Sold out
A disabled button and a clear "Notify me when available" path keep interest alive.
Payment failed
Reassures that no charges were made, then offers Try again or a different method.
All work
DTC e-commerce, mobile
A calm shop for handmade soaps
A calm, intuitive, mobile-first e-commerce experience for Minze, a brand crafting natural, handcrafted soaps rooted in sustainability and minimalist living.
- Brand
- Minze Organics
- Year
- 2023
- Platform
- Mobile
- Focus
- UX research, UI design, prototyping
Problem
Conscious consumers face cluttered digital storefronts and widespread greenwashing.
Objective
Translate Minze's core values into a seamless shopping journey that drives direct-to-consumer sales and brand loyalty.
Impact
+24% mobile conversion, 18% less checkout drop-off and 40% fewer steps from cart to confirmation.
Where shopping breaks
What conscious shoppers ran into on competitors' stores.
Vague ingredients
Competitors list ingredients vaguely, leaving shoppers guessing.
Sterile identities
Visual identities feel sterile or overly corporate, not natural or calm.
Heavy checkouts
Friction-heavy, multi-step checkouts erode trust and drive cart abandonment.
Primary persona
Camila Rocha
31 years old, yoga instructor
Mindful shopper based in São Paulo, shopping mostly on mobile.
Seeks
Calming visual spaces
Is skeptical of
Unverified sustainability claims
Demands
Full ingredient transparency before buying
Core pain points
Hidden additives
Vague labels and hidden additives make shoppers with sensitive skin hesitate.
Decision fatigue
Cluttered layouts and loud marketing tactics wear shoppers down.
Checkout drop-offs
Long checkouts that require creating an account make people give up.
Journey mapping and user stories
- 1Discovery
- 2Browse
- 3Evaluate
- 4Bag
- 5Checkout
- 6Confirmation
- 7Unboxing
Fast ingredient lookups
Full, transparent ingredients within a tap.
Sensory scent profiles
Scent notes that make a soap feel real.
Express checkout
Frictionless payment with one tap.
Information architecture
A 4-column mobile grid and a short, linear path to purchase.
HomeShopProductBagCheckoutConfirmation
Visual identity
Palette
Olive#4F5130
Clay#9A5344
Cream#FEFBEE
Sand#F5E9D3
Typography
Inter Bold and Medium
A clean, legible hierarchy that keeps every screen calm. Earthy neutrals and organic photography communicate authenticity and calm.
Step-by-step flow
Nature-inspired imagery, mood-based shopping and clear pricing keep decisions simple.
Prototyping and flow
I moved from low-fidelity wireframes to interactive high-fidelity prototypes with:
Clear ingredient breakdowns
Every product shows what's inside, in plain language.
Verified customer reviews
Social proof shoppers can trust.
Express payments
Apple Pay built into checkout.
Designing for edge states
Results and impact
+24%
Mobile conversion rate
Clear product information and prominent scent profiles turned browsing into completed purchases.
−18%
Checkout drop-off
Express payment (Apple Pay) and guest checkout removed friction at the last step.
40%
Fewer steps
Reduction in steps from cart to confirmation.
Full case on Behance
Contact
Let's make something people trust.
I'm open to full-time Product Designer roles in AI. I usually reply within a day or two.
hello@prisjanuario.com