The project involved a comprehensive redesign and migration of a cosmetics brand’s online store to a modern e-commerce platform. The goal was to create a cohesive, aesthetic, and intuitive shopping experience that better reflects the brand’s values and supports its continued business growth.
UX Researcher
UX Designer
I conducted online interviews with 8 participants via Microsoft Teams to understand user behaviors, frustrations, and expectations regarding the Hagi online store. The goal was to identify who the users are, how they shop for cosmetics online, and what issues they encounter on the website. A study with 8 participants was sufficient to uncover most of the key usability and functionality problems.
50% of participants were aged 25–34
25% were aged 35–45
25% were aged 20–24
The website loaded slowly and sometimes froze, especially when navigating between pages.
Lack of clear product filters and a consistent structure in descriptions made it difficult for users to find information quickly.
An excess of visual elements caused users to feel overwhelmed by graphics and text.
CTAs were hard to read and did not stand out in an intuitive way.
The project involved a comprehensive redesign and migration of a cosmetics brand’s online store to a modern e-commerce platform. The goal was to create a cohesive, aesthetic, and intuitive shopping experience that better reflects the brand’s values and supports its continued business growth.
UX Researcher
UX Designer
I conducted online interviews with 8 participants via Microsoft Teams to understand user behaviors, frustrations, and expectations regarding the Hagi online store. The goal was to identify who the users are, how they shop for cosmetics online, and what issues they encounter on the website. A study with 8 participants was sufficient to uncover most of the key usability and functionality problems.
50% of participants were aged 25–34
25% were aged 35–45
25% were aged 20–24
The website loaded slowly and sometimes froze, especially when navigating between pages.
Lack of clear product filters and a consistent structure in descriptions made it difficult for users to find information quickly.
An excess of visual elements caused users to feel overwhelmed by graphics and text.
CTAs were hard to read and did not stand out in an intuitive way.
The project involved a comprehensive redesign and migration of a cosmetics brand’s online store to a modern e-commerce platform. The goal was to create a cohesive, aesthetic, and intuitive shopping experience that better reflects the brand’s values and supports its continued business growth.
UX Researcher
UX Designer
I conducted online interviews with 8 participants via Microsoft Teams to understand user behaviors, frustrations, and expectations regarding the Hagi online store. The goal was to identify who the users are, how they shop for cosmetics online, and what issues they encounter on the website. A study with 8 participants was sufficient to uncover most of the key usability and functionality problems.
50% of participants were aged 25–34
25% were aged 35–45
25% were aged 20–24
The website loaded slowly and sometimes froze, especially when navigating between pages.
Lack of clear product filters and a consistent structure in descriptions made it difficult for users to find information quickly.
An excess of visual elements caused users to feel overwhelmed by graphics and text.
CTAs were hard to read and did not stand out in an intuitive way.