Rubber ducks have been and continue to be a popular children’s toy. Their popularity is now growing among adults too, with Instagram and Pinterest accounts devoted to them. No longer is it just the stan- dard yellow duck that’s available; rubber ducks now come in a wide variety of playful options.
Men and women ages 18 - 35 interested in kitsch and novelty gifts; children ages 9 - 17 and their parents
The main challenge with designing the Ducks, Inc. app was in creating an e-commerce app that used enough familiar elements to be accessible to new users. The issue then becomes seamlessly integrating the playful duck elements into the e-commerce framework without disrupting flow and ease of use.
I looked at a wide variety of e-commerce apps in designing Ducks, Inc. I explored ways of keeping the designs elevated in spite of the playful content. I considered the pros and cons of using photography or illustration.
I decided to go with illustration over photography because I wanted to showcase my illustration skills in addition to the UI design. I ended up with several design options for the product pages. The first uses standard e-commerce elements on a white background, with simple dropdown menus, view-switching, purchase suggestions and a clear call-to-action. The design of the checkout system focuses on giving the customer feedback and is equally straightforward. My alternative design for the product pages and duck carousel are sleek and modern, using “dark mode” and graphic elements to elevate the content.