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Eclipta

Shopify Redesign and Amazon Store

Overview

Eclipta is a start-up specializing in natural eyelash and hair enhancement products. Originally launched with a single herbal-infused eyelash serum, the brand has expanded into multiple product lines, including a new Eclipta Men collection. This project aims to align Eclipta's brand identity with a seamless, modern digital shopping experience on both Shopify and Amazon. 

Research

User Testing

Heuristic Evaluation

Cognitive Walkthrough

Amazon Store Setup

UI Design

Target Users

Women & Men seeking natural eyelash, skin, & facial hair products

Year

Spring 2025

Category

UX/UI Design

Problem Space

Despite a strong product and loyal customer base, Eclipta's digital presence lacks cohesion, brand alignment, and usability. Key challenges included:

  • A disjointed and cluttered Shopify experience 

  • Lack of presence on Amazon

  • Undefined customer journey across platforms 

  • Limited brand differentiation between product lines

  • No interactive tool to guide customers to the right products 

Current Eclipta Website

Key Challenges 

Clarifying Eclipta’s intended vs. perceived brand image

Differentiating and integrating diverse product lines

Streamlining navigation and product discovery on Shopify

Designing a successful Amazon storefront that reflects brand identity

Creating clear, actionable documentation for the client to implement independently

Research & Evaluation

Eclipta 12.png

Heuristics & Cognitive Walkthrough combined on Figjam of Eclipta's Shopify website

Heuristic Evaluation (Shopify Site) Findings:

  • Inconsistent branding (old logo still in use)

  • Weak visibility of system status (missing contact info)

  • Poor user control 

  • Minimalist design lacked impact and trust-building

  • Missing visual hierarchy, FAQs, and customer reviews â€‹

Cognitive Walkthrough:

  • Navigation was unintuitive, especially on the homepage​

  • Excess clicks required to reach core products

  • Users had trouble comparing and choosing between items

Iterative Design Process

Once the pain points were identified, we proceeded to sketch and create low, mid, and high fidelity mockups on Figma.
**Note these mockups are not interactive.

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