The client wanted a fresh start with a clean minimalistic website based on a new e-commerce platform.
The product range was about to grow, as well as buyer reward system and partnership programs. The previous iteration lacked user friendly solutions, so the new platform demanded to make a customer's shopping journey effortless and unbothered.
ILNP loved the website and became our long-term client, we’ve been working together for almost five years. We keep implementing user requests, upgrading the design, and split testing various solutions to improve conversion. Snig.digital also assists with projects beyond the website — we've even worked on a print version of ILNP catalogue.
As a boutique nail polish producer and retailer ILNP is all about pleasurable shopping experience and it will never place cutting edge design trends over usability and product showcase. Most of our mutual efforts were first focused on satisfying customer demand for seamless search, flexible filters and useful comparison tool.
We analyzed potential solutions, tested our hypotheses, and reviewed user session recordings — all in close collaboration with the product owners. As a result, we not only refreshed the visual style but also improved the navigation, search, comments section, filters, suggestions, and comparison tool.
Next, we focused on adding brand storytelling to turn new customers into loyal ones. Many clients were ordering through marketplaces, so ILNP wanted to boost direct brand awareness.
We started by creating collection pages and a reusable template to share the inspiration behind each set, highlight product details, and include lifestyle photos (currently on hold).
We also developed key storytelling pages — About, Brand Story, and Manufacturing — to build trust and deepen the connection with the audience.
Our next focus was enhancing the checkout experience, improving the process of adding and updating shipping addresses, and developing flexible solutions for both reward and affiliate programs.
We also introduced new features within the customer account, including shareable wishlists and a “My Shelf” section for tracking owned products — helping users avoid duplicates. Additionally, we reviewed responsiveness and delivered detailed designs optimized for tablet and mobile devices.
To support engagement goals, we worked on several marketing initiatives. The first was a PR program inviting influencers to collaborate on a regular basis. For this, we designed a dedicated landing page, a user profile section, and an admin panel to manage participation.
The second initiative was a subscription program, allowing customers to receive recurring product packages. We created additional pages and extended the customer profile to support this functionality.
To align the various UX improvements with the refreshed visual style, we created Mira — a design system tailored specifically for care and beauty e-commerce. It includes all components and content blocks used across the ILNP website, while also supporting scalability and streamlined development.
With Mira, the client can easily build UI for any beauty brand, applying best-in-class interface practices while preserving the brand’s unique identity and spirit.