The Brand
A Beauty & Health brand rooted in Florida-grown citrus ingredients. Natural, vegan, and environmentally friendly, with a purpose to support the local economy.
The Overview
From brand concept to a seamless shopping experience
Neroli
E-Commerce Website UI Design
Natural Beauty Cosmetics Brand
Neroli Cosmetics is my first UI project, where I designed the brand and a five-page e-commerce experience for a natural beauty concept. The goal was to create a simple and clear shopping journey where users can explore products, understand ingredients, and complete a purchase. It marks the transition from a beginner to a UX designer, and the starting point of how I connect brand, user experience, and digital journeys.
The Challenge
How do I build trust in a new natural beauty brand while making it easy for people to explore and buy?
Target Market
Value-driven women who prioritize natural ingredients, sustainability, and trust, seeking ethical skincare aligned with their lifestyle and a simple, easy-to-buy experience.
The Insight
In beauty e-commerce, trust grows when products, ingredients, and benefits are clear. When the experience feels simple to understand, users feel more confident to explore and purchase.
The Role
Led the brand concept, UI design, and user flow. From identity creation to a complete 5-page shopping experience.
The Approach
Started by defining the brand and its purpose, then focused on user needs to guide decisions. Structured the experience to support clarity, trust, and an easy path to purchase.
The Exploration
Explored the visual direction and aligned it with user needs. Designed wireframes, product pages, and a simple checkout flow.
The Process
Click to expand
Click to expand
Click to expand
Click to expand
Click to expand
Click to expand
Click to expand
Click to expand
The Results
Easy to Explore, Easy to Buy
When products, ingredients, and benefits are easy to understand, users feel more confident moving from exploration to purchase.
The Reflection
What I'd do differently today
This was my first UI project, and I relied mostly on intuition, putting myself in the user’s place and designing around their needs. Looking back, I see how that instinct to help and simplify guided me from the start. Today, that same intention is still there, but now it’s supported by knowledge and a deeper understanding of why those decisions matter.
Visual System
Build the System First, Design Second
I designed screens before fully establishing the design system. Today I start with tokens, spacing, type scale, color roles, so every decision has a foundation and the whole product feels coherent.
User Research
Start with the User, not the Brand
I led with visual identity before mapping user needs. Now I reverse that, the brand serves the user, not the other way around. Research and journey mapping come first and shape every visual choice that follows.
UX Thinking
Hierarchy is a Navigation Tool, not a Style Choice
I used to approach hierarchy from a visual place. Now I see it as something that brings clarity and ease. It helps guide attention and makes complexity feel lighter. That shift changed how I design.
Why me?
Intuition, Empathy &
Structure
I can feel deeply and still analyze with clarity and strength. That combination helps me understand people, decode systems, and trust intuitive insight.