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ABOUT YUGEN
E-COMMERCE

    PROJECT OVERVIEW

  • How can visual design create an e-commerce interface that feels clear, simple and comfortable to use? Yugen is a value driven e-commerce platform for conscious shoppers. It offers curated and sustainable products inspired by Japanese philosophy and Wabi Sabi.
  • At the beginning, the user research was already defined. Instead of jumping into design, we took time to understand the users, their needs, and their expectations.
  • Our task was to create a new brand and design the full product website, from visual identity and UI components to product pages, search and filtering, and checkout flow. The goal was to create a shopping experience that feels calm, clear, and easy to move through.

    PROBLEM STATEMENT

  • Many e-commerce platforms feel overwhelming. There is too much information, too many options, and not enough clarity. This makes it harder for users to focus and make decisions.
  • The challenge was to turn the research into a simple and intuitive experience. The interface should guide users naturally, reduce visual noise, and create a feeling of trust while interacting with the brand.

DEVELOP
THE FLOW

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    USER NEEDS

  • Through research, we discovered what truly matters to Yugen’s shoppers. They want to feel in control and focused, able to find products that reflect their lifestyle. Trust is essential, and they want to know their purchases support the planet and avoid greenwashing.
    USER STORY

  • Based on what we heard, one user story summed it all up: As a shopper, I want a calm and simple way to discover sustainable, high quality products, so I can make choices that truly reflect my lifestyle.
  • This story became the foundation for every design decision in the project. It shaped the hierarchy, navigation, and visual language, making sure the interface feels intuitive, focused, and trustworthy throughout the entire shopping journey.
    DESIGN APPROACH

  • From here, we developed the UI patterns that guide the interface. Every element reflects the values of the brand and the users, emphasizing sustainability, connection to nature, quality, and the beauty of imperfection. Calmness and simplicity shaped decisions around layout, spacing, typography, and interactions. To ensure these decisions worked in practice, we conducted usability testing, gathering feedback from users and refining the design through multiple iterations.

DESIGN UI
PATTERNS

DESIGN PRINCIPLES

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Simplicity

Navigation follows intuition, not instruction. Inspired by wabi-sabi's every element serves a purpose. Like Zen practice, we remove what doesn't belong - leaving only what guides, informs, or inspires.

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Ecological

Sustainability is embedded into both our products and our interface. We promote mindful consumption through clear information and our website runs on renewable energy-powered servers.

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Human-Friendly

We design for people, not transactions. Mindful pacing allows reflection, forgiving interactions respect the process, and language feels personal. Conscious shopping is emotional, not just functional. Every decision deserves space to breathe.

COLOR STYLES
TYPOGRAPHY

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PROTOTYPE &
USABILITY TEST

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View Usability Testing
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    WHAT I LEARNED

    Working on Yugen taught me how much the user interface shapes the way people experience a product. Choices in layout, typography, spacing, and interactive elements influence whether an interface feels approachable, calm, and trustworthy. I learned how to translate the brand values of sustainability, respect for nature, quality, and the beauty of imperfection into UI elements that naturally support these feelings.

    The project also highlighted how subtle adjustments can make a big difference. Changing the hierarchy, spacing, or micro-interactions guides attention, creates focus, and helps users feel confident while navigating. Through this process,
    I understood that UI is not just about how something looks, but about how it feels to use, and how it communicates the brand’s principles in a clearway.
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