Maine Wellness UX, UI

Project Time - 2 weeks

My Role

• User and stakeholder interviews
• Mapped the customer journey, personas and user needs
• Wireframe to hi-fidelity designs
• Works with the Product Owner to determine and agree a design direction
• Liaises with the team to ensure the design can be built within the scope boundaries


Main-wellness is a pioneering force at the centre of the medical cannabis industry that views themselves as a non-judgemental zone where all questions are welcome from people from all different levels of experience. The piece of hardware used for the in store experience was a google chrome base running Foyer Live which utilised Magento, and Shopify


The Challenge

The majority of Maine Wellness’ customer base is older than 35 with not much experience with cannabis. 20 years ago the product was very different with minimal differences between strains. With rapidly changing laws in the US varying from state to state and a huge increase in research and technology. There are now over 10,000 different strains of cannabis plant with varying medicinal properties.
Which is the correct one for them? and how do we build loyalty and trust for a product that has historically been illegal and also misunderstood. 
While Wellness had an online store they wanted a seamless experience from Online to in store. 
One interesting piece of research that was brought up was that one of our personas didn’t want to talk to anyone in-store if they could help it. This posed a fun design challenge to tackle.

Interviewing stakeholders and customers

The client is located in Maine Portland which meant a lot of early morning interviews - I talked to three stakeholders via video chat and four Wellness customers through email.

From the interviews I identified three types of behavioural personas and their behaviours, pain points, needs, and the jobs to be done and user flows. A wellness staff member persona was also created, though this particular staff member played a role in design decisions. It wasn’t the main focus in this part of the project. 

Three Personas

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Wellbeing Tilly (40)

This senior professional is cannabis curious, prefers edibles and vapes as she’s worried about long term smoke effects on the lungs. She needed a relaxing strain, wants the product to be apart of a holistic wellness lifestyle and is also a bit nervous about buying. She preferred not to talk to store staff about the product which posed an interesting design challenge. 

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Medical Mike (45)

 Medical Mike is a bit of a cannabis novice, having probably dabbled with it back in college and not much since then. He needed to know which strain will alleviate his particular ailment, but provide him with enough energy to play with his son. 
He needs to be educated, guided, trust, transparency on medical validation all with a personalised touch.


Recreational Jack  (28)

Jack is our power user, A young professional and a bit of geek when it comes to cannabis. He knows all the strains and wants the most exclusive. He appreciates knowledgable staff and friendly customer experience. “Whats new?"

Floor Plan

One of our team members went to Maine at the time of the project and mapped out the floor design.

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User Journey & Story Map

Findings were presented back to the client, from there we mapped out three user journeys and a storymap with our features for an MVP.


First time visitor instore

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Strategy and Solution Sketch Session


I ran a crazy 8 sketch session collaboratively with the client and a developer in Melbourne via video chat. We focused on the login, browsing products and checkout.

From Wires to Hi-Fid- Sketch

I was quite limited in UI as I had to abide by an already powerful brand.

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Selected Works

LexusResponsive Website Redesign

Maine WellnessUS Cannabis Retailer CX, UX, UI

EPA VictoriaApp Design

MapleApp Design