UX/UI
Salt Mobile
Redesign of Salt’s e-commerce platform to simplify telecom offers, improve user journeys, and increase conversion.
ViewCLIENT
ROLE
Art Director & Digital Strategy
End-to-end ownership
IMPACT
Positioning & Brand System Multi-brand Marketplace Experience & Design System Growth, Conversion & Acquisition
YEARS
2025
Lausanne, Switzerland
Context & Business Challenge
In a saturated beauty market driven by over-choice and low trust, Happy Officine was designed as an alternative: a curated platform where selection, clarity, and credibility redefine the shopping experience. Rather than aggregating products, the ambition was to create a marketplace built on strong curation principles, where each brand contributes to a cohesive and trustworthy ecosystem.
The challenge was to structure a multi-brand experience that balances product discovery, editorial storytelling, and conversion performance, while maintaining a clear and distinctive identity. The objective was to design a scalable digital foundation enabling seamless brand onboarding, catalog expansion, and long-term growth, without compromising clarity or user trust.
Trust & Conversion
Clear product information, ingredient transparency, and authentic brand narratives were structured to build trust and support confident decision-making.
Curated Marketplace Model
A selective approach ensured only brands aligned with clear standards were integrated, reinforcing positioning and perceived value.
Editorial Simplicity
A refined and minimal design language prioritised clarity, allowing products and brand storytelling to remain the focus.
Scalable Ecosysteme
A modular marketplace architecture enabled seamless brand onboarding, catalog expansion, and long-term platform growth.
From strategy to execution, the project combined creative direction and e-commerce thinking to build a cohesive and scalable brand experience.
Research
Insights, benchmarking
Strategy
Positioning, vision
Architecture
Information structure, navigation
Discovery
Search, listing, filtering
Conversion
Product experience, purchase flow
System
Design system, scalability
Brand Identity
The visual identity defines the platform’s positioning and personality. Typography, color palette, and graphic elements were designed to express clarity, trust, and a refined aesthetic aligned with clean beauty standards.
Brand System
The identity was translated into a structured visual framework defining typography scale, color hierarchy, spacing, and usage rules. This ensured consistency across all touchpoints and enabled the platform to scale as new brands and products were integrated.
GraphITE
#1C1C1A
LINEN
#f5f4ef
SAGE
#4a7c6b
cLAY
#c2a48a
Cool gray
#F7F7F7
OFF WHITE
#F8FAFC
Information architecture
Structured hierarchies, search, and filtering systems enabled intuitive exploration across brands and categories while maintaining clarity.
Information Architecture & Core User Flows
Product discovery
Consistent product cards, filtering tools, and visual hierarchy allowed users to quickly evaluate and compare products.
Product experience
Product pages prioritised clarity, transparency, and conversion through structured information, ingredient visibility, and clear calls-to-action.
Editorial integration
Editorial content, featured brands, and campaign visuals reinforced brand perception while supporting discovery and engagement.
Component system
Reusable UI components ensured consistent product presentation and efficient platform expansion.
Product page system
Modular page structures supported clarity, trust, and conversion across all products.
Navigation and structure
Clear navigation and filtering reduced friction and improved product accessibility.
Product discovery
Visual hierarchy and structured listings accelerated comparison and decision-making.
Trust and conversion
Ingredient transparency, credibility signals, and clear calls-to-action reinforced user confidence.
Editorial and brand integration
Campaign visuals and curated content strengthened brand perception and engagement.
SEO and organic discovery
The platform architecture and product structure were optimised for search engines, improving indexability, product visibility, and long-term organic growth.
Google Ads and performance campaigns
Campaign structures, keyword targeting, and performance monitoring enabled scalable acquisition and continuous optimisation aligned with commercial objectives.
Google Merchant Center and product feeds
Structured product feeds enabled seamless integration with Google Merchant Center, ensuring scalable catalogue visibility across Google Shopping and performance channels.
Results & Impact
The project established a clear and scalable foundation for Happy Officine, transforming the platform into a curated marketplace built for clarity, trust, and long-term growth.
The redesigned structure streamlined product discovery, reducing friction and enabling faster, more confident purchasing decisions. By combining editorial storytelling with structured product information, the experience reinforces trust and elevates perceived value.
A modular system enables seamless brand onboarding and supports catalog expansion without compromising consistency or usability. This creates the conditions for sustainable growth across both brand and performance dimensions.
More broadly, the project positions Happy Officine as a credible and differentiated player in the clean beauty space, aligning business objectives with a cohesive and future-proof digital ecosystem.
