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Project Overview
| Role | Timeline | Services | Industry |
|---|---|---|---|
| Product Designer | 5 weeks | UI/UX Design, Web Development | Beauty & Wellness |
Z Secrets is a UK-based haircare brand known for premium products infused with Moroccan oils, particularly argan oil. Despite operating internationally, the brand struggled to translate its Moroccan heritage into a compelling digital presence. After a disappointing experience with a UK marketing agency that failed to capture the brand’s identity, Z Secrets brought me in to rebuild from scratch. The goal: a culturally resonant, modern e-commerce website that felt luxurious, authentic, and easy to navigate.
Process
Discovery: Defining the Brand’s Cultural Core
The first step was understanding Z Secrets’ true essence: a fusion of luxury, natural beauty, and Moroccan tradition. I held strategy sessions with the founder to uncover the emotional and visual cues that needed to show up in the final experience.
Strategy & Direction: Aligning Brand with UX
We pinpointed key gaps from the previous site, poor design hierarchy, no Moroccan influence, and low engagement. I proposed a new user experience anchored in warmth, trust, and elegance, crafted to guide users from product discovery to checkout with minimal friction.
Design & Development: A Ground-Up Rebuild
I redesigned the entire UI/UX system using earthy tones, refined typography, and photography that emphasized natural ingredients and artisanal care. Each section was purposefully designed for conversion, with clear CTAs and fast-loading visuals. Development was done with scalability in mind, ensuring the platform could grow with the brand.
Collaboration: Embedded Client Feedback Loop
Instead of a “deliver-and-hope” method, I worked in sprints with weekly feedback calls. This agile structure kept the client involved, minimized revision cycles, and ensured we were always building in the right direction.
Outcome
The new Z Secrets website was a massive upgrade from the previous version. It reflected the brand’s cultural roots, delivered a luxurious customer experience, and functioned as a high-performance e-commerce platform. Client and customer feedback was overwhelmingly positive, with users praising the design’s beauty and ease of use. The website now plays a central role in marketing efforts, product launches, and international expansion.
Key Takeaway
This project reinforced how critical it is to honor the cultural and emotional DNA of a brand, especially when designing for a global audience. What made this special was the trust built through collaboration and how aligned we were at every step. I’m proud not just of the aesthetic, but of how this redesign became a strategic growth tool for the client.
