Eyelash Serum Website Redesign & Amazon Store Design

Enhancing the Eclipta website to improve usability and customer understanding, alongside designing an Amazon store to increase accessibility and reach.

Experience Studio

Figma

Amazon Business

CONTEXT

Class Project

ROLE

Mentee, Group Member

TOOLS

Figma, Amazon Business

DURATION

January-May 2025

As my first experience studio project and first real dip into the world of UX, this project challenged me, a lot. I had to learn how to work and thrive in a team and also how to conduct research and make informed design decisions. Over the course of a semester, I grew with the help of my team and was able to confidently share our project and findings with our sponsors.

My Contributions

AMAZON BUSINESS LEAD, PROJECT MANAGEMENT, WIREFRAMES

Project Manager

As part of this project, we had bi-weekly meetings with our sponsors. I frequently helped lead these meetings and explained what was going on with our project at the time. These meetings allowed me to grow in leadership and communication skills, as well as confidence in the world of UX.

Amazon Business Lead

I led the team in creating an in-depth user manual of how to use the Amazon Business Portal. I walked through how to add products, what specifications still needed to be met, and what our sponsors would need to complete before going live.

Wireframing

I assisted in creating mid-fi mockups of the Eclipta homepage and created an Amazon store mockup. This challenged my design skills as my team and I were constantly iterating to make things look better.

The Problem

Eclipta, a natural eyelash serum and skincare brand, currently sells products through their Shopify website and at a small natural goods store. They are looking to expand their product selection by adding a men's line as well as expand their reach by selling on Amazon. Their current website is not easily navigable and customers find it hard to find the products they are looking for. They also need space for the men's line.

Additionally, customers were having trouble deciding which product was for them. There were many options of products, however they were not sorted by individual needs.

The Solution

a website redesign including reccomendations for a potential questionare and a complete amazon store design and guide with seo optimization

Shopify Homepage

This was the final version of our homepage. We focused on highlighting the products and categories with model focused pictures and product focused features.

I help create the mid-fi wireframes that led into this high fidelity version. I also helped source images and gave feedback on the layout.

Shopify Product Listing Page (PLP)

This is the final version of our product listing page. We chose to have clickable filters to easily sort between products. A majority of the images are currently placeholders, as the Eclipta brand image library was not large.

Amazon Store Design

I created many of the designs for the Amazon store and sourced many of the images. We chose to feature large images and interactive videos, as we found those were very successful and prominent in our competitive research. I personally created both of the banners for the women's and men's line. This wireframe really challenged me as a designer as we were always iterating and trying to make things look better and better with the materials that we had.

The Process

1. Preliminary research

Understanding Eclipta’s Brand and User Group

Our Goal: Understand consumers’ motivations, needs, and expectations in the all-natural product industry.

Review of Eclipta Rebranding Work: Gain insights into how the rebrand potentially changes Eclipta’s brand voice and how it is currently being incorporated on Shopify.
Interviews: Better understand how our target user group thinks when purchasing skincare and natural products.

Our Goal: Understand consumers’ motivations, needs, and expectations in the all-natural product industry.

Review of Eclipta Rebranding Work: Gain insights into how the rebrand potentially changes Eclipta’s brand voice and how it is currently being incorporated on Shopify.
Interviews: Better understand how our target user group thinks when purchasing skincare and natural products.

Key Findings: We gained insights into Eclipta’s brand vision and user group through interviews and research, aligning with industry trends. These findings guided the website redevelopment, ensuring consistency with Eclipta’s identity and the competitive market.

2. research

Enhance Eclipta’s Shopify

Our Goal: Personalize Eclipta’s shopping experience by maximizing navigability and consistency on its Shopify website.

Comparative & Competitive Analysis: We looked at competitors to Eclipta and other natural brands to find similarities and difference across the industry. From this we learned what was necessary to implement in order to be industry relevant.
Questionnaire Recommendation Development: We researched skincare product questionnaires, the best way ot format questions, and methods of implementing into Shopify. Through this we were able to create a guide for our sponsors.
Ideation & Sketching of Shopify Website: We created low and mid fidelity mockups of the Shopify Homepage and PLP. This allowed us to iterate, test, and change visuals before we create our Hi-Fi wireframes.

