ZOZI was a company providing special deals on local activities with independent vendors and wholesale equipment to help you get out there.

I acted as the content strategist and UX/UI designer on this project while at Instrument. This project spanned six months and I collaborated with a team of art directors.

Rethinking ZOZI's e-commerce experience meant detangling a long list of mandatories to accomplish the company's, their shareholders', vendors', and users' goals.


After weighing all the post-its, the bigger question was how to make the add-to-cart flow work for both activity reservations and product purchases.

A reservation module follows the user down the activity page.

Replacing a long list of small type filled with condition and special terms near the footer, I replaced it with components that gave the user timely information.

Quantity was placed in a dropdown, so a user could only select the number available. This decision was made to reduce the number of error message users received through the reservation flow.

Add-ons were an innovation of mine. If an activity could benefit from something the vendor could offer or a piece of gear ZOZI carried on their site, they could cross-promote at the end of the reservation flow.

GEAR E-Commerce

Gear was a challenge in itself as ZOZI carried last year's unsold equipment from many different brands. Before, selecting a color may unselect a previous selection due to availability, causing confusion.

I decided to give the power to ZOZI's sales team and make decisions that worked best for each piece of gear. For example, if they had different sizes, but only different colors in one size, it would be best to build a component for each size and add a dropdown for color.

Due to the variety of brands ZOZI carried, we recommended a size calculator to assist the user in selecting the correct size.

We also encouraged ZOZI to have their employees try out gear and give personal testimonials instead impersonal lists of features.


Putting design into action with ZOZI's in-house developers.

My team and I designed a brand guidelines of our assets that aids the ZOZI's team in developing our components.


Building a brand by building up others.

ZOZI's activity products relied heavily on partnerships with small mom-and-pop vendors across the country. Since many of these retailers did not have logos, I developed a series of icons to act in their place on product pages, emails, and banner ads.