Waistbeads by Nora is an eCommerce brand focused on hand-made, culturally inspired waist beads. Their audience is diverse, confident, and intentional about self-expression.
As the lead product designer, I was brought in to improve the UX and visual identity of the website. I worked closely with the founder for 6 months from user research and competitor analysis to design and testing owning the end-to-end design process.
The original website was hard to navigate, lacked product clarity, and didn’t convert well on mobile. Customers struggled to shop seamlessly, and the visual experience didn’t fully reflect the brand’s quality or personality.
The key issues included:
Poor product organization and categorization.
Unclear hierarchy on mobile.
Slow, multi-step checkout process.
Low visual engagement despite high-quality products.
Homepage Redesign
Before: The homepage felt flat and text-heavy. No clear product hierarchy, and CTAs were buried.
After: Introduced a modern, mobile-friendly layout with
Clear headline and value propositionAutomatic generation of friendly payment links inside the app
Shoppable categories upfront
Clean visual structure with consistent image ratios
Emphasis on mobile thumb zones
Designed intuitive category filters (e.g. “new”, “bestsellers”, “by color”)Shoppable categories upfront
Standardized product thumbnails for a smoother scan
Added trust signals like reviews and stock labels
Simplified the purchase journey into a clean 3-step flow.
Guest checkout support
Fewer clicks to purchase
Improved form layout on mobile
Since the redesign went live
Revenue increased by over 50%
Added visual size guides and FAQ sections
Checkout abandonment dropped by 45%
Mobile conversion rates improved noticeably by 20%
The brand now receives 15% more customer compliments on ease of use
Designing for a niche audience taught me to:
What I learned:
Prioritize clarity over cleverness
The importance of visual consistency; making sure the playful, bubbly feeling carried through from the mobile interface into the marketing site.
Think mobile-first at every stage
Design systems that scale with product growth
Collaborate closely with founders to align design with business goals
This project reminded me why I love designing for real users.
Every decision from homepage layout to mobile cart UX was intentional and rooted in empathy. I’m proud of the impact it’s having on the business.
Available for work
I’m open to full-time, freelance, or collaboration opportunities. If you’re looking for a designer who can design clear, engaging experiences while balancing users needs and brand goals, let’s talk.
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