This design case study explored how 1Digital applies Information Foraging Theory to eCommerce website design and UX strategy. The theory suggests users browse websites similarly to how humans search for food, following strong “information scent” cues toward desired outcomes. The study examined product-heavy designs focused on fast purchasing experiences and experience-heavy designs centered around storytelling and branding. Through multiple redesign examples, 1Digital demonstrated how layout structure, navigation flow, visual hierarchy, and content organization influence user behavior and conversion rates. The project highlighted how strategic UX decisions can guide visitors naturally through shopping journeys while reducing friction and improving engagement.

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