FREELANCE · SHIPPED 2020
Evolutionvape eCommerce Website Redesign
Overview
Turning a catalogue website into a 90-minute online ordering and delivery platform.
I contributed to the Evolutionvape website redesign, serving as Marketing Manager and UX/UI Product Lead Designer on the launch of a 90-minute, "Checkers Sixty60"-style online ordering and delivery platform.
Working with a cross-functional team of engineers and retail professionals, I helped deliver the platform — first launched in Johannesburg and later expanded to parts of Cape Town.
- Role
- Marketing Manager & UX/UI Product Lead
- Timeline
- 2020
- Team
- Engineering Retail Operations Marketing UX/UI Design
- Skills
- UX Strategy Ecommerce Design User Flows Rapid Fulfilment UX Location-Aware Design Interaction Design UI Design Cross-functional Leadership
About Evolutionvape
A store-led vaping retailer ready to shift toward ecommerce.
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.
That set the stage for a strategic shift toward ecommerce and rapid fulfilment — moving digital from a supporting act to a core part of the business.
Before the Revamp
A catalogue-style site that supported stores rather than selling online.
Before the 2020 revamp, the Evolutionvape website operated primarily as a catalogue-style, informational platform supporting a strongly store-led business. It focused on brand presence and product visibility rather than end-to-end ecommerce or rapid fulfilment — not designed around urgency, location awareness, or time-based delivery, and not functioning as a core transactional or logistics-enabled product.
Customer journeys were largely linear and product-driven, with discovery, guidance, and conversion expected to happen in physical stores. The website played a secondary role, complementing in-store operations rather than driving digital ordering or last-mile delivery.
The Brand Revamp
Repositioning the website as a core operational product.
The revamp stemmed from a need to realign the digital experience with a maturing retail business and changing customer expectations. As consumers increasingly expected faster, more convenient access to products, an informational website was no longer sufficient for future growth.
The 90-minute online order and delivery model was a strategic shift: repositioning the website from a passive catalogue into a core operational product supporting ecommerce, fulfilment, and last-mile delivery. It required not just a visual and UX redesign, but a fundamental rethink of the site’s role in the business — bridging physical retail infrastructure with digital ordering to unlock speed, accessibility, and scalability.
The Challenge
Designing dual delivery modes without confusing the user.
The core UX challenge: how do we create user flows that clearly define both delivery options — standard delivery and 90-minute rapid delivery — without confusing the user? And what happens when a user wants to switch from one delivery mode to the other mid-journey?
Solving this meant designing a delivery-qualification experience that made the active mode obvious, communicated availability by location, and let users move between modes without losing their place.
Qualifies for 90-minute delivery?
Yes · 90-Minute Mode
No · Standard Mode
One entry point, two delivery modes, and a clear path to switch between them
Outcome
A catalogue reimagined as a fast, location-aware delivery platform.
The Evolutionvape redesign transformed a passive, store-supporting website into a transactional, logistics-enabled platform built around speed and convenience. By solving the dual-delivery-mode experience and launching a 90-minute ordering model, the project repositioned digital as a core growth channel — proving out in Johannesburg before expanding to Cape Town.