Hometown Favorites is an online retailer specializing in old fashioned and nostalgic candies. Their site had elements that had been added to as an afterthought (social networking buttons, holiday-themed graphics), and had an overwhelming & hard-to-use navigation system. Presented as a homey online version of a bricks-and-mortar store, the reality was that they had no bricks-and-mortar counterpart, and ultimately were not focusing on the benefits which an online store creates.
I wanted to do several things with the re-design of Hometown Favorites e-com candy store, but the main focus was to give them a professional look while preserving the nostalgic-ness through imagery, and making locating their products easier for the user.
Clear indication to user about where they are in the progression of the checkout process.