Lagom

I created a self-initiated e-commerce redesign concept for a skincare brand, covering the homepage, product pages, responsive layouts and checkout.

Context: Self-initiated concept
Year: 2026
Role: Web design, art direction and responsive layouts
Focus: Web design, product imagery and commerce flow

Challenge

The concept needed to present skincare products clearly without relying on dense promotional layouts.

The idea

I used editorial spacing, restrained typography and soft product photography while keeping prices and purchase actions easy to find.

Built

Art direction and moodboard, homepage, product grid, product detail, cart and checkout — responsive across desktop and mobile.

01 / The idea

A restrained shop with a clear purchase path.

Audience
Shoppers who compare ingredients and product information before buying.

Position
Editorial layouts with direct product hierarchy and visible commerce controls.

Status
Self-initiated concept — no client brief or live commerce data.

02 / Art direction

Let the product and the space do the persuading.

I set the tone before the interface: soft product photography, pale surfaces and generous whitespace, so the range is always the loudest thing on the page. Type stays quiet and consistent, which lets a single product shot carry a whole section without extra decoration.

03 / The tension I designed around

Calm that still converts.

The risk with a minimal shop is that "calm" slides into "unclear" — the buy button dissolves into the mood. So price, add-to-cart and the checkout path stay deliberately firm and obvious while everything around them softens. Restraint is a decision about where to spend attention, not an excuse to hide the sale.

04 / The flow

One tone, all the way to checkout.

The same restraint carries end-to-end: homepage, product grid, product detail, cart and checkout. Self-initiated concept, presented as art direction and UI — no performance claims.

Selected output

From art direction to a complete shopping path.

The sequence moves from visual tone to responsive browsing, product detail and checkout without repeating near-identical screens.

I used soft light, pale surfaces and restrained typography to set the visual tone before designing the shop.

Lagom online store homepage with product imagery and editorial text — The homepage keeps the product and collection imagery dominant while maintaining a clear browsing path.

Lagom responsive layouts across desktop and mobile — I adapted the same hierarchy across desktop and mobile instead of creating a separate mobile art direction.

Lagom product detail and recommendation screens — Product information, price and recommendations stay easy to find inside the quieter visual system.

Lagom cart and checkout flow screens — The checkout flow keeps actions firm and visible, where minimal styling must not reduce clarity.

Interested in this kind of web and art direction work?

Contact Yrysbek