Nala
E-commerce experience for an organic body-care brand
Nala Care's journey began with the vision of creating effective, organic body-care products without unnecessary or harmful ingredients. As the brand grew, the challenge was to translate this philosophy into a digital experience that could stand out in a crowded natural beauty market while helping customers find products suited to their individual needs. The redesign focused on creating a more intuitive and personalised e-commerce experience, combining strong brand storytelling with clearer product discovery and education.
The design process focused on understanding how customers evaluate natural body-care products and what information they need before making a purchase. Research showed that personal preferences, such as scent, strength, skin sensitivity, and product formulation, play an important role in the decision-making process. This insight led to the introduction of a personalised product discovery flow, allowing customers to navigate the product range based on their individual needs rather than simply browsing a catalogue.
The redesigned experience also placed greater emphasis on education and transparency. Product pages were structured around the key questions customers have before purchasing, bringing together product benefits, ingredients, formulation details, and brand information in a clear hierarchy. By connecting personalisation, education, and brand storytelling, the final experience makes product discovery more intuitive and helps customers feel more confident in their purchasing decisions.
year
2024
timeframe
2 months
tools
Figma, Adobe
category
UI/UX
The Challenge
Natural beauty is a crowded market, so the challenge for Nala was to create more than just a visually appealing e-commerce website. The goal was to make product discovery more relevant, clearly communicate what makes the brand different, and help customers understand their options so they could make confident purchasing decisions.
The Product
The redesign transformed Nala's website into a more personalised, educational and product-focused e-commerce experience. Rather than treating the catalogue as a collection of products, the experience was designed around the customer's needs and preferences. Personalised product discovery helps users find products that suit them, while clearer product information and educational content reduce uncertainty around ingredients, scents, formulations and benefits. The result is an experience that connects brand storytelling, product discovery and personalisation into a single shopping journey.
Product Experience
The product page was designed around the key questions users need answered before making a purchase, combining clear product benefits with relevant information about scent, strength, skin type, ingredients, formulation, and brand values. The content hierarchy was structured to help users quickly understand what the product is, whether it is right for them, why they should trust it, and how to purchase it, turning the product page from a simple product presentation into a practical decision-making tool.
Personalised Product Discovery
One of the key UX opportunities identified through research was the importance of personal preferences when choosing body-care products. Instead of relying solely on traditional catalogue navigation, I explored a guided product-selection experience that asks users about their preferences and needs. The flow uses these inputs to narrow down the product range and present more relevant options. This approach reduces the cognitive effort involved in comparing products while making the shopping experience feel more personal and engaging. The goal was simple: help users answer “Which product is right for me?” rather than asking them to figure it out themselves.
Education & Trust
For a natural body-care brand, education plays an important role in the purchase decision. Users may have questions about unfamiliar ingredients, product effectiveness or the differences between formulations. The redesign therefore uses content as part of the UX rather than treating it as secondary marketing material. Information is introduced throughout the shopping journey to answer questions when they become relevant, helping users move from curiosity → understanding → confidence → purchase.
Outcome
The final experience positions Nala as more than a natural deodorant brand. The redesign creates a digital product that connects brand storytelling, education, product discovery and personalisation within one cohesive shopping experience. By designing around the customer's needs rather than simply presenting a product catalogue, the experience makes product selection more intuitive and helps customers make more confident purchasing decisions.
