Vim is a modern beauty e-commerce platform designed to bridge the gap between high-end editorial aesthetics and high-performance retail. I focused on creating a "frictionless" shopping experience that mirrors the premium nature of the products.

The Challenge The beauty industry is visually saturated. The challenge was to create a design that feels "breathable" and clean while still driving the user toward a purchase without being aggressive or cluttered.

Editorial-Style Layouts: Instead of a traditional grid, I used large, high-fidelity imagery paired with soft pastel backgrounds. This builds immediate brand trust and positions the products as premium assets.

Micro-Interactions & UX: I optimized the mobile-first journey by simplifying the "Product Discovery" phase. This included a persistent "Quick Add" feature and a streamlined "Fast & Free" checkout flow to reduce cart abandonment.

Typography & Hierarchy: Using a mix of sophisticated serifs for headings and clean sans-serifs for body text, I ensured maximum readability and a high-fashion feel across all device sizes.

Conversion-Focused Sections: Strategically placed "Why Choose Us" sections were integrated into the scroll flow to address customer objections (cruelty-free, shipping info) at the exact moment of consideration.

Developed a scalable design system for future product launches.

Achieved a seamless, responsive layout that maintains its "soft" aesthetic from desktop to mobile.

Created a visual narrative that emphasizes brand storytelling alongside commercial functionality.

Figma (Prototyping & UI Design)

Adobe Photoshop (Image Retouching)