Brand identity (logo · palette · typography) · IA · UX & customer journey · SEO content · Visual design · E-commerce build · GA4
Redesigned the ordering process from manual messaging to a self-service purchasing pathway, enabling customers to complete transactions independently
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.
Created the brand identity — logo, colour palette and typography — from scratch
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
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
Customer-Centric, Needs-Based Navigation with Custom Icons
Customer-Centric & SEO-structured product page
SEO-Driven & Customer-Centric Legacy Storytelling
Mood-board, Palette, Typography & Logo - built in Canva
DETAILS:
Service Design Work
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
Why
Real-world project
When
February 2025
Role
Brand & Visual Designer, Service Designer, UX Designer, Implementation Lead
Category
E-commerce Website
Visuals
Brand, logo and website screenshots by Reeya · supporting stock photography from Pexels & Unsplash
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.
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.
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."
The design focused on reducing customer effort and supporting independent decision-making.
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.
Before the store could exist, the brand had to
Drawing inspiration from the product range, olive trees, and its Lebanese heritage, Reeya crafted Organic-Me's complete visual identity using Canva — spanning the moodboard, colour palette, typography, and logo design.
Mood-board — rich with natural textures, Mediterranean heritage, and eco-luxury references to establish the brand's tone.
Colour Palette — a curated sage-and-olive scheme (#758063, #424E3E) paired with warm neutrals to evoke a natural, premium, and calming aesthetic.
Typography — features "Grown" for elegant headlines and Montserrat for clean, highly readable body copy.
Logo Design — a bespoke wordmark and leaf icon, configured into both a primary lockup and a circular badge.
Mood-board, Palette, Typography & Branding Inspiration
Logo Design & Typography
The final result is a cohesive, sophisticated identity applied consistently across every touchpoint of the online store. Live Service Channel (Evidence) → Organic-Me website
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 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.
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 one 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 — a brand, a structure and content that customers could understand and trust. Once that path existed, they 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!
