De Soi — non-alcoholic apéritif brand with adaptogens and botanical ingredients.

As a Product Designer, I was responsible for designing and expanding key e-commerce experiences within the existing De Soi design system. My work focused on creating new PDP sections and designing the Subscription Popup Flow while ensuring full consistency with the established visual language, UX patterns, and brand guidelines.

Designed new Product Detail Page (PDP) sections.

Designed the Subscription Popup Flow.

Applied and extended the existing design system.

Maintained consistency across typography, spacing, and component behavior.

Optimized user experience for subscription conversion.

Created responsive layouts for desktop and mobile.

Collaborated within established brand and product guidelines

De Soi already had a well-established visual identity, design language, and e-commerce ecosystem.

Rather than redesigning the experience from scratch, my role was to seamlessly integrate new content modules into the existing Product Detail Page while preserving the premium feel of the brand.

The challenge was ensuring that every new section felt native to the experience and supported both storytelling and purchase intent.

Luxury beverage brands rely heavily on emotional storytelling, yet Product Detail Pages must also provide clear information that helps users make purchasing decisions.

Support product discovery

Reinforce brand value

Highlight ingredients and benefits

Improve content readability

Maintain visual consistency

Encourage purchase without disrupting the premium experience​​​​​​​

Goal 1 Improve product storytelling through structured content sections.

Goal 2 Present ingredient and benefit information in a clear, digestible format.

Goal 3 Maintain consistency with the existing De Soi design system and visual language.

Goal 4 Create scalable components that could be reused across multiple products.

The design process focused on understanding the existing system before introducing new elements. Every section was built using established typography, spacing, color, and component patterns to ensure visual continuity throughout the shopping journey.

Content hierarchy

Information architecture

Visual rhythm

Mobile responsiveness

Component scalability

Designed content blocks that communicate the product’s personality, ingredients, and experience without overwhelming the user. The layout emphasizes readability while maintaining the editorial and premium aesthetic of the De Soi brand.

Created structured modules that help users quickly understand:

Key botanical ingredients

Functional benefits

Flavor profile

Product characteristics

Information is presented through clear visual hierarchy and digestible content groupings.

All new modules were developed within the constraints of the existing design system.

This ensured:

Consistent spacing

Unified typography

Reusable components

Scalable implementation across future PDPs

Each section was adapted for both desktop and mobile experiences.

The layouts were designed to preserve content hierarchy and readability while maintaining the premium visual tone across screen sizes.

The final PDP additions seamlessly integrated into the existing De Soi ecosystem while supporting richer product storytelling and a more informative shopping experience.

The result is a scalable set of design system-driven modules that strengthen the connection between brand narrative and product conversion. 

To reduce subscription cancellations and improve customer retention, I designed a multi-step cancellation flow that offers users alternative actions before fully ending their subscription.

The experience was built within the existing De Soi design system and focused on balancing user autonomy with retention opportunities.

Subscription cancellations directly impact recurring revenue. The goal was to create a cancellation experience that:

Respects the user’s decision

Reduces unnecessary churn

Offers flexible alternatives

Maintains a premium brand experience

Keeps the flow simple and intuitive

Instead of immediately cancelling a subscription, the flow introduces alternative actions that may better fit the customer’s needs.

Pause Subscription

Change Delivery Frequency

Change Products

Change Flavor

Change Format

Provide Cancellation Feedback

The experience needed to feel helpful rather than persuasive. Users can continue with cancellation at any stage.

Alternative actions are presented as solutions, not obstacles.

Every modal follows the existing typography, spacing, color palette, and interaction patterns established across the De Soi ecosystem.

The flow transforms a cancellation action into a retention opportunity by offering customers flexible alternatives before they leave.

This approach helps:

Reduce subscription churn

Increase customer lifetime value

Improve user satisfaction

Gather valuable customer feedback

De Soi is one of those projects that reminds me why I love design.

Being able to contribute to a brand with such a strong identity, thoughtful storytelling, and attention to detail was both inspiring and rewarding. Although my contribution focused on specific customer journeys and product experiences, I’m proud to have played a small role in a project that reflects such a high level of craft.

This experience strengthened my appreciation for designing within established systems, solving real business challenges, and creating experiences that feel effortless for users.

Looking back, I’m genuinely grateful for the opportunity to contribute to a brand as beautiful and intentional as De Soi.

https://drinkdesoi.com