Veronika Boichuk — UI/UX Designer

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My role

UI/UX designer

Timeline

4 week

Shelfie

Overview

Shelfie is a four-year-old online retailer specializing in quality skincare products from Korea and Europe. The existing website lacked a modern design and was similar to many competitors, resulting in low conversion rates. To improve user experience and increase sales, Shelfie partnered with us to revamp their website into a smart and visually appealing platform tailored to skincare enthusiasts.

Goals

Simplicity without unnecessary decoration

The visual style should feel friendly, with natural tones (beige shades) and an emphasis on authenticity, but without excessive "naturalness" in the design.

Create a Trustworthy User Experience

Convey Shelfie’s dedication to customer satisfaction with a visual style that feels sincere and thoughtful, without overwhelming the user.

Enhance Visual Appeal

Make the design smart and refined, yet approachable, so it highlights the “healthy skin” message without luxury associations.

Improve Product Discovery

Add visual categorization for easy navigation by skin concern or product type to enhance user experience.

UX Survey

To research user behavior and prioritize the information on the website, I created a survey with 13 questions. A total of 20 users participated in the survey, providing valuable insights that were used to inform the website design.

User Personas

To better understand the target audience and their needs, I created two detailed user personas. These personas were based on qualitative and quantitative research, including user interviews and surveys. They represent key customer types and help guide design decisions by focusing on the priorities, motivations, and pain points of real users.