Selling ingredients, not just products
A Dutch DIY skincare brand selling raw natural ingredients — storefront and buying experience for a catalogue that keeps growing.
- Client
- Natural Heroes
- Discipline
- E-commerce
- Service
- Website Design
- Outcome
- 100K+ orders a year · EUR 350K+ monthly revenue
Overview
Natural Heroes is a Dutch DIY skincare brand selling raw natural ingredients. I worked on the storefront and the buying experience for a catalogue that keeps growing.
- Industry
- E-commerce
- Headquarters
- Netherlands
- Engagement
- Storefront & buying experience
Problem
A catalogue that outgrew its own navigation
A catalogue of raw ingredients is harder to shop than a catalogue of finished products. People arrive knowing the result they want, not the ingredient list that gets them there.
Solution
Restructured the storefront and buying experience around what customers are actually trying to make, so the catalogue could keep growing without the navigation collapsing under it.
Design Process
A user-centred design process for Natural Heroes
The process below is how every engagement runs, Natural Heroes included: understand the problem properly, give it a structure, design it, then stay involved while it ships.
Research & Discovery
Understanding the users, the workflows and the business goals before a single screen exists.
- User research
- Stakeholder interviews
- Competitive analysis
- Feature prioritisation
Information Architecture
Mapping the journey, finding the friction, and giving the product a structure worth building on.
- Journey mapping
- User flows
- Wireframing
- Prototype testing
Visual & Interaction Design
High-fidelity UI and the design system underneath it, built to survive the product growing.
- UI design
- Visual direction
- Interaction states
- Usability testing
Dev Support & Delivery
Staying involved through build, so what ships is what was designed.
- Design handoff
- Feedback loops
- Launch support
- Post-launch optimisation
Research
Research for this project hasn’t been written up yet. Replace this in CASE_STUDIES → detail in src/data/content.ts.
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UX Design
UX design work for this project hasn’t been written up yet. Replace this in CASE_STUDIES → detail in src/data/content.ts.
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Results and Outcomes
The store handles 100K+ orders a year at EUR 350K+ monthly revenue.
Client Feedback
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Working on something like this?
Thirty minutes, no pitch — just what you’re building and whether I can help.
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