Problem
An uninspiring experience that failed to engage users
Hello Hair’s website struggled to retain visitors long enough to explore or make purchases, leading to low conversions and limited business growth. While navigation was functional, the experience lacked emotional connection and visual storytelling. The layout, product presentation, and brand expression didn’t reflect Hello Hair’s energy or values, making it hard for users to connect with the brand or trust its offerings.
Solution
A visually engaging and seamless e-commerce experience
I redesigned the website’s visual structure, product flow, and overall experience to feel inviting, modern, and emotionally resonant. By introducing a fresh visual identity, clear hierarchy, and consistent UI patterns, the new design draws users in and encourages exploration. The result is a more cohesive e-commerce experience that highlights Hello Hair’s products, builds brand trust, and turns curiosity into conversion.
Before diving into design, I focused on understanding why users weren’t staying or purchasing. Through competitive research and user feedback, it became clear that the problem wasn’t navigation, it was connection. The website lacked visual storytelling, emotional resonance and a clear sense of identity. These insights shaped the foundation for a redesign focused on engagement, trust and conversion.
Research & Insights
The redesign aimed to make Hello Hair feel as bold and confident as its mission. I restructured the layout, refined the product flow and modernized the interface to create a visually engaging and user-friendly experience. The new hierarchy guided visitors naturally toward exploration and purchase, while consistent UI patterns created familiarity and ease throughout the journey.
Website Redesign
Visual storytelling played a key role in communicating Hello Hair’s purpose which was rewriting the Black hair experience through representation and education. I introduced a warmer, more expressive color palette modern typography and inclusive imagery that reflected real people and authentic experiences. Every design choice was intentional, connecting the brand’s story to the user’s experience through both emotion and clarity.
Visual Identity & Communication
Throughout the process, I conducted user testing sessions and gathered real-time feedback to refine interactions and visual details. Each iteration made the experience smoother, more intuitive and aligned with what users actually needed. The redesign led to stronger engagement and after launch, all new products sold out within two months, proving the impact of thoughtful, research-driven design.
Testing & Iteration
This project reminded me how powerful visual communication can be in shaping perception and behavior. It challenged me to balance storytelling with functionality, designing not just for aesthetics, but for meaning. Collaborating closely with the founder, I learned how design can amplify a mission, driving both emotional connection and tangible results. It was a lesson in adaptability, creativity and the value of designing with empathy and purpose.
Working with you was easily one of the best decisions I've made! Thank you for your leadership and creative direction on this project -- You captured my vision, perfectly. Your commitment to learning, personal development and sharing your gift is truly inspiring and I know you'll do great things in whichever path you choose.
Anita Grant
CEO
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