Work / Store locator redesign & ORCA framework
Store locator redesign & ORCA framework
Product design
Redesigning a store locator with accessibility in mind and introducing a structured way to communicate complex UI systems.
TL;DR
An accessible store locator redesigned with a system-first approach.
→ WCAG-friendly structure
→ List-first design for better usability
→ ORCA framework to communicate complex UI logic
Context
The existing store locator did not meet WCAG requirements and felt visually outdated. At the same time, a new business need emerged: the ability to link directly to specific store locations. This required rethinking not only the interface, but also how store data is structured and presented.
Approach
I started by reviewing best practices for store locators, including Baymard Institute reports and competitive analysis. Based on this, I redesigned both the map and the results list, shifting the focus toward a more accessible and structured experience.
I made the results list the primary element — designed to work well with screen readers and support different user needs.
Map showing all store clusters before the user selects a location.
Default view. Map showing all store clusters before the user selects a location.
Because the project introduced several new patterns, I also needed a clearer way to communicate the system to the team. To address this, I introduced an object-oriented UX framework (ORCA: Objects, Relationships, CTAs, Attributes).
I mapped:
- key objects on the page,
- relationships between them,
- available actions (CTAs),
- important attributes.
This helped present the design in a concise and structured way, making it easier to understand and implement.
ORCA map. Click to zoom.
Outcomes
The result was a redesigned store locator with improved accessibility and structure. The list-based approach made the experience more usable for assistive technologies and more predictable for users.
The ORCA framework proved useful in communicating complex UI logic. After seeing this documentation, a developer invited me to collaborate on a side project, which was a strong signal for me that the approach improved cross-team understanding.