The Design Journey
I Researched Shark’s brand positioning, the HyperAir product, competitor strategies, and user feedback to uncover key pain points and identify opportunities for a more engaging and effective purchase experience.
Key Insights:
Shark is known for practical, high-tech home appliances.
The HyperAir is a high-performance hair dryer positioned to compete with Dyson Supersonic, but lacks the same brand equity or UX polish online.
The Target Audience are style-conscious women aged 25–45, who seek high-performance beauty tools that are worth the investment, and value ease of use, product education, and customer reviews.
Competitor Analysis
Brand
Dyson
Conair
Revlon
Bio Ionic
Strengths
Clean, minimalist UX, high trust
Affordable, accessible
Strong social proof
Sleek visuals
Weaknesses
Expensive, overly sterile
Cluttered UI, lacks premium feel
Inconsistent product storytelling
Limited product education
Using the Reviews and Testing section on the website I was able to get successful user flows and negative user feedback.
After the research I was able to make Project Goals to base the page layout of the new digital purchase experience
User Errors
Mapped out the current state of the HyperAir purchase journey and identified friction points:
I then proposed a new journey emphasizing emotional hooks → product education → guided selection, → seamless checkout
Project Goals
Create a seamless e-commerce journey that educates and converts
Build a modular design system that could scale across Shark’s product lines
Define a refreshed brand voice that feels premium, tech-forward, and caring
Stand out from competitors like Dyson and Conair with a clearer story
2. Wireframes & Low-Fidelity Prototypes
Iterated based on peer feedback.
Focused on modular layouts that could accommodate multiple use cases.
Built accessibility-conscious components from the start.
Inspired by streamlined minimalist fashion checkout layouts
3. Brand & Design System
Developed a bold, modern identity: clean lines, vibrant accents, editorial-style typography.
Built scalable UI components in Figma, including:
Buttons (CTA, Radio)
Product cards & review modules
Tag filtering
Comparison tiles
Crafted a consistent tone of voice: confident, sleek, and helpful.
Components:
Foundations:
