Luseta Beauty
Building product confidence through smarter design.
Luseta Beauty needed a shopping experience that educated customers and reduced purchase hesitation while maintaining their clean, natural brand aesthetic.
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Conversion Rate Increase
+68%
Bounce Rate Reduction
-27%
Average Order Value
+42%
Beautiful products, but shoppers needed more confidence to convert.
Luseta Beauty's natural hair care products appealed to a health-conscious audience, but the old site didn't give shoppers enough information to feel confident about their purchase. Product pages were sparse, navigation made it hard to find the right product for specific hair types, and the checkout process had unnecessary friction. Shoppers needed to understand: What makes this product different? Will it work for my hair type? What results can I expect? The site wasn't answering these questions clearly enough. The goal: Build trust through education while maintaining the brand's clean, natural aesthetic. Make it easier to find the right product and faster to complete a purchase.
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From identifying conversion barriers to launching the solution.
I owned the experience strategy and visual design that would reduce purchase hesitation while maintaining Luseta's premium, natural brand feel. My focus was on the moments where shoppers make decisions: product discovery, product evaluation, and checkout. We started with analytics and user research to understand where and why shoppers were dropping off. I then mapped the customer journey, identified friction points, and designed solutions that made product information clearer and the path to purchase smoother. I worked closely with the development team to ensure the design system was flexible enough to support Luseta's growing product catalog while keeping the experience consistent and clean.
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Built a clean, product-focused system that lets the photography shine.
Luseta's brand is about purity and natural beauty, the design needed to reflect that. I created a design system with a white canvas, pastel accents, and generous spacing that keeps focus on the products themselves. The font provides a modern, approachable feel, while the pastel color-blocking helps organize information without overwhelming the clean aesthetic. The result is a system that scales across hundreds of products while maintaining visual consistency.
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