The goal wasn’t just aesthetic improvement, it was to create a clear decision-making journey.
From a UX and UI perspective, the main challenges were clear:
Different products served different goals, but were presented in a similar way
Users had to work too hard to understand which product was right for them
The interface didn’t fully support storytelling around performance, routines, and outcomes
The overall experience needed to feel more premium, focused, and conversion-driven
The redesign started by reframing the experience around intent.
Instead of treating products as isolated SKUs, I designed the UX to communicate:
why a product exists
when it should be used
who it’s for
This led to clearer distinctions between products through:
structured content hierarchy
usage-based sections (daily use, focus moments, performance phases)
clearer benefit grouping rather than feature overload
Product pages were redesigned to answer questions progressively, reducing cognitive load while increasing confidence at the point of purchase.
Visually, the redesign focused on clarity, contrast, and restraint.
Each product was differentiated through:
layout structure
imagery treatment
pacing of information
emphasis on key benefits and ingredients
Rather than relying on heavy visual variation, differentiation was achieved through consistent systems with intentional variation, keeping the brand cohesive while making each product feel unique.
Typography, spacing, and imagery were designed to reinforce a sense of focus, performance, and calm precision, aligning with the mindset of the target audience.
The flow was designed to feel natural and uninterrupted, removing friction between curiosity and action. Calls to action were placed deliberately, supporting decision-making rather than pushing urgency.
Special attention was given to the full e-commerce journey:
homepage discovery
product comparison
product detail exploration
trust-building through social proof and expert validation
This project demonstrates my approach to e-commerce design: designing for understanding first, so conversion becomes a natural outcome rather than a forced one.
The final result was an e-commerce experience that:
clearly differentiates products at both UX and UI level
guides users through a confident, performance-driven journey
balances storytelling with clarity and conversion
elevates the brand to a more premium, focused position
Next projects.
(2016-26©)
