UX Cases

Luxury Hotel Company

Created a fresh visual design for a hotel booking site with a modern, clean look.

Improved user experience flows within the booking funnel and check-out, catering to different established personas. Simplified navigation with intuitive, easy-to-use functionalities.

Key insight: users explore on mobile and check out on desktop, so I designed mobile-first to enhance exploration while optimizing the desktop check-out experience.

Rituals Cosmetics

Desktop prototype based on mobile prototype that was made and tested in a 1-week design sprint. 
App prototype based on a detailed user experience flow. Used for meetings with stakeholders and early user testing.
App prototype for fast in-store checkout. Used in meetings with stakeholders and for early testing. Initial ideas came from in-store observations. UX concept created during a design sprint with various stakeholders (UX, App development, Retail & Business Tech).
App prototype for the Rituals advent calendar that integrates it with the Rituals app. Developed to test initial user experience ideas for stakeholders.

I was brought on as the visual and UX designer for the e-commerce site relaunch. The main idea was to bring the Rituals’ philosophy and their shop experience to the website and app. It was all about striking the right balance between that experience, functionality and conversion.

After go-live, I focused on improving functionalities based on user data. This led to more time on site, lower bounce rates and a higher average order value.

For the new Rituals app, I led the visual and UX redesign. Post-launch, I refined features using ongoing user feedback. This boosted time in-app, increased average order value, raised the app’s rating in the stores, and grew the number of installs.

For both the website and app, I developed high-fidelity prototypes for user testing and to get buy-in from stakeholders.

Key projects included:

  • Redesign Rituals.com e-commerce website

  • Redesign Rituals app

  • Website navigation improvements (design sprint)

  • App special features:

    • Meaningful Moments

    • The Advent Calendar

    • In-store quick check-out via the app

Overall, the work made for a smoother user experience and better engagement on both platforms.