UX/UI CASE STUDY · ECOMMERCE RITUAL
Mara UX/UI
De Soi — non-alcoholic apéritif brand with adaptogens and botanical ingredients.
MY ROLE
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.
Responsibilities
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
PROJECT BRIEF
Project Context
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.
The Challenge
Balancing Storytelling and Conversion
Luxury beverage brands rely heavily on emotional storytelling, yet Product Detail Pages must also provide clear information that helps users make purchasing decisions.
The new PDP modules needed to:
Support product discovery
Reinforce brand value
Highlight ingredients and benefits
Improve content readability
Maintain visual consistency
Encourage purchase without disrupting the premium experience
GOAL 01
Improve product storytelling through structured content sections.
GOAL 02
Present ingredient and benefit information in a clear, digestible format.
GOAL 03
Maintain consistency with the existing De Soi design system and visual language.
GOAL 04
Create scalable components that could be reused across multiple products.
Design Approach
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.
Special attention was given to:
Content hierarchy
Information architecture
Visual rhythm
Mobile responsiveness
Component scalability
Responsive Experience
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.
Outcome
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.
SUBSCRIPTION RETENTION FLOW
Overview
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.
The Challenge
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
FINAL THOUGHTS
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.
Like this project
Posted Jun 19, 2026
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.
