eCommerce · 5-year partnership
Just Perfume, from $1K to $76K+ a month.
Five years as Just Perfume’s design and development partner: two complete redesigns, performance marketing and ongoing weekly support.
Overview
A high-end boutique experience, online
Just Perfume is an e-commerce retailer specialising in fragrances, from top-tier designer brands to niche, hard-to-find scents. Over a five-year partnership, I’ve been their dedicated design and development partner, overseeing two complete redesigns and providing ongoing weekly maintenance, development, marketing and design.
The goal was a premium shopping experience that mirrors a high-end boutique: refined, intuitive and informative, with the features perfume shoppers rely on, like scent descriptions, sample programs and reviews.
The challenge
Capturing the essence of a fragrance, digitally
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.
Advanced filtering by brand, scent notes and occasion.
Detailed product pages with note pyramids and customer reviews.
Cross-selling with “You Might Also Like” suggestions.
A seamless mobile shopping experience.
An optimised checkout flow to reduce cart abandonment.
A sense of elegance, trust and quality throughout.
Process
Research, design, build, grow
Research & personas
Competitive analysis of FragranceX and niche boutiques shaped two personas, “The Enthusiast” and “The Gift Shopper”, with expert filters and occasion-based recommendations for each.
Branding & aesthetics
A minimalist layout with white space, serif typography and pastel and gold accents, plus a custom perfume-bottle logo. Later, a refreshed identity across the website and social.
Information architecture
Home, Shop (by type, gender, brand and scent family), Product (note pyramids, scent stories, reviews) and About/FAQ covering sampling and authenticity.
Wireframing & UI
Every page wireframed around UX goals, with collapsible mobile filters, a persistent cart, sample buttons, promotional banners and trust badges.
Development
Built on WooCommerce, then rebuilt on Shopify with Liquid and JavaScript: real-time search, custom-tag filters, lazy loading, reviews, branded emails and structured data.
Marketing & growth
Creative direction and ad assets for Google Ads and social, with landing pages and product flows designed to match ad traffic.
Ongoing partnership
Weekly inventory, banner and campaign updates, ad hoc fixes, seasonal promotions, design iterations for new collections, and analytics reporting.
Results
Design and marketing that grew the business
Monthly online sales, up from $1K.
Increase in return on ad spend (ROAS).
Increase in conversion rate after launch.
Cost per click, through full-funnel campaigns.
Higher engagement with detailed product pages and reviews.
Better mobile usability and more filter use.
Fewer support enquiries, thanks to clearer product information.
Tools
- Shopify
- Liquid
- JavaScript
- WooCommerce
- Google Ads
- Google Analytics