Project Overview
This independent study examined the application of user experience design principles in recreational cannabis dispensary websites and explored the translation of these principles into mobile application interfaces. Combining analytical research methodology with practical design application, this study focused on how established design principles—particularly Gestalt theory and usability heuristics—are implemented in the emerging cannabis retail digital landscape. After conducting a systematic analysis of existing dispensary websites and evaluating their adherence to UX best practices, I demonstrated a practical application of these principles through the development of a mobile application prototype.
Course: Cannabis Studies & UXD Independent Study, DePaul University
Tools Used: Figma, FigJam
Rise Cannabis App
Evaluate usability, navigation, and visual design across multiple dispensary websites.
Methods: Heuristic Analysis, Usability Testing, and Affinity Mapping
Platforms Tested: Bud & Rita’s and Rise websites
Focus Areas:
Navigation & Filtering
Product Clarity/Information Hierarchy
Visual Branding & Tone
Concept Description
Competitive Analysis Results Synthesized
Overall Structure
Both websites use a standard e-commerce skeleton with consistent placement of search, profile, and cart icons.
Rise features a clean, minimal layout focused on usability, while Bud & Rita’s integrates strong branding that mirrors its diner-inspired retail experience.
Both sites rely on location-based shopping, a common industry standard.
Navigation & Filters
Rise includes two layers of tabs/filters, creating slight redundancy and confusion.
Bud & Rita’s also uses standard filter options but adds categories like terpenes and cannabinoids.
Both could simplify navigation to reduce cognitive load and improve flow.
Rise has the option to filter by feeling and activities, super useful when viewing cannabis products online.
Visual Design & Hierarchy
Rise has excellent content card spacing, clear product hierarchy (brand → name → type), and effective typography.
Bud & Rita’s organizes content well but suffers from low color contrast and thin outlines, making some visuals difficult to see.
Bud & Rita’s homepage tells a compelling story about education and community, while Rise feels more transactional and straightforward.
Mobile Experience
Both mobile experiences reflect their web counterpart and are essentially the web experiences resized for mobile viewing.
Because of this, the home pages on both mobile experiences are very long.
Key Takeaways
Both rely on the same industry skeleton, limiting opportunities for custom UX changes.
Rise excels in clarity and usability, while Bud & Rita’s excels in storytelling and brand personality.
These insights will inform the app design by combining Rise’s usability strengths with Bud & Rita’s educational and brand-driven approach, creating a more engaging and informative cannabis shopping experience.
User Testing Insights
User Test Procedure
Open dispensary website on mobile
Verify date of birth
Find Sativa pre-rolls
Add to cart
User Testing Questions
Name
Age
Experience with cannabis
Preferred cannabis products
Synthesized User Testing Results
Bud & Rita’s
Strengths
Visually appealing, bold, colorful aesthetic
Strong diner-style theme that feels fun and memorable
Distinctive brand personality that stands out from competitors
Engaging, quirky tone that users found entertaining
Feels modern, youthful, and high-energy
Appealing photography and product visuals
Weaknesses
Hard for beginners to understand products or how to choose
Long pages; some links non-functional
Lack of product reviews
Lack of educational content
Overall
Strong brand vibe, weak clarity and usability
Rise
Strengths
Clean, professional, easy-to-understand layout
Detailed, trustworthy product descriptions
Ratings, serving details, and educational info appreciated
Straightforward navigation and structure
Feels reliable and beginner-friendly
Clear categorization helps users shop with confidence
Consistent design that feels polished and legitimate
Weaknesses
Redundant navigation and repetitive deal pages
Minimal brand personality; experience felt sterile
Overall
Strong clarity and structure, low engagement/visual appeal
Design Suggestions
Our services
Provide a general summary of the services you provide, highlighting key features and benefits for potential clients.
Overall Structure
Visual Design & Hierarchy
Navigation & Filters
Both websites use a standard e-commerce skeleton with consistent placement of search, profile, and cart icons.
Rise features a clean, minimal layout focused on usability, while Bud & Rita’s integrates strong branding that mirrors its diner-inspired retail experience.
Both sites rely on location-based shopping, a common industry standard.
Rise has excellent content card spacing, clear product hierarchy (brand → name → type), and effective typography.
Bud & Rita’s organizes content well but suffers from low color contrast and thin outlines, making some visuals difficult to see.
Bud & Rita’s homepage tells a compelling story about education and community, while Rise feels more transactional and straightforward.
Rise includes two layers of tabs/filters, creating slight redundancy and confusion.
Bud & Rita’s also uses standard filter options but adds categories like terpenes and cannabinoids.
Both could simplify navigation to reduce cognitive load and improve flow.
Rise has the option to filter by feeling and activities, super useful when viewing cannabis products online.