3 Notes : Transforming an Underperforming Website into a Premium Shopping Experience
3 Notes had a live website. It was losing them customers. I rebuilt the entire experience - visual identity, layout, hierarchy, and conversion from zero.
Role:
UI/UX Designer
Duration:
5 weeks
Year
2025
Scope
Full Redesign
01 / Problem Statement
A premium product trapped inside a broken interface
The original site built by another agency had no visual identity, no hierarchy, and no trust. It was inconsistent, slow, and gave customers no reason to stay, let alone buy.
What was wrong
No typographic hierarchy everything felt equal
Clashing, off-brand colour palette
No clear CTAs or user direction
Site hanging on load
Poor product imagery and framing
No social proof or brand story
Business impact
High bounce, low purchase intent
No perceived brand value
Zero emotional connection with the product
Customers couldn't differentiate fragrances
The site was actively eroding the brand
Lost revenue on every visit
02/ Before & After
Every screen rebuilt , not refreshed
Before
Random font sizes, no visual rhythm
Clashing colours, no brand identity
Buried CTAs, unclear actions
Small, incorrectly cropped imagery
No reviews, no trust signals
Page hanging on load
After
3-level type hierarchy, consistent across all screens
Refined neutral palette with warm accents
Bold, purposeful CTAs with clear copy
Full-bleed, product-led imagery
Reviews, ratings, brand story integrated
Lean, fast, performant layout
03 / Research & Discovery
Understanding what makes luxury fragrance convert
Competitor benchmarking
Studied premium fragrance brands to decode the design language of luxury editorial whitespace, controlled palettes, and hero-first product presentation that lets the product do the talking.
Heuristic Evaluation
Audited every screen of the original site against usability principles. Identified over 20 friction points across navigation, product pages, and checkout each mapped to a clear design decision.
Conversion psychology
Mapped the emotional journey of fragrance buyers trust, desire, discovery. Designed each section to move users through that arc intentionally, with social proof and storytelling placed at key decision moments.
04 / Solution
A product-first experience built for desire and trust
The redesign addressed every layer simultaneously visual identity, layout structure, content hierarchy, and conversion mechanics.
/01 Visual identity
Brand-led colour & type system
Established a refined neutral palette with warm accent tones. Set a clear typographic scale - display, subheading, body consistent across every screen.
/01 Visual identity
Brand-led colour & type system
Established a refined neutral palette with warm accent tones. Set a clear typographic scale - display, subheading, body consistent across every screen.
/02 Product focus
Imagery-first layout
Redesigned product pages around high-quality photography. Every layout decision was made to let the fragrance be the hero not the interface around it.
/02 Product focus
Imagery-first layout
Redesigned product pages around high-quality photography. Every layout decision was made to let the fragrance be the hero not the interface around it.
/03 Conversion
Strong CTAs & social proof
Added prominent, purposeful CTAs with clear copy. Integrated customer reviews, ratings, and brand story to build trust at each decision point.
/03 Conversion
Strong CTAs & social proof
Added prominent, purposeful CTAs with clear copy. Integrated customer reviews, ratings, and brand story to build trust at each decision point.
/04 Performance
Lean, fast, uncluttered UI
Removed visual noise, simplified components, and designed lightweight layouts that load fast and never interrupt the experience.
/04 Performance
Lean, fast, uncluttered UI
Removed visual noise, simplified components, and designed lightweight layouts that load fast and never interrupt the experience.
05 / Deliverables
What I designed
06 / Impact
Designed for results
Key learning: premium UI is most effective when it removes doubt. The strongest parts of this redesign pair visual polish with plain, usable cues that help shoppers understand what to do next.
20+
design projects completed.
20+
design projects completed.
100%
Screens rebuilt from zero
100%
Screens rebuilt from zero
96%
Client Satisfaction Rate
96%
Client Satisfaction Rate
↑
Perceived brand premium
↑
Perceived brand premium
