Francis Golez

Francis Golez | UI UX


Crafting a company's online presence and brand identity

Project Brief

Soulflower Collective, a THC company under the soulflower company umbrella, specializes in premium THC products, including pre roll joints, flowers, and concentrates. As a new company, they lack an established branded website to showcase their products and company information. Our task is to create an engaging website that embodies their brand identity and offers interactive navigation, allowing users to explore their diverse products range and services effectively.






  • User Interview
  • Affinity Mapping
  • C&C Analysis
  • Heuristic Analysis
  • Design Studio
  • Wireframing
  • Prototype

Understanding Client Needs

Visual feel for the website:
  • Establish a vibrant culture across various platforms that embodies the brand identity and values
  • Convey the hip-hop and graffiti culture that the stakeholders experienced in their upbringing
  •  Stakeholders desire animated and interactive elements on the homepage to enhance user engagement

User Interview Questions

Understanding User needs

Analyzing the Data

Affinity Mapping Results

Knowing the strain effects is key
THC percentage threshold
Special deals is a priority when deciding to purchase
Clean website aesthetics

Problem Statement

Users need convenient access to Soulflower’s deals, promotions, strain effects, and THC percentage details. They need a seamless platform to gain insights into the brand’s values and product range so they feel confident in the products they are looking to potentially purchase

HMW Statements

  • How might we create an intuitive navigation
  • How might we display promotions to the user
  • How might we satisfy the aesthetic needs of the client, while presenting information in an intuitive and user-friendly way?
  • How might we structure the necessary information?

Designing the Prototype

Low Fidelity
Hi-Fi Prototype
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