Lejlac – responsive Webshop
Problem: Iterate the existing design to target the audience, which is fairly unknown, as the soap sculpture is a brand new object, that never existed online before.
Goal: Create a webshop to purchase the soap and explain it entirely to the customer.
Webshop – UX/UI Case Study
Role: UX/UI Designer
Duration: 7 years
Team: 1 designer
Tools: Shopify, Canva, Adobe
Background
As an artist I build an object that is feminist and sustainable at the same time. With respect and care I have introduced the v. soap to my also open minded audience. This has to be shown on my website in all its facettes. The v. soap is there to empower and de-stigmatise it to give a voice and strength to women.
What I Accomplished
I developed the object, first by taking real imprints of the v. and then I designed soap recipes with biggest care for our environment and our skin.
This entire feminist object had to be shown online and made accessible to a broader audience than only people living in Berlin. So I created a webshop with shopify. This design was 2 times changed and taken offline by end of 2025.
My work has been shown in several newspapers, the soaps have been mentioned in the New York Times. Sold in different Museums in Europe and also in fine dining restaurants and boutique shops.
01 First result
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01 First result ·
First Shopify Website launched 2021
What worked well
Strong visual identity
The photography creates a distinctive and memorable brand presence. The product is visually striking and immediately stands out.Clear emotional tone
The design communicates intimacy, care, and individuality, aligning well with the conceptual nature of the product.High-quality imagery
The images successfully convey texture, material, and variation, helping users understand the physical product.
What did not work
Lack of clarity and orientation
The product, its purpose, and its benefits are not immediately clear. Users are required to interpret rather than being guided.Weak information hierarchy
Important information appears too late, while less critical content is prioritized. This makes the experience harder to navigate.Unclear user journey
The page lacks a structured flow from introduction to understanding to action. Calls-to-action appear without sufficient context.Inconsistent design system
Typography, alignment, and color usage vary across sections, reducing coherence and perceived quality.Missing trust and decision support
There are no strong signals to help users feel confident (e.g. product benefits, differentiation, or social proof).
Key takeaway
The design establishes a distinctive and emotionally engaging visual identity, but it prioritizes artistic expression over usability. As a result, users are not clearly guided to understand what the product is, why it is valuable, or how to act. Key information appears too late, navigation and calls-to-action lack hierarchy, and the absence of trust signals makes decision-making difficult. Overall, while the brand impression is strong, the experience falls short as an effective e-commerce journey due to limited clarity, structure, and user guidance.
02 Design Iteration
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02 Design Iteration ·
Design sprint
In the next iteration, I translated insights from the initial critique into wireframes, personas, and thematic clustering. This helped define a clearer information hierarchy and user flow, moving from exploration to understanding and action. The concept balances emotional storytelling with functional clarity to better support user decision-making.
Design iteration 2024
What improved
Clearer user journey
The structure now guides users from introduction to exploration and action.Stronger calls-to-action
CTAs are more consistent and easier to understand.Better product visibility
Products, pricing, and purchase options are now clearly presented.Improved trust signals
Elements like “Seen in” and FAQ support user confidence.
What still needs improvement
Messaging clarity
Some sections remain abstract and require interpretation rather than providing clear information.Content hierarchy
Multiple sections compete for attention without clear prioritization.Consistency in visual system
Typography, iconography, and styles are improved but not fully aligned.Decision support
Users are still not strongly guided toward choosing between products or actions.
Key takeaway
This iteration significantly improves structure, navigation, and product clarity, transforming the experience from exploratory to more guided. However, the balance between artistic storytelling and functional usability is not fully resolved, leaving some messaging abstract and decision-making support limited.
03 Latest design
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03 Latest design ·
Lejlac Version 3
What improved
Clearer user journey
The structure now guides users from introduction to exploration and action.Stronger calls-to-action
CTAs are more consistent and easier to understand.Better product visibility
Products, pricing, and purchase options are now clearly presented.Improved trust signals
Elements like “Seen in” and FAQ support user confidence.
What still needs improvement
Messaging clarity
Some sections remain abstract and require interpretation rather than providing clear information.Content hierarchy
Multiple sections compete for attention without clear prioritization.Consistency in visual system
Typography, iconography, and styles are improved but not fully aligned.Decision support
Users are still not strongly guided toward choosing between products or actions.
Key takeaway
This iteration significantly improves structure, navigation, and product clarity, transforming the experience from exploratory to more guided. However, the balance between artistic storytelling and functional usability is not fully resolved, leaving some messaging abstract and decision-making support limited.
04 Learnings
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04 Learnings ·
Reflection
Over eight years of building this project, I developed an entrepreneurial approach to design: Learning how to take ideas from concept to something real, usable, and tested in the world.
I’m a hands-on designer. I learned that thinking isn’t enough; progress comes from making, shipping, and improving based on what actually happens after release.
Working closely with people shaped how I collaborate. Leading helpers with respect, clarity, and empathy was one of my main strengths.
Weekly customer feedback on my soap became my most valuable learning loop. It pushed me to constantly question assumptions and refine based on real user needs. Over time, I built a strong understanding of my audience—not from theory, but from repeated interaction.
The biggest lesson: good ideas need time. Growth is gradual, and meaningful work comes from staying with a problem long enough for it to evolve.
I would like to design a new webpage now, after completing the UX course, so stay tuned, it might be released in the next couple of days.
Thanks for taking time to get to know me!