Organic e-commerce redesign mobile-first
Year
2017
Discipline
E-Commerce
01 · Context
TienTien Organic Food Delivery launched a redesigned mobile-first website powered by Nuxt.js. After three years focused on online organic delivery, they embraced a new brand identity and technical foundation. We built a fast, lightweight platform that gives users a frictionless shopping experience.
02 · System
The Chinese character "田" (tien) represents a farmer's field divided into four plots. TienTien's mission mirrors this structure: organic, original, open-mindedness, and online. These four O's create a more sustainable consumption cycle that honors both personal and community health—the core of their new identity system.
03 · Experience
We developed a UI system based on the circle concept and integrated mobile-first thinking into every interaction. Vegetable categories became more specific to match how shoppers actually browse. A new farmer section tells the stories behind each product, connecting consumers directly to the people who grow their food.
Checkout flows were simplified to just three steps—no page refreshes required. We eliminated friction in registration and signing to create a pleasant, low-friction experience that encourages purchases.
04 · Outcome
Digital identity with a fresh appearance
TienTien's new look modernizes their brand while keeping its core value intact: supporting organic farming. This commitment strengthens soil health and builds a more conscious consumer community. The redesign reflects what they've always believed: we are what we eat.
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