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)
Design System Lead
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.
Developing the website
With the key goals and challenges firmly established, I focused on refining my initial ideas and prioritizing the essential functions. This approach helped me shape the core framework for Edible Beauty.
I initially focused on redesigning the existing pages by updating imagery, creating a design system, and conducted A/B testing of copywriting and design to align with the new brand refresh while preserving each page’s main elements and structure.
Home page: A/B testing
The home page is a user’s first point of contact with a brand and product. Making sure that the language and the storytelling on this page ensure whether or not customers are likely to continue to purchase a product.
Version A - product focused (left):
Hero copy: “Beauty that starts with purity.”
Visual Focus: Product and texture
CTA: “Shop Now”
Storyline: Ingredient purity
Product Hover: View Product
Nav Bar: Simple and clean
Version B - human centered (right):
Hero copy: “Finally, skincare that gets to know you.”
Visual Focus: Smiling face / human element
CTA: “Start your consultation”
Storyline: Personalized skincare journey
Product Hover: All benefit call-outs
Nav Bar: Highlight AI Skin Quiz
Impact
The new hover state revealed a +25% increase in add-to-cart actions and +12% lift in purchase rates.
Card hover states - A/B testing
Designed and tested two homepage product hover variations: one minimal (“View Product”) and one showing key product benefits.
A/B testing revealed the benefit-focused hover improved engagement and discovery.
Resulted in +25% increase in add-to-cart actions and +12% lift in purchase rates.
Product details page (above):
Enhanced the product detail page to highlight credibility and value through awards, before-and-after visuals, and subscription options for convenience and savings.
Implemented a fixed product image layout, allowing users to scroll through benefits, ingredients, and formulations seamlessly.
Drove deeper engagement and increased purchase confidence through a more informative and visually anchored shopping experience.
Key features:
Sticky product image for increased visibility
Clear emphasis on clean, skin-safe ingredients
Authentic customer reviews for social proof
Personalized skincare AI agent
For the AI Chat, I focused on creating an experience that felt conversational and human, while remaining unobtrusive to the shopping flow while closed. On desktop, we integrated it using a slide-in panel that occupies a small portion of the screen, making it easily accessible without disrupting product browsing.
Design of Ava
On mobile, the standard chat button approach felt disconnected from the web experience, so I reimagined it with a bottom pull tab design, creating a more seamless and intuitive interaction that aligned with the overall experience on web platforms.
Reflection
This project sharpened my ability to lead a design team, communicate decisions clearly, and balance user needs with client goals. With an already strong brand and loyal audience, the focus was on simplifying the experience while preserving what worked and thoughtfully evolving key elements. Beyond what’s shown in this case study, I also worked on many supporting details that reinforced how much precision and intention goes into a full website build.
I gained experience collaborating with a cross-functional team, including engineers, working within sprints and documenting designs for development. While the competitive audit was approached incrementally, I would prioritize a more comprehensive audit upfront in future projects to better validate differentiation.
anikashah021@gmail.com
© 2026 Anika Shah