Helping customers narrow the choice
Mavelle sells natural skin and hair care products. The UX audit, based on Hotjar data and interviews, showed that customers struggled to work out which products suited their needs in the previous shop. The visual identity also did not reflect the brand's focus on natural ingredients.
A new identity and a clearer shop structure
I redesigned the visual identity and reorganised the shop around the product range. I also designed a smart filter to help customers narrow their choices by skin or hair type and understand the benefits of each option.
Showing what matters before buying
I brought product benefits, ingredients, and customer reviews into the product page. Breadcrumbs provided a route back to the category, while related products and care articles offered more information for customers still deciding.
Shopping on a smaller screen
The previous shop was not designed for mobile use. On a phone, product pages were hard to read, the path to purchase was complicated and not personalised, and the brand had little presence. I created mobile and tablet layouts for the shopping experience, including navigation, product pages, and the cart.
