2025
UX/UI
Self Kaer is Switzerland’s holistic wellness platform, evolving from a curated marketplace into a destination that combines clean beauty, nutrition, and rituals with education and community.
The goal was to create an e-commerce experience that not only sells products but also guides users through self-care with clarity and trust.
The Challenge
From a UX audit, it became clear that the experience lacked effective communication. While users could browse, the platform didn’t provide enough guidance or clearly position the brand as a trusted expert in holistic wellness.
Key gaps identified:
No clear customer journey from discovery to purchase
Limited education and product guidance
Weak trust signals (customer care, reviews, transparency)
Underutilized cross-selling and upselling opportunities
Brand vision is not clearly communicated in the interface
Research
I conducted a market analysis across beauty and wellness brands, focusing on those successfully blending commerce and education. The research highlighted how leading brands reduce uncertainty through content, trust signals, and guided experiences, using education as a key driver for conversion.
These insights, along with competitor benchmarks, helped identify what could realistically be implemented within the client’s existing Shopify setup prioritizing solutions that would improve clarity, guide users more effectively, and ultimately support conversion.
Delivery
The platform was reorganized into two main areas: Shop and Journal, linking products with expert content. New sections enhanced discovery and conversion: Shop by Concern, Rituals & Routines, Bestsellers & Expert Picks, New & Seasonal Drops, and Shop by Brand.
Product pages were optimized with short, scannable descriptions, benefit-driven messaging, “Pairs well with” recommendations, and educational snippets including ingredient insights, helping users make informed choices effortlessly.
Navigation was simplified to create clear pathways from discovery to checkout, reducing friction. Cross-sell modules, ritual bundles, and highlighted bestsellers or new arrivals encouraged exploration and boosted conversion.
Persistent reassurance messaging, integrated social proof, tutorials, and “As seen in” references reinforced confidence at every step.
The structured Journal connects products with expert-led content and learning resources, making education a natural part of the shopping experience.
Visual Direction
The original five-color palette lacked cohesion, as the colors did not work well together and failed to convey a calm, premium, and trustworthy feel. I proposed a new color palette that uses harmonious, consistent shades within the same color family, creating a more unified visual system.
The redesigned Self Kaer platform delivers a guided, confident, and trustworthy wellness e xperience, connecting commerce, education, and brand values.
