JO+CO E-Commerce Website


Visual System
Interface Design
Interaction Design
Brand Identity


June - August 2019


During my summer internship at Shrimpton Agency, I had the opportunity to take on JO+CO as a client. JO+CO is a new gender-neutral, vegan nail polish brand based in Los Angeles. For this project, I was tasked to create a youthful and energetic brand for JO+CO as well as design a brand new e-commerce website.


Understanding the user needs and mapping them to business goals.

Business Objectives

1. Reinforce JO+CO’s core business values: youthful, creative, and all-inclusive.

2. Distinguish JO+CO from other e-commerce retailers by emphasizing its chemical-free formula, sustainable packaging, and unique target audience.

3.Enable customers to complete the three main tasks: search, discover and purchase, utilizing an online checkout system.

User Persona and Needs

1. Clear product organization for a flowing shopping experience.

2. Product suggestions that allow customers to compare products with each other.

3. Customer brand relationship to establish trust.

4. Detailed product information to ensure customers select the right product for them.

Comparative Analysis

In this stage, I identified three main competitors in the vegan, cruelty-free nail polish industry and three main indirect competitors in the general nail polish market. My goal was to compare common features across these sites and identify potential opportunities for JO+CO to create a distinct brand.


Visualizing the research insights to prioritize content and features.

Mind Mapping and User Flows

With so many different content and features in scope, I used mind mapping to draw out user flows to help organize all the information into defined topics.


Visualizing the fun, eco-friendly nail polish brand that serves everyone.

Final Layouts

The final mockups included a homepage, product overview page, and about page. Based on client and user feedback, it was important to showcase the variety of offered colors, prices, and ingredients for the product pages. Since JO+CO focuses on safe, recyclable and 10 Free ingredients, it was also important to craft an about page that highlighted JO+CO's unique story. For branding, I also helped create a set of fun hand drawn icons and logo mark to use throughout the page.

Usability Testing

With some time left in my internship, I was able to conduct a round of usability test to better understand what are improvement areas for my designs that could be done post-launch.

1. Users were able to easily navigate the website and locate products.

2. Users took a long time to find the newsletter sign up.

3. 8/10 participants got to the “our story” page via the “learn more” button on homepage.


At the end of the internship, I was able to produce the brand's logo and a set of hand drawn icons as well as create a home page, product pages, and an about page for JO+CO.


This was my first project working at a creative agency and I was able to learn a great amount at Shrimpton Agency. Not only was it was incredibly rewarding to be the design owner of this project but I also really enjoyed the fast-paced environment at the agency. Through this project, I learned about the importance of balancing business and user needs and communicating and asking for feedback often from clients.