Just Perfume
Project Overview:
Just Perfume is a leading e-commerce retailer specializing in a broad spectrum of fragrances — from top-tier designer brands to niche, hard-to-find scents. Over a 5-year partnership, I have collaborated with Just Perfume as their dedicated design and development partner, overseeing two complete redesigns and providing ongoing weekly maintenance, ad hoc development, marketing, and design services.
The initial goal was to craft a premium online shopping experience that mirrors a high-end boutique — refined, intuitive, and informative. This included not only developing the UX/UI for an extensive product catalog but also establishing a distinct brand aesthetic and implementing functionality critical to perfume shoppers (e.g., scent descriptions, sample programs, and reviews). As the relationship grew, I became the go-to expert for solving technical issues, launching promotions, updating seasonal content, optimizing SEO performance, and integrating new features in response to customer feedback and industry trends.
In addition to the site’s UX design and development, I led the creative direction for performance marketing across Google Ads and social channels — developing compelling ad assets and refining messaging. My strategies enabled Just Perfume to scale from $1K to over $76K/month in online sales, driven by conversion rate optimization (CRO), UX-focused refinements, and full-funnel campaign design. These efforts boosted cart conversions, increased ROAS by 5,400%, and reduced cost-per-click (CPC) to just $0.33.
The initial goal was to craft a premium online shopping experience that mirrors a high-end boutique — refined, intuitive, and informative. This included not only developing the UX/UI for an extensive product catalog but also establishing a distinct brand aesthetic and implementing functionality critical to perfume shoppers (e.g., scent descriptions, sample programs, and reviews). As the relationship grew, I became the go-to expert for solving technical issues, launching promotions, updating seasonal content, optimizing SEO performance, and integrating new features in response to customer feedback and industry trends.
Design Challenge & Goals:
Perfume is an intangible product that relies on emotional and sensory cues. The challenge was to capture the essence of each fragrance digitally, guiding both connoisseurs and gift-buyers to make confident purchases. The design needed to convey elegance, trust, and quality, while supporting features such as:
- Advanced filtering (by brand, scent notes, occasions)
- Detailed product pages with note pyramids and customer reviews
- Cross-selling tools (“You Might Also Like” suggestions)
- Seamless mobile shopping experience
- Optimized checkout flow to reduce cart abandonment
Process:
Industry Research & Personas:
Competitive analysis of sites like FragranceX and niche boutiques helped shape the strategy. We identified two core personas — “The Enthusiast” and “The Gift Shopper” — and designed features that catered to both: expert-level filters and occasion-based recommendations.
Branding & Aesthetics:
From day one, the visual language was crafted to reflect purity and luxury. A modern, minimalist layout with white space, serif typography, and pastel/gold accents created a sense of boutique elegance. Subtle floral graphics and a custom perfume-bottle logo reinforced the brand identity. Later, I produced a refreshed brand identity and modernized UX for the website and social presence, enhancing consistency across touchpoints.
Information Architecture:
Built with e-commerce best practices:
- Home: New arrivals, best sellers, promotions
- Shop: Filters by type, gender, brand, scent family
- Product: Note pyramids, scent stories, reviews
- About/FAQ: Brand ethos, sampling policies, authenticity assurance
Wireframing & UI Design:
Every page was wireframed with UX goals in mind — from hero banners and promotional sections to product cards and tabbed content areas. For mobile users, collapsible filters and a persistent cart icon ensured smooth navigation. Custom elements included sample buttons, promotional banners, and trust badges.
Development:
The site was originally developed on Woocommerce and later developed and maintained on Shopify, with heavy customization using Liquid and JavaScript. Features included:
- Real-time search suggestions
- Advanced filtering via custom tags
- Lazy loading and CDN optimization for performance
- Review integration and moderation tools
- Branded transactional email styling
- Ongoing SEO enhancements and structured data implementation
Marketing & Growth:
Alongside UX design, I:
- Delivered creative direction and ad assets for Google Ads and social campaigns
- Strategically designed landing pages and product flows to align with ad traffic
- Achieved ROAS growth of 5,400% and reduced CPC to $0.33
- Grew monthly sales from $1K to $76K+ through UX-informed CRO tactics and full-funnel performance marketing
Ongoing Enhancements & Maintenance:
As a long-term partner, I provided:
- Weekly updates to inventory, banners, and campaigns
- Ad hoc fixes for UI/UX bugs, performance, or user issues
- Marketing support for seasonal promotions and sales
- Design iterations for new collections or special editions
- Performance monitoring and analytics reporting using GA and custom dashboards
Results:
The collaboration resulted in:
- A 15%+ increase in conversion rate post-launch
- Higher engagement with detailed product pages and reviews
- Enhanced mobile usability and filter usage
- Reduction in support inquiries due to better product clarity
- ROAS increase and sales growth via strategic ad campaign execution
- Continued refinement and resilience in a competitive fragrance market