Designing a brand-forward digital shopping experience
Edge Control is a bold and culturally expressive hair cosmetics brand focused on modern styling products. The objective of this project was to design a clean, engaging, and conversion-focused e-commerce platform that reflects the brand’s identity while ensuring a seamless shopping journey.
The main challenge was balancing strong visual storytelling with usability. Beauty brands rely heavily on aesthetics and community influence, but the platform also needed intuitive navigation, clear product discovery, and frictionless checkout to drive sales.
Blending culture, commerce, and usability
I designed the interface around strong visual hierarchy and immersive product presentation. Large imagery, confident typography, and intentional spacing helped communicate brand personality while keeping the layout clean and modern.
The product browsing and filtering system was simplified to reduce decision fatigue. Clear CTAs, structured product details, and trust-building elements such as reviews and ingredient highlights supported informed purchasing decisions.
The final platform delivers a cohesive brand experience that feels expressive yet effortless. By merging cultural identity with user-centered design principles, the website enhances both engagement and conversion.
