- Role
- Branding · UX / UI
- Scope
- E-commerce concept
- Platform
- Responsive web
- Sector
- Artisan food
- By
- Bigad Elsherif, founder of Appstruct
Project Overview
Amanase is a premium artisan chocolate brand that needed a sophisticated online presence to match the quality of their handcrafted products. Founded by master chocolatiers with over 20 years of experience, Amanase specializes in creating unique chocolate experiences using ethically sourced cacao from around the world.
The brand wanted to expand their reach beyond their physical boutique and create an e-commerce platform that would capture the essence of their craftsmanship while providing a seamless shopping experience for chocolate enthusiasts worldwide.
Our Role
As the lead UX/UI designers, we were responsible for creating a complete brand identity and e-commerce experience for Amanase. The goal was to design a platform that would showcase the artisanal nature of their chocolates while making it easy for customers to explore, customize, and purchase their products online.
Key objectives included creating an intuitive product discovery system, implementing a gift customization feature, and ensuring the checkout process was as smooth as possible while maintaining the premium feel of the brand.
Design Process
We followed a comprehensive design thinking approach to ensure every aspect of the user experience was carefully considered. The process included:
- 01Research & Discovery - Understanding the artisan chocolate market and target audience
- 02User Personas - Defining key customer segments and their needs
- 03Information Architecture - Structuring product categories and navigation
- 04Wireframing - Creating low-fidelity layouts and user flows
- 05Visual Design - Developing a sophisticated brand aesthetic
- 06Prototyping - Building interactive prototypes for testing
- 07User Testing - Validating design decisions with real users
Market Analysis
To position Amanase effectively in the competitive artisan chocolate market, we conducted a thorough analysis of the landscape:
Strengths
- 100% handcrafted premium chocolates
- Ethically sourced, single-origin cacao
- Award-winning master chocolatiers
- Unique flavor combinations
- Customizable gift options
Opportunities
- Growing demand for artisan chocolates
- Corporate gifting market
- Subscription box services
- International shipping expansion
- Chocolate tasting experiences
Challenges
- Conveying product quality online
- Shipping perishable products
- Educating customers about cacao origins
- Premium pricing communication
Competition
- Established luxury chocolate brands
- Local artisan chocolatiers
- Mass-market premium chocolates
- Subscription box services
Amanase /ˈAma-na-cee/ noun — 1. A rural place in the heart of Ghana, where a large part of the world's cocoa is grown; 2. The name of Ghana's first formal chocolate school; 3. A brand that is reinventing the world of handcrafted chocolate.
User Persona
Sophie
Sophie is a 38-year-old marketing executive living in a metropolitan area. She appreciates fine foods and seeks out unique, high-quality products. She's looking for special gifts for clients and friends that reflect her sophisticated taste and values sustainability.
Goals
- Find unique, premium gifts that impress
- Support ethical and sustainable brands
- Discover new flavor experiences
- Easy corporate gifting options
Needs
- Clear information about product origins
- Gift customization options
- Reliable delivery timing
- Beautiful presentation
- Easy reordering for repeat gifts
Frustrations
- Generic chocolate options lack uniqueness
- Difficult to verify product quality online
- Limited customization for corporate gifts
- Uncertainty about shipping times for perishables
Design Solutions
Based on user research and business goals, we implemented several key design solutions:
Visual Storytelling
Created rich product pages with high-quality photography, origin stories, and tasting notes to help customers understand what makes each chocolate special.
Gift Builder
Designed an intuitive gift customization tool allowing customers to create personalized chocolate boxes with custom messages and packaging options.
Educational Content
Integrated chocolate tasting guides, cacao origin information, and pairing suggestions to educate and engage customers.
Seamless Checkout
Streamlined the purchase process with guest checkout options, saved addresses, and clear shipping information for temperature-sensitive products.
Design intent
Structured as a focused commerce experience — browse, choose, personalise, check out — with nothing competing for attention in between.
Designed to carry the brand's artisanal character into a shop without slowing the path to purchase.
Gift customisation is treated as part of the product rather than a bolt-on step at checkout.
A considered foundation for future validation: the flows are complete enough to launch and then measure.
