Laundry Sauce
Client
Laundry Sauce
Role
- Lead Web & UX Designer
Category
E-Commerce
Year
2021-2023
Project Overview
Elevating the digital experience for the world's best-smelling laundry detergent brand. The goal was to translate their bold, soulful fragrances into a premium, editorial-style e-commerce platform that breaks the mold of traditional CPG brands.
The Challenge
Translating a highly sensory product—fragrance—into a purely visual digital medium. The previous site felt too much like a standard grocery store, lacking the luxury feel of the actual product and failing to convey the emotional connection customers have with their laundry ritual.
Product pages feel like an editorial spread, with rich storytelling, clear value propositions, and seamless subscription options.
Thinking & Solution
I designed a high-contrast, editorial interface that leans heavily on immersive lifestyle photography, macro textures, and a bold typographic hierarchy. I led the UX/UI direction, completely reimagining the buying journey, streamlining the path to purchase while integrating dynamic product menus and video-driven social proof. I collaborated with developers on implementation and prepared responsive layouts, reusable components, and handoff notes.
The navigation incorporates rich product imagery, making discovery visceral and inviting before the user even clicks.
Results & Impact
The redesign drove a significant increase in conversion rates and pushed higher average order values, particularly accelerating bundle package sales and recurring subscription sign-ups. The integration of authentic customer stories and seamless UX established a new standard for D2C laundry care.
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