Youty

01 Context

Overview

Youty is a beauty-focused e-commerce platform offering a curated selection of products for skincare, makeup, and personal care. The project involved elevating the user experience and visual design to better support discovery, product engagement, and conversion.

Role

I was responsible for the UX and visual design of the Youty website, leading structure, information hierarchy, interaction design, and visual direction. The focus was on enhancing usability, product discoverability, and conversion across web and mobile experiences.

Youty website shown on desktop and mobile

02 The challenge

Balancing exploration and conversion in a curated e-commerce experience

The key challenge was creating a discovery-driven product experience that balances inspiration with efficient conversion. Youty’s audience spans beauty enthusiasts looking for inspiration as well as users with clear purchase intent, so the experience needed to support both browsing and direct transactional behavior.

Another challenge was structuring a wide range of products and categories without overwhelming users or diluting a premium feel.

Exploration and browsing example — Supporting inspiration-driven browsing through curated collections and visual storytelling.

Conversion flow example — Structuring large product assortments to balance exploration with clear paths to purchase.

Navigation and category structure example — Exploring filtering and category structures to reduce cognitive load in product discovery.

Mobile browsing example — Designing scalable navigation patterns for a growing beauty catalog.

03 Approach

Designing with clarity, conversion, and brand experience in mind

The approach centered on balancing visual appeal with clarity and flow. Product categories and collections were structured to support intuitive browsing, while interactions and transitions were refined to keep users engaged. Visual hierarchy, typography, and spacing were used to emphasize key actions like add-to-cart and filtering.

Close coordination with content strategy and business goals ensured that design decisions supported both engagement and conversion outcomes.

Product page hierarchy example — Establishing a clear visual hierarchy to guide users through key shopping actions.

Shopping flow example — Translating desktop patterns into intuitive mobile interactions.

Mobile product experience example — Product page layouts designed to highlight key information and support confident decisions.

Checkout and form clarity example — Streamlined account and checkout flows focused on clarity and ease of use.

04 Outcomes & learnings

What changed and what it reinforced

The redesign resulted in a more cohesive and user-centered beauty shopping experience, with improved navigation and clearer paths to purchase. Clarity in product hierarchy and streamlined interactions contributed to an experience that supports both discovery and conversion.

Designing within an e-commerce context reinforced the importance of harmonizing visual storytelling with practical conversion goals, especially when balancing browsing freedom with purchase focus.

Related work

More to explore

A selection of related projects focused on clarity, structure, and purposeful design across different industries.

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