The brief

This was a group project where my team and I redesigned the website for Tiger Lilly, a South African activewear brand, using user-centred design. The original site felt crowded, was hard to navigate and leaned heavily towards a female-coded look, so the brief was to make it easier to use and appeal to a broader audience without losing what makes the brand recognisable.

What we did
We began with logo sketches, hand-drawn wireframes, brainstorming and moodboards. Each of us then made our own logo in Illustrator, and the team chose one to turn into a linocut print. It combines a bold tiger with a lily petal. We took inspiration from the Alo website for its simple, easy navigation, and built a gender-neutral identity with a new colour palette of orange, dark red, beige and light blue, new typography, and unisex product mockups (hoodies, caps, water bottles and totes). The site is organised by colour, category and activity instead of “men’s” and “women’s”.

We refined the designs as low-fidelity wireframes in Figma, then built a working prototype in Wix Studio. New features included shop by colour, shop by category, a blog, a social media community section, customer reviews and a back-to-top button. We also tested the site with a Google Form and class feedback, then made a list of changes and implemented them.