SUMMARY : Organic-Me E-commerce Platform (Service Design)

Service Design · E-commerce UX · Digital Service Delivery

My Role

Service Designer — Digital Service Delivery

Redesigned the ordering process from manual messaging to a self-service purchasing pathway, enabling customers to complete transactions independently

Project Focus

Converted manual message-based ordering into a structured self-service online purchasing process.

The Problem

The business relied on direct messages for orders.
Customers could not easily understand products, compare options, or trust information.
They contacted the seller for basic questions, creating delays, repeated enquiries and limiting the business’s ability to scale

Service issue identified: users required staff assistance to complete a basic transaction.

What I Changed

Analysed customer enquiries to identify common confusion points
Reorganised navigation around user needs (skin concerns rather than product categories)
Wrote clear product explanations and ingredient guidance in plain language
Added trust and credibility indicators
Designed a step-by-step browsing and checkout process
Configured and implemented the website and purchasing workflow

Result

Users can now independently browse, understand and select suitable products without contacting the seller

The website now functions as a self-service sales channel, reducing repetitive enquiries and supporting scalable online purchasing

The business no longer needed to manually respond to routine ordering questions, allowing enquiries to focus on complex customer needs.

Live Service Channel (Evidence) → Organic-Me website

DETAILS:

Service Design Work

Improving Online Purchasing Journey for a Small Business

The business had something worth selling. A carefully developed range of organic skincare products, a growing social media following, and customers who were genuinely interested.

But every sale began the same way — with a message.

Customers who discovered the products online had no way to evaluate options, compare ingredients, or complete a purchase without contacting the seller directly. Questions arrived before every order. The seller answered them manually, one by one.

The product was not the problem. The pathway to it was.

Reeya was brought in to redesign that pathway — to build a service that could do what the seller had been doing manually, at scale, without requiring either party to be present at the same time

Disclaimer: This case study presents a summary of the project's results. Certain strategic elements have been generalised to ensure the client's competitive advantage is maintained.

Where

Melbourne, Australia

What

Organic-me.com.au

Why

Real-world project

When

February 2025

Role

Service Designer, UX Designer, Implementation Lead

The Challenge

User Problem

The purchasing journey depended on direct messaging with the seller. Customers could not evaluate products or complete orders independently, creating delays for customers and repeated enquiries for the business.

This indicated a service friction rather than simply a marketing issue.

Discovery

Through competitor review, customer enquiry patterns and content analysis, Reeya identified three barriers: lack of trust indicators, unclear product information, and a complicated purchasing process. Customers needed reassurance, guidance and a clear purchasing pathway before committing to purchase.

The Investigation & Insights

To bring their vision to life, Reeya acted as Service Designer, UX Designer and Implementation Lead. She was responsible for research (reviewed competitor websites, identified missing trust signals, analysed purchasing barriers, defined customer information needs, observed how customers typically buy skincare products), journey mapping, content structure, interface design and launch.

"Customers required clear explanations, confidence in the brand, and a straightforward path to purchase."

Service Design Approach

The design focused on reducing customer effort and supporting independent decision-making.

User Journey

Design Decision

Reeya structured the site navigation around how customers think about skincare concerns rather than product categories. Clear product descriptions, ingredient explanations and trust indicators were added to reduce hesitation and support independent decision-making.

Implementation

Reeya designed and launched a full e-commerce platform, including: website architecture and structured navigation, user interface and page layouts, implemented payment workflow and order confirmation, integrated inventory system, structured product content. The platform created a repeatable and predictable ordering process.

The Outcomes

The project was completed within one month.

Customers who previously messaged the seller before every purchase could now browse, compare and buy independently. The seller, who had been answering the same questions repeatedly, stopped receiving them.

The product had not changed. The purchasing experience had.

The client now has a fully functional e-commerce platform. Customers can browse, compare and purchase independently. The business no longer handles routine ordering questions manually.

Organic-Me

Impact

Reduced manual enquiries I Clearer product understanding I Improved mobile usability I Consistent ordering workflow

The service moved from manual communication to an accessible digital experience.

What this project made visible was something Reeya had observed in other service environments — the gap between a service that exists and a service that people can actually use.

The organic skincare business had the product, the audience and the intent. What was missing was a clear, trustworthy path between them. Once that path existed, customers moved through it without assistance.

The enquiries that had filled the seller's inbox gradually stopped arriving. Not because interest had declined — because the questions had already been answered.

If you’re ready to take your e-commerce business to the next level, Reeya can help other e-commerce businesses achieve similar success – creating platforms that are visually stunning and built for growth

Let’s bring your vision to life!

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