Jennifer Dev

UX/UI & E-Commerce Website Designer

Beauti-Rx • Freelance

Mar 2025 - Apr 2025 • 1 mo

Led the UX strategy, service architecture, and website design for Beauti-Rx, an online beauty and haircare retail store built on Wix. The objective was to restructure the website to create a clearer shopping experience and improve how customers discover and browse products. I redesigned the site architecture by organizing the store into intuitive categories including Hair, Fragrances, Haircare, Skincare, and Cosmetics. This structure was implemented to reflect natural beauty shopping behavior and reduce friction for first-time visitors navigating the store. I also redesigned the homepage layout and content hierarchy to better communicate the brand’s product offering while guiding visitors toward featured products. Special focus was placed on simplifying the browsing experience through a clean product grid layout that highlights product names, pricing, and brands in a way that allows customers to scan and compare items quickly. Additionally, I optimized the overall UX flow so visitors move naturally from discovery to product exploration and purchase. The final result was a more organized, visually cohesive e-commerce experience that better reflects the quality of the beauty brands sold on the platform.

Freelance Web Designer / UX Designer

House of Sian • Freelance

Jan 2024 - Mar 2024 • 2 mos

Designed and developed a professional website for House of Sian, a beauty and wellness studio specializing in makeup artistry and holistic skin treatments. The goal was to create a calming, premium digital experience that reflects the studio’s atmosphere while clearly presenting services and encouraging client enquiries. Led the full design process from concept to launch, including visual direction, page structure, and content layout. Organized services into clear categories such as Makeup & Hair, Skin & Body Studio, and Skin Consultations to improve navigation and help visitors easily find relevant services. Implemented a nature-inspired design using deep greens, soft neutrals, and clean typography to communicate relaxation, trust, and professionalism. Integrated strong visual storytelling through client imagery, portfolio sections, and studio photography to showcase the brand experience. The final result was a visually engaging website that strengthened the brand’s online presence, improved service clarity, and created a smooth path for potential clients to explore offerings and submit enquiries.