Alyssa Berger
Eclipta x PUXD
The Basics
🤝 The Team
A group of 9 UX Design students at various points within the program collaborated to produce a UX Research and Design project for Eclipta - a natural eyelash serum startup taking the skincare market by storm.
🚀 Research Outcomes- Amazon store design
- Amazon store creation and SEO optimization strategy
- Shopify redesign
- Shopify questionnaire
The project took place 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
Project Overview
The self-care industry has become increasingly aware of the unnatural ingredients in preventative hair loss products. In a market filled with harmful chemicals, we aim to promote an all-natural, ingredient-conscious brand.
Our final goal: Establishing a cohesive brand identity and a seamless shopping experience for consumers through Amazon and Shopify storefronts.
What is Eclipta?
Eclipta is a start-up business in the natural eyelash-enhancing sector. They began with a single product – a herbal-infused oil blend for natural eyelash enhancement – created by Nature’s Mercantile. Building on its success, the brand expanded to include additional products and is now developing the Eclipta Mens line.
Eclipta Stakeholders
💆 Primary Stakeholder: The Beauty Gurus
People interested in all-natural hair and skincare products.
👭 Secondary Stakeholder: Women Experiencing Hair Thining/Loss
Women are more susceptible to eyelash thinning and loss, looking to revitalize their look.
🧔♂️ Secondary Stakeholder: Men with Facial Hair
Men who aim to restore or strengthen their facial hair.
Eclipta’s Shopify
Personalize Eclipta’s shopping experience by maximizing navigability and integrating product lines.
Activites
Comparative Analysis
Shopify Designs
Making the headers and footers uniform
Distinguishing the men’s and women’s lines
Neatness of product categorization
Questionnaire & Updated Style Guide
Develop a step-by-step guide that explains how to create and phrase the questionnaire, and present the updated design system.
Activites
Questionnaire Recommendations
Style Guide Implementation
The style guide includes all the steps to implement storefronts, images and text that you’ll need for future expansion and implementation. All the information has links and directions with easy to follow tutorials and steps.
Creating an Amazon Store
A drafted Amazon store that aligns with Eclipta’s branding by incorporating cohesive visuals, curated product collections, and brand-consistent language to establish a clean, trustworthy, and engaging shopping experience.
Activites
Research/Comparative Analysis of Amazon Stores
The metrics and criteria we used to compare the stores:
Product Arrangement
How stores break up and highlight their product lines
Design Trends
Design trends carried throughout the whole store
Additional Content
What additional content do the businesses choose to include
Amazon Guidelines
Next Steps
🛍️ Implementing the Amazon Designs
Working our high-fidelity designs into the functioning Amazon store.
⁉️ Expanding the Shopify Questionaire
Supplement the current questionaire to include more products and recommendations.
🎨 Designing the Product Listing Page
Expand Shopify high-fidelity prototypes to include designs for the product listing pages.
Overall Limitations
🎤 User Interviews
Due to access, we interviewed disproportionately more females than males
🙅 Our Access
Due to the sensitivity of information such as two-factor authentication, tax details, and card data, sponsor involvement was necessary, limiting what could be completed in the moment
⚖️ Legal Constraints
Trademarks, patents, and GTINs are required to establish an Amazon shop
Self-Reflection
Creative Freedom & New Beginnings: Eclipta offered a refreshing change from my previous structured projects, allowing our team to be the first to set up both a Shopify and an Amazon store — an experience that came with both freedom and responsibility.
Deepening Design Emphasis: From experimenting with page layouts to refining design fidelities, I had the chance to sharpen my UX skills while also expanding my knowledge in areas like SEO and trademark law.
Personal & Professional Connection: This project uniquely blended my professional interests with a health-conscious and well-being-based beauty brand, letting me experience UX design through a lens that felt both meaningful and inspiring.