Magic Memories
Designing a seamless experience for Magic Memories
Client
Magic Memories
Agency
Bound
Project Management, Research, UI Design
Category
Background
Magic Memories specialises in photography and digital content services for tourist attractions worldwide. Partnering with over 200 venues, including theme parks, zoos, and museums, they capture visitors' experiences and offer a range of digital & physical formats, such as printed photos and personalized photo books. Their goal is to enhance visitor experiences by helping customers relive and share special moments through creative and high-quality content.
The Problem
Magic Memories is constrained by its current eCommerce CMS, which lacks the flexibility and functionality needed to meet modern user expectations. The platform falls short in delivering streamlined user experiences and personalised content based on individual browsing behaviors, resulting in user drop-offs and missed opportunities for upselling and encouraging repeat visits. Additionally, the mobile site, despite having the highest user engagement, suffers from significant usability challenges and rendering issues across various mobile devices.
My Role
As the lead designer, I managed the project from initial exploration through to final implementation. This included interpreting the brief, conducting research, conceptualising improvements, creating wireframes and prototypes, testing solutions, and finalising the designs. I also developed a comprehensive design system to ensure consistency and scalability. Throughout the process, I worked closely with the product manager and development team to ensure the successful execution of my vision.
At present, the site does not have a defined design system or style guide, and accessibility has not been addressed. As part of the redevelopment, consistent design patterns will be implemented to ensure visual coherence across platforms, improve user experience, and meet AA accessibility standards.
The current user journey on Magic Memories leads to dead ends and includes a considerable amount of irrelevant information. More focus is needed on where users land and how they are guided through their experience. Magic Memories has reported a sharp drop-off, likely driven by user frustration, emphasizing the need to create smoother transitions that lead to buying opportunities.
Current Site
Magic Memories was crafted in Figma, undergoing numerous design iterations to refine every detail. Throughout the project, 120 unique components were meticulously developed, forming a comprehensive design library that not only supports future scalability but also ensures consistency across all design elements.
This robust library enhances design fluency and adheres to AA accessibility standards, making the brand visually cohesive and accessible to a wider audience.
