04: I Am Divine Haircare
Creating a more confident ecommerce experience
Redesigned I Am Divine Haircare’s online storefront to connect product discovery, education and shopping within one cohesive brand experience.
Visit website (opens in a new tab)Clearer product discovery
Helping customers understand which products fit their needs
Education closer to purchase
Bringing benefits, usage and supporting information into the shopping journey
One cohesive brand experience
Connecting storytelling, trust and ecommerce across the site
About the Client
A growing hair care brand with a story worth bringing online
I Am Divine Haircare is a hair care brand offering treatment oils and other products designed to support healthier hair and scalp care.
The opportunity was to create an ecommerce experience that felt as intentional as the brand itself, giving customers a clearer way to discover products, understand their benefits and feel confident purchasing online.
My Role
UX Strategy · Research · Information ArchitectureEcommerce Design · Web Design · Interaction Design · Prototyping
Timeline
8 weeks
Tools
Figma · Notion · Zoom · GA4
The challenge
Customers needed more guidance before they were ready to buy
The existing experience presented products, but the path from discovering the brand to understanding the right product and making a purchase was not always clear.
Customers needed more context around product benefits, usage and ingredients, while educational content and shopping often felt disconnected.
Product choice required more guidanceCustomers needed help understanding which product best matched their hair or scalp needs.
Education was critical to purchase confidenceBenefits, usage and supporting information played an important role in helping customers feel comfortable buying.
Shopping and brand storytelling felt disconnectedThe brand had a distinct identity, but that experience was not consistently carried through the ecommerce journey.
The Solution
Connecting product education directly to shopping
Research and competitive analysis helped identify where customers needed more guidance throughout the purchase journey.
I reorganized the experience around product discovery, education and trust, bringing key benefits, usage information and supporting content closer to the products themselves.
Reusable ecommerce patterns created a more consistent experience across the site, while responsive product pages gave customers clearer information without slowing down repeat shoppers who already knew what they wanted.
The result is a more cohesive storefront that helps customers move from “What do I need?” to “I’m ready to buy.”
Where I’d take it next
Expanding the experience.
The redesigned storefront creates a stronger foundation for ecommerce. The next opportunity is making product discovery more personalized for individual customers while creating a more efficient experience for retail partners.
Proposed design, not yet built
Personalized Product Matching
Guide customers to the right routine
Create a guided quiz that uses hair type, scalp concerns and customer goals to recommend the I Am Divine products best suited to each shopper.
Proposed design, not yet built
Wholesale Partner Portal
Make restocking simple and scalable
Create a dedicated wholesale experience where approved businesses can log in, view wholesale pricing, reorder products and manage previous orders in one place.
Let’s connect
Have a complex problem worth solving?
I’m always interested in thoughtful product and UX opportunities.