website did not function as a core transactional or logistics‑enabled product.
Customer journeys were largely linear and product‑driven, with the expectation that product discovery, guidance, and conversion would take place in physical stores. As a result, the website played a secondary role—complementing in‑store operations rather than actively driving digital ordering or last‑mile delivery.
THE BRAND REVAMP
The motivation for the website revamp stemmed from a need to realign the digital experience with the realities of a maturing retail business and changing customer expectations. As consumers increasingly expected faster, more convenient access to products, the existing website—designed primarily as a supporting, informational channel—was no longer sufficient to support future growth.
The introduction of a 90‑minute online order and delivery model represented a strategic shift: repositioning the website from a passive catalogue into a core operational product capable of supporting ecommerce, fulfilment, and last‑mile delivery. This transformation required not only a visual and UX redesign, but a fundamental rethink of the website’s role within the broader business model—bridging physical retail infrastructure with digital ordering to unlock speed, accessibility, and scalability.
THE CHALLENGE
So, how do we create user flows which define both delivery options without confusing the User? What if the user wants to switch from one delivery mode to the other?
Have a look at some of my research, motivation and development here:
Evolutionvape Ecommerce Website 90 Minute Delivery Qualification User Experience Exploration
