Tropic Skincare: UI/UX

Lead Digital Designer: Sezvo-ndinemwi M'pfunya

Photographer: Misha Omelchuk, Hanna Hillier

Creative Director: Barney Pickard

Desktop PDP Redesign

Conducted in-depth competitor analysis focused on desktop UI trends, aligning findings with the Creative Director to ensure our onsite visual identity reflected the brand’s strategic vision.
Collaborated closely with the E-commerce team to uncover how customers engage with visual content during their shopping journey, informing user-centric design choices.
Redesigned the desktop Product Display Page (PDP) in Figma, delivering developer-ready prototypes. The proposed design elevates imagery as the hero, immersing users in photography to enhance the product storytelling experience.

Redesigned product card hierarchy to enhance clarity and accessibility, implemented title case for improved readability and distilled long descriptions into succinct USPs, while refining badge styling (e.g., “Bestseller”, “Most Loved”) for quicker visual scanning.
Positioned the brand for luxury elevation by collaborating with the Creative Director to propose a new premium packshot style, improving both aesthetic appeal and visual accessibility.
Partnered with Paid Media, CRM, and Ecomm teams to analyse SEO impact and identify how a visual brand refresh could drive conversion across all digital touchpoints.
Led end-to-end packshot rebrand for 200+ products
Directed the photography transformation, including art direction, retouching reviews, and implementation, ensuring consistency and alignment with the elevated luxury brand identity at site launch.

CHALLENGE: Accessibility & Elevating Brand Perception

CHALLENGE: Develop a visually engaging, user-friendly “Build Your Own” page

Conducted in-depth competitor research, compiling data and design inspiration to kickstart the project.
Collaborated closely with the E-commerce Team, developers, and third-party designers, providing detailed feedback and mock-ups on typography, component styling, and interactive elements.
Led the creative shoot, managing shot lists, art direction, and image grading to ensure product visuals were optimised for both mobile and desktop.
Prepared and delivered graded imagery for user testing, contributing to a smooth, successful launch across the site.

CHALLENGE: Increasing conversion across Makeup PDPs

Identified key UX pain points, lack of model imagery per shade and shade filters hidden below the mobile fold, resulting in low engagement and drop-off.
Used data to inform design decisions, conducting analysis of click zones and session replays to uncover where users experienced friction or lost interest during the shopping journey.
Proposed a new information hierarchy, recommending elevating critical content (shade filters, product visuals) above the fold to improve accessibility and drive faster user decision-making.
Led a comprehensive visual content update by auditing 40+ makeup SKUs and sourced lifestyle and model imagery, ensuring every shade was represented with model shots and compelling USP visuals.
Produced high-fidelity mockups and led end-to-end implementation, collaborating closely with developers to oversee and ensure accurate execution of the design vision through to final build.

Before (left) After (right)

Before (left) After (right)

Collaborated with the E-commerce team to understand how customers interact with the search bar, identifying key content that influence discovery and conversion.
Conducted in-depth competitor research across multiple industries to analyse best practices in search UI, focusing on how to structure content sections clearly and design visually impactful layouts.
Delivered development-ready Figma mockups, providing a streamlined and intuitive search experience that enhances product search and supports conversion goals.

CHALLENGE: Optimising Search Experience to Drive Conversion

CHALLENGE: Optimising Design and User Journey

Partnered with the Creative Director, CCO, and Marketing to define a refreshed visual direction for the homepage and PDPs, ensuring brand alignment across all touchpoints.
Led UI/UX trend research and design proposal, using zoning map insights to identify high-value content blocks and optimize their placement within the customer journey.
Provided on-site art direction during rebrand photoshoot, ensuring imagery captured met the needs of digital design and translated effectively across web formats.
Presented detailed design mockups to stakeholders and managed asset development end-to-end—overseeing the creative pipeline from concept to final launch.

Tropic Skincare Navigation Bar Redesign (Desktop) 2024 / Sezvo-ndinemwi M'pfunya

Ambassador Landing Page (Desktop) 2025 / Sezvo-ndinemwi M'pfunya

Tropic Skincare Festive Landing Page (Desktop) 2024 / Sezvo-ndinemwi M'pfunya