Joy

Redesigning JOY’s Digital Presence

Joy is a renowned e-commerce brand seeking to enhance the usability and navigation of its digital products.

Reduced Navigation Drop-Offs

industry

Retail & E-commerce

Services Provided

UX Research

UX/UI & Digital Product Design

PLATFORMS

Mobile App & Responsive Design

BUSINESS TYPE

B2C

Overview

JOY has a global customer base and offers a range of innovative, high-quality & affordable personal care solutions. The brand aimed to improve its digital experience across its website and app, enabling users to easily explore and purchase products.

THE Challenge

Navigating complexity

Simplifying Navigation with UI

Redesign and simplify JOY’s website UX/UI to enhance functionality, navigation, and user experience.

our Approach

The Method Behind Magic

Our Design Methodology

To ensure a smooth project flow, we adhere to the STEP process, an acronym representing Soak, Think, Execute, and Proof. Beginning with UX Research, the UX design case study progresses to strategy and concludes with impactful UI.

Decoding the Ecosystem

A 360° View

We began with extensive research, analysing existing processes and workflows through interviews and market trends.

Personalisation Without Complexity

We found that most wellness apps overload users with features without connecting emotionally.

Software interface showing a scheduling calendar with a highlighted prompt box instructing to add employees to the account.

Simplifying Flow

Existing products offered helpful features without an intuitive and clear user journey

Dashboard interface of a tool named bidhive showing SMA Register with options to filter by date range, status, customer, priority, and columns, and a toggle switch labeled 'Define as demo data'.

Key Themes Identified

Gamification

Users wanted to celebrate progress, not just check off goals.

Green disposable cup of tea labeled 'Chaayos' placed on a red coaster, surrounded by lemongrass, ginger slices, cinnamon, and mint leaves on a wooden table.

Feedback

They valued visual progress tracking and meaningful feedback.

Three chai frappe drinks topped with whipped cream and sprinkled toppings, labeled Caramel Frappe, Dark Chocolate Frappe, and Magic Frappe on a wooden table with chai tea glasses and spices.

Designing for Motivation

Daily affirmations, progress visuals and rewards keep motivation alive.

Hand holding a brown disposable cup outside a café with green-framed windows and people sitting at tables.

Indirect Competitors

Large FMCG and personal care brands such as Nivea, Vaseline, Dove, and Lakmé were considered indirect competitors.

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Leverage strong brand recall to build instant trust with customers.
Product information is standardised and easy to scan across categories.
Simple navigation helps users quickly locate familiar products.

Direct Competitors

Digital-first personal care brands such as Mamaearth, WOW Skin Science, Plum, and Minimalist were identified as direct competitors.

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Clear product benefits and ingredients are highlighted upfront.
Clean layouts support faster decision-making and reduce browsing friction.
Product variants and pack sizes are clearly differentiated for easy selection.

Core problems

Many tools miss emotional engagement, focusing only on routine.
Users drop off when features feel repetitive or transactional.
Personal growth feels impersonal without a human touch, like affirmation

Key Opportunities

Design with empathy, like a coach that understands them
Introduce gamified incentives that feel rewarding, not forced.
Use personalisation to build an emotional connection.
Build trust with transparent data handling

Building the Experience (UX Design)

Turning Insight into Frameworks

We redesigned the sitemap and structure to offer a more intuitive journey, ensuring users could move through the platform easily.

Our Solution

Simplifying Discovery & Interaction

The redesigned interface clearly presents product categories and key actions.

Smarter Navigation, Better Flow

We reorganised content to let users find what they need faster with fewer clicks.

Clean Interface, Consistent Experience

A modern UI system that supports usability and brand aesthetics.

Form Meets Function

Designing Engaging Interfaces

JOY’s website combines functionality with a cohesive visual identity. Primary colors green and yellow set the tone, supported by soft secondary shades of pink, lavender, and muted green. Typography uses Lora and Roboto, while illustrations and UI components were finalized with stakeholder approval to ensure consistency.

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Success story

What happens when great design meets real problems? Our projects speak louder than buzzwords.

YellowSlice takes the time to understand our business needs. I can count on YellowSlice for fresh perspective, innovative ideas, consistency, solutions and accuracy.