The Challenge
The client wanted to spin off their nail products into a dedicated sub-brand with its own ecommerce site. While the parent brand had a minimal aesthetic, MNP needed more personality, something colorful and playful that would resonate with the nail community. They had developed a small color palette internally but needed a complete digital design system and Shopify implementation that balanced the parent brand's minimalism with the energy of nail culture.
My Role & Approach
I worked alongside the ecommerce manager to transform the sub-brand concept into a fully shopping experience.
Discovery & Foundation:
After the ecommerce manager’s CRO analysis to identify key user needs and pain points, and the creation of wireframes using Lovable to map the user journey. I selected a Shopify theme that provided the structural foundation we needed while allowing room for brand customization.
Design System Development:
Building on the client's initial color palette (a cheerful cherry red and smooth lavender), I developed a complete design system that felt accessible, consistent, and distinctly MNP. The aesthetic stays true to the parent brand's minimalism but injects character through:
- Color-coded product backgrounds using actual nail polish shades, helping users instantly identify products
- Playful visual elements that match the joy and creativity of nail art
- Custom UI details like checkbox styling that incorporates the brand's triangle icon
- High-impact imagery leveraging the client's vibrant product photography and video content
Accessibility & Usability:
I ensured WCAG compliance throughout, particularly around color contrast with the bold palette. The shopping experience prioritizes ease, including a streamlined drawer cart for quick list-building.
What I Delivered
Core Shopping Experience:
- Homepage with engaging product storytelling
- Product listing pages (PLP) with intuitive filtering
- Product detail pages (PDP) highlighting product benefits
- Drawer cart for seamless shopping flow
- Custom-styled filter checkboxes matching brand identity
Secondary Pages:
- Gel polish collection pages (both semi-permanent lines)
- Community & loyalty program explanation
- Professional program page for nail technicians
The result is a joyful, user-friendly ecommerce experience that celebrates nail culture while maintaining the sophistication of the parent brand.