Amepheas AG · 2025 · UX/UI Design

Scope
E-commerce · Booking flow · Content structure

Tools
Figma · Illustrator

Focus
Simplifying navigation, improving booking flow, and reducing visual complexity

Intro

In early 2025, I redesigned the Amepheas webshop to improve clarity, usability, and booking efficiency.

The previous experience was functional but visually dense, with long text blocks, repetitive sections, and a weak hierarchy that made navigation and decision-making harder.

The redesign focused on simplifying the interface, strengthening visual structure, and integrating a more intuitive booking flow for both German and English-speaking users.

Context & challenge

The Amepheas webshop combines product browsing with booking-based interactions, requiring users to both explore content and complete actions such as selecting tickets or scheduling visits.

The main challenge was to simplify this dual experience:

• Reduce visual overload without losing important information

• Make booking actions more immediate and visible

• Ensure clarity across multilingual content

From cluttered to structured experience

The original webshop relied heavily on long text sections and repeated content blocks, making it difficult for users to quickly scan and find relevant actions.

The first iteration focused on reducing visual noise by introducing more whitespace and clearer grouping of elements.

The final design established a consistent layout system, improved hierarchy, and integrated booking components directly into the browsing experience

The final design integrates booking directly into the interface and introduces a clearer visual hierarchy. The first iteration reduces visual noise and improves content grouping. The original design is visually dense, with repetitive elements and a weaker structure.

Core interaction: booking flow

A key improvement was the integration of a direct booking calendar within the interface.

Instead of separating browsing and booking into different steps, the new design allows users to:

• Explore products or events

• Select dates directly within the same flow

• Complete actions with fewer steps

This significantly reduces friction and improves task completion.

The redesigned experience introduces a calendar-based interaction, allowing users to select dates and view events in context. Previously, navigation relied on long lists across multiple dates, making the booking process slower and less intuitive.

My role & contributions

• UX/UI redesign of the webshop in Figma

• Simplification of layout and structure

• Definition of visual hierarchy for better scannability

• Optimization of content presentation

• Design of custom icons in Illustrator to support navigation

Visual system

To ensure visual consistency across the platform, a lightweight design system was created, including:

• Custom icon set for navigation and categorization

• Button and input components for booking interactions

• Typography and color styles to reinforce hierarchy

This ensured a cohesive experience across desktop and mobile.

Icons

Small elements

Key improvements

• Navigation → clearer categories supported by icons

• Booking flow → integrated calendar with fewer steps

• Visual hierarchy → reduced text, stronger call-to-actions

• Multilingual experience → consistent German and English content

Outcome & learnings

This project reinforced the importance of balancing simplicity with functionality in e-commerce design.

Reducing visual complexity does not mean removing content, but structuring it in a way that supports user decisions.

Designing around real user actions, such as booking, proved more effective than focusing only on visual improvements.