Carsand Photo Imaging is a Canadian photography retailer providing customers with photo printing, imaging services, and personalized photo products.
Their customers range from casual users ordering personal prints to professionals placing recurring, high-volume orders, each with different needs for speed, control, and precision in the ordering flow.

Their existing digital ordering flow and internal backend were dated and unintuitive, and I was tasked with modernizing them through a streamlined, user-friendly redesign.

Customers could complete an order, but the process felt unclear and outdated the whole way through.
UX Issues

• Actions weren't clearly labeled, so users had to guess what to do next

• All calls-to-action looked the same, regardless of importance

• Navigation didn't make the full ordering flow clear

Visual Issues

• Inconsistent thumbnail sizing across the gallery

• Built on an outdated version of Material UI

• Overall, a generic, dated identity for a professional photo retailer

User research and target user needs pointed to four consistent priorities:

• Clear, descriptive labels. Outdated system design and vague actions had users guessing and questioning legitimacy, despite completing orders successfully.

• Distinct call-to-action hierarchy. Every action looked the same, giving users no sense of what mattered most.

• Layered navigation. The full ordering journey, from upload to checkout, needed to be visible at every step.

• A modern, professional identity. Casual and professional customers alike needed a system that felt current and trustworthy, not dated.

I rebuilt the ordering flow around a clear step sequence and a modern brand system, guided by my research findings.

Using the established identity, I redesigned the ordering backend for frictionless staff use.