Branding & E-Commerce Website Design
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. They are scheduled to launch their products and site by the end of 2020 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.
Project Timeline
June - August 2019
My Contributions
Visual System
Interface Design
Interaction Design
Brand Identity
Business Objectives

Reinforce Jo+Co’s core business values: youthful, creative, and all-inclusive.

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

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

Balancing what the client and user wants and needs, and technical constraints.

User Personas & Needs

01 Clear product organization for a flowing shopping experience
02 Product suggestions that allow customers to compare products with each other
03 Customer brand relationship to establish trust
04 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.

Organizing all the information into defined topics through Mind Mapping and User Flow

Insights from Usability Testing


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


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


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

JO+CO Website
Fun, eco-friendly nail polish for everyone.

10-Free Ingredients Page

Product Listing Page

Individual Product Page

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