Annika zee
Annika Zee
UI/UX Design | SEO|
E-Commerce Integration
Tools
Adobe Photoshop
Adobe Illustrator
Figma
Wix Studio
Photography
Overview
Annika Zee is a Toronto-based musician and interdisciplinary artist. She wanted a website that reflected her experimental spirit and showcased her music, art and clothing designs. Our goal was to create a site that was minimalist in structure but expressive in design. Emphasizing her art without unnecessary distractions. In addition to designing and building the site, I photographed her wearable art pieces, aligning the visuals with her grungy, DIY aesthetic.
The Problem Statement
Annika needed a space where people could easily discover and explore her music and clothing designs - one that felt true to her experimental, DIY aesthetic without being cluttered or conventional.
The Solution
A minimalist yet expressive website that puts her work front and center, blending intuitive navigation with bold visuals. Custom photography of her wearable pieces helped create a cohesive, grungy feel aligned with her artistic identity.
User Research & Discovery
Goal: Understand Annika's vision, goals, and her audience to guide how best to structure her digital presence
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Identified key user groups: fans, collaborators, and industry professionals
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Discussed her goals for visibility, brand cohesion, and use experience
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Researched common patterns in artist and e-commerce portfolio sites for intuitive usability
Design Iteration & Refinement
Goal: Evolve the vision through collaboration and experimentation
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Started with a 5-page layout including About, Contact, and Press
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Pivoted to a more minimalist 2-page structure focused solely on Music & Clothing, streamlined to emphasize her work and personality through visuals
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After a few months, Annika evolved to want a 3rd page focused on her visual arts: to include an artist resume, and her portfolio piece
Information Architecture & Wireframing
Goal: Design a minimalist site with intuitive flow
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Structured the website into focused sections for clarity and emphasis
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Created low-fidelity wireframes for review
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Created iterations for both desktop and mobile
Visual Design
Goal: Develop a bold, expressive visual system true to Annika's identity
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Drew on her influences such as 90s punk, DIY zines, and Keith Haring
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Paired grunge textures with bold, red and blue tones for high contrast reflecting her personality
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Used expressive typography and intentional white space to let expressive content breathe
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Integrated her illustrations as well created original illustrations throughout the site for a cohesive, inspired visual language
Product Photography & /
Goal: Observe real user interaction and refine the experience
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Conducted in-person usability testing with 3 target users
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Observed navigation patterns, hesitations, and areas of confusion
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Gained valuable feedback on visual clarity, ease of flow, and interaction expectations
Iterate
Goal: Improve usability and enhance user experience based on feedback and observations
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Simplified key screens by removing visual clutter and reducing number of interactive elements
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Added more breathing room and improved layout hierarchy to reduce cognitive load
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Adjusted language and iconography for greater clarity and accessibility