Digital Storefront Expansion with Eclipta

The Basics

A group of 9 UX Design students collaborated to produce a UX research and design project for Eclipta, a natural eyelash-enhancing startup, from January to May 2025, building on insights and design guidelines from previous semesters.

My role

• Primary and secondary research
• User interviews
• Ideating and sketching
• Wireframing and prototyping

Research outcomes

• Amazon store design
• Amazon store creation and SEO optimization strategy
• Shopify redesign
• Shopify questionnaire

The Problem

The self-care industry has grown increasingly wary of the unnatural ingredients used in many haircare products. In a market filled with harmful chemicals, our goal was to help Eclipta promote its all-natural, ingredient-conscious brand and build a cohesive identity and shopping experience across Amazon and Shopify.

Eclipta started with a single herbal-infused oil blend for natural eyelash growth, then expanded into a broader line including a new men’s line still taking shape. That growth meant designing for three audiences at once: beauty-focused customers seeking natural products, women managing hair thinning or loss, and men looking to restore facial hair.

What We Designed

We started by researching Eclipta’s stakeholders, from beauty enthusiasts seeking natural products to women and men managing hair thinning and loss. On Shopify, we ran a comparative analysis of competitor storefronts and redesigned the site to unify headers and footers, distinguish the men’s and women’s product lines, and clean up product categorization. We also built a style guide covering images, text, and step-by-step implementation instructions for future expansion, along with a questionnaire to help customers find the right products.

On the Amazon side, we drafted a store concept aligned with Eclipta’s branding, informed by a comparative analysis of other Amazon storefronts across product arrangement, design trends, and additional content, along with a guideline document explaining how to set up and maintain the store.

Looking Back

Eclipta was a refreshing change from my more structured prior projects. Our team was the first to set up both a Shopify and an Amazon store for the brand, which came with real freedom and real responsibility. The project also let me sharpen my UX skills while picking up new territory like SEO and trademark considerations, all while working on a brand whose health-conscious, well-being focus felt personally meaningful.