Edible Beauty sought a new website that aligned with their brand refresh and emphasized a clean and fresh identity, just like their skincare products.
Context
Edible Beauty collaborated with Brandloop.ai on a comprehensive brand update, resulting in a clean, modern look that showcases their values and provides personalized skincare support.
My team
3 UI/UX Designers
1 Brand Designer
2 Engineers
1 Copywriter
My role
Lead UI/UX Designer
Conversational UI Designer
(AI Chat Experience)
Timeline
7 weeks
Link
The challenge
Retain Edible Beauty’s loyal customers while attracting new ones by aligning the website with their refreshed brand identity, all without changing their current packaging.
Visual audit
A visual audit revealed key opportunities to evolve Edible Beauty’s brand. By analyzing the original brand shown below, I ensured that the updated navigation and flow felt familiar, creating a smooth transition for existing customers.
The solution
The solution involved redesigning the existing pages by updating imagery and copywriting to align with the new brand refresh while preserving each page’s main elements and structure.
Home page
The before and after screens below showcase the brand refresh, featuring a personalized skincare AI chat agent while mostly retaining the main page elements and modernizing the look to ensure a smooth experience for existing customers.
User testing for sales
Edible Beauty came to us with user testing of their website and gave us some key elements they wanted us to include on the main product pages:
• The product’s main selling points should be included in the image carousel.
• Reviews and ratings should be highlighted with products.
• The price should be displayed with being able to pay in partial payments.
• It should highlight what skin type it is suitable for.
• When a user adds a product to their cart they should be shown what other products it works well with.
Design solution
The product cards are key to driving sales, so on hover we added an overlay that displays call-outs as requested. Including these in the image carousel would have been overwhelming, so this approach balances clarity and focus.
Personalized skincare AI agent
Since Edible Beauty partnered with Brandloop.ai, an agency centered on AI integration, I designed their personalized skincare agent, Ava, to feel helpful and seamless within the site experience.
Design of Ava
For desktop, I designed a minimal side tab that stays present without distracting the user. On mobile, the AI agent appears as a pull-up tab so that she is always accessible, yet unobtrusive.
Reflection
This project required thoughtful updates to many small components, and working with a team that had very specific requirements helped me grow as a communicator and designer. I learned how to clearly explain my design decisions, advocate for user-friendly solutions, and find a middle ground that met both user needs and client expectations.
It also challenged me to work within an existing structure, refreshing what was already there in a way that felt new and elevated, but still familiar to returning users. Being involved from start to finish allowed me to refine my process and gain a deeper appreciation for collaboration and iteration. It was a rewarding experience that pushed my creative thinking and taught me how to blend innovation with intention.