Our Goal: Personalize Eclipta’s shopping experience by maximizing navigability and consistency on its Shopify website.

Comparative & Competitive Analysis: We looked at competitors to Eclipta and other natural brands to find similarities and difference across the industry. From this we learned what was necessary to implement in order to be industry relevant.
Questionnaire Recommendation Development: We researched skincare product questionnaires, the best way ot format questions, and methods of implementing into Shopify. Through this we were able to create a guide for our sponsors.
Ideation & Sketching of Shopify Website: We created low and mid fidelity mockups of the Shopify Homepage and PLP. This allowed us to iterate, test, and change visuals before we create our Hi-Fi wireframes.

Key Findings: We analyzed competitors’ online stores and questionnaire strategies to personalize Eclipta’s shopping experience. These insights led to wireframe sketches and questionnaire recommendations aimed at enhancing navigability and differentiating Eclipta on its Shopify and Amazon stores.

3. design

Maximize Eclipta’s Navigability & Consistency

Our Goal: Enhance Eclipta’s Shopify and create a more personalized customer experience by differentiating and integrating Eclipta’s product lines.

Journey Mapping & Heuristics: I conducted a heuristic evaluation based on Nielsen's 10 principles on the existing website. This allowed us to understand the major pain points in the creation of our journey map.
Wireframes & High-Fidelity Prototypes: We created high fidelity prototypes of our Homepage and Product Listing Page for our sponsors to use when updating the website.

Our Goal: Enhance Eclipta’s Shopify and create a more personalized customer experience by differentiating and integrating Eclipta’s product lines.

Journey Mapping & Heuristics: I conducted a heuristic evaluation based on Nielsen's 10 principles on the existing website. This allowed us to understand the major pain points in the creation of our journey map.
Wireframes & High-Fidelity Prototypes: We created high fidelity prototypes of our Homepage and Product Listing Page for our sponsors to use when updating the website.

Key Findings: Through Journey Mapping and Heuristic evaluation, we identified key areas for improvement on the Shopify Homepage and PLP, focusing on navigability and brand consistency. Using these insights, we created iterative wireframes and mockups, refining each version to enhance user experience and ensure alignment with Eclipta’s branding.

4. design

Creating an Amazon Store

Our Goal: Enhance Eclipta’s Shopify and create a more personalized customer experience by differentiating and integrating Eclipta’s product lines.

Competitive Analysis: We analyzed different competitors Amazon Stores to better understand what features were necessary and what features were more common to see.
Amazon Guidelines: We created an in-depth guide including video tutorials with our research into the Amazon business portal. This guide included things such as how to add products, how to update your store and inventory, and what information Amazon needed before they could go live.
Mockup: We created a mockup of what the final Amazon store would look like once products were added and live.

Our Goal: Enhance Eclipta’s Shopify and create a more personalized customer experience by differentiating and integrating Eclipta’s product lines.

Competitive Analysis: We analyzed different competitors Amazon Stores to better understand what features were necessary and what features were more common to see.
Amazon Guidelines: We created an in-depth guide including video tutorials with our research into the Amazon business portal. This guide included things such as how to add products, how to update your store and inventory, and what information Amazon needed before they could go live.
Mockup: We created a mockup of what the final Amazon store would look like once products were added and live.

Key Findings: In Milestone 4, we designed and prototyped a fully branded Amazon Store for Eclipta, aligning with Amazon’s platform while maintaining brand consistency. The final design, along with supporting materials, enables Eclipta to grow on Amazon with a cohesive, user-friendly shopping experience that reflects its core values.

5. transition

Handoff to Sponsor

Our Goal: Provide a seamless and efficient transition for our sponsors to implement our work on Shopify and Amazon.

Throughout this project, we faced a few limitations. However, we were able to deliver everything to our sponsors.

Our Goal: Provide a seamless and efficient transition for our sponsors to implement our work on Shopify and Amazon.

Throughout this project, we faced a few limitations. However, we were able to deliver everything to our sponsors.

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