Tools:
Figma, Adobe CC
Description:
Afrique Noire is a digital magazine celebrating African creatives and global diaspora culture. During my 4-month UX design internship, I helped redesign the website, integrate a new e-commerce section, streamline user flows, and refresh the brand identity using Figma and Adobe Creative Cloud.
Role:
Product Designer
Deliverables:
Wireframing, Prototyping, UX/UI Webflow, Logo, brand identity, promotional design.
Team:
2 UX Designers (myself included)
2 Engineers
The Challenge
How might we evolve Afrique Noire’s digital experience to better support both its editorial vision and expanding product line?
The existing site lacked clear user flows and offered limited support for browsing or purchasing products. Our goal was to create a cohesive digital platform that seamlessly blends content and commerce, while establishing a flexible, future-ready brand system that can grow with the business.
Competitor Analysis
We analyzed platforms across both African and U.S. markets. U.S. based sites offer technical polish but lack cultural depth, while African platforms excel in storytelling but have room to grow in digital experience, which in turn highlights an opportunity for Afrique Noire to bridge both worlds.
Gathering Insights
We interviewed newsletter subscribers and social media followers to understand their goals and frustrations with the current site.
Top pain points :
01) Confusing navigation
02) Inconsistent visual identity
03) Unified Shopping experience
The Solution
A redesigned web experience that combines editorial storytelling with seamless eCommerce, supported by a refreshed visual identity and marketing collateral. This not only improved usability but also helped expand Afrique Noire’s reach.
The Wireframes
We began with wireframes that mapped out user flows for both content browsing and product discovery. After usability testing, we refined the layouts, consolidated sections, and aligned the structure with user expectations.
I explored ways to:
01) Clarifying navigation to reduce friction
02) Simplifying the Shop content browsing by streamlining categories
03) Designing reusable UI components for product cards and article previews
View the Prototype
Visual system and Brand Refresh
In parallel with the UX work, we modernized Afrique Noire’s visual identity. This included:
Typography and color system updates
A new eCommerce logo that complements the editorial brand while feeling bold and distinct
Cohesive design for promotional graphics across web and social
Teaser Video
A short promotional teaser created to build excitement around Afrique Noire’s upcoming E-Commerce launch, and invites users to explore what’s coming next.
Project Takeaways
01) Balanced editorial storytelling with eCommerce UX
02) Collaborated closely with cross-functional teams across countries
03) Learned to adapt designs for both content and commerce goals