Sei Bella Redesign
UX/UI Case Study
Melaleuca — Sei Bella Product Detail Page
Redesigned Digital Experience — High-Fidelity Preview
Shop / Skin Care / Treatment Serums
SEI BELLA
Advanced Botanicals
5 out of 5 stars,4.9 (148 Reviews)
A plant-based retinol alternative that visibly firms, reduces fine lines, and refines skin texture without irritation.
Preferred Member Price
$29.00
Regular Retail Price — $42.00
Add to Cart
30-Day Satisfaction Guarantee & Member Savings Eligible
Key Ingredients
01 — Overview
Re-imagining a premium skincare shopping experience requires balancing refined brand storytelling with practical, high-velocity purchasing flows. The Sei Bella product detail page redesign untangled a dense forest of botanical benefit copy, pricing layers, and formulation science to create an effortless, intuitive path to purchase.
Melaleuca's unique e-commerce model relies heavily on member education and subscription benefits. Our solution prioritized high-end skincare photography, clarified the "Preferred Member vs Retail" pricing model, and restructured the information hierarchy so that scientifically curious shoppers and fast buyers both find their answers instantly.
01
Surface botanical ingredients and product texture immediately, giving users tactile connection.
02
Prioritize quick-read highlights over dense, multi-paragraph product copy blocks.
03
Draw a clean separation between secondary attributes and primary calls-to-action.
04
Untangle the complex membership pricing layers to build immediate purchase confidence.
02 — The Challenge
"How might we help customers quickly understand what a product is, why they should care, and what they need to know before purchasing?"
Identifying 5 Key Friction Points
A dense, flat distribution of copy forced users to scroll significantly to find basic formulation data.
Crucial skin-firming properties and trial results were treated as plain body paragraphs, invisible to scanning eyes.
Generic skincare bottle photography did not showcase product textures or ingredient highlights properly.
Complex ingredient names lacked clean contextual popups or summaries, driving bounces.
Preferred Member vs. Regular retail prices competed for dominance, leading to purchase hesitations.
03 — Design Approach
01
Auditing pain points, conducting competitor deep-dives in luxury cosmetics, and mapping common customer navigation paths.
02
Re-organizing information blocks into clear, intuitive hierarchies, prioritizing critical purchase decisions.
03
Drafting desktop beauty-focused layouts, combining refined botanical graphics with highly optimized purchase elements.
04
Deploying high-fidelity mockups for click testing, validating info scanning and overall pricing transparency.
05
Polishing typography scales, cleaning up line rules, and securing consistency across various skin categories.
04 — High-Fidelity Design
The redesigned product detail page balances immersive brand storytelling with high-velocity shopping utility. We untangled botanical benefits, pricing tiers, and fragrance formulation science to design a premium, scannable, and friction-free path to purchase.
By shifting from a dense technical layout to a clean visual narrative, we surfaced key product elements instantly. Heavy emphasis was placed on showcasing natural textures, simplifying membership price comparisons, and designing interactive storytelling blocks that mimic a high-end editorial fragrance lookbook.
SEI BELLA
Shop / Fragrances / Eau De Parfum
Eau de Parfum
5 out of 5 stars,4.9 (234 Reviews)
A luxurious, warm vanilla foundation wrapped inside absolute jasmine bud extract and fresh white orchids. A radiant fragrance designed to linger throughout the day.
Preferred Member Price
Save 30%$45.00
Regular Retail Price — $64.00
Complimentary standard shipping on orders over $50. 100% Satisfaction Guarantee.
Fragrance Notes
The Formulation
Our white jasmine blossoms are hand-selected at dawn when their essential oils are most concentrated. They are paired with slowly cured Madagascar vanilla pods to deliver a layered base that adjusts organically with the warmth of your skin.
Conscious Formula
Crafted using cold-pressed vanilla extract and real floral distillates for an authentic sensory experience.
Slow-release formulation ensures the warm floral tones persist from morning light through evening shadows.
Free from heavy synthetics, phthalates, parabens, and common skin irritants. Vegan-friendly and cruelty-free.
Complete Ingredients List
Alcohol Denat., Fragrance (Parfum), Water (Aqua), Jasmine Grandiflorum Extract, Vanilla Planifolia Fruit Extract, Linalool, Benzyl Salicylate, Limonene, Geraniol, Citral, Benzyl Alcohol, Farnesol.
4.9
5 out of 5 stars,
Based on 234 Verified Reviews
Showing 3 of 234 Verified Buyer Reviews
Sort by: Most Helpful First
Evelyn S. Verified Buyer
March 10, 2026
5 out of 5 stars,
I was hesitant to buy fragrance online, but this exceeded all my expectations. The vanilla is warm and dry, not overly sweet, and the blend of jasmine gives it a beautiful, sophisticated lift. I get compliments every single time I wear it.
Marcus D. Verified Buyer
February 28, 2026
5 out of 5 stars,
This fragrance adjusts beautifully to your skin chemistry. The jasmine top notes settle down into a very rich, organic musk that easily lasts through an entire workday. Excellent product packaging as well.
Explore the Collection
Eau de Parfum
5 out of 5 stars,4.8 (89)
$45.00
Body Care
5 out of 5 stars,4.9 (124)
$18.00
Fragrance Accents
5 out of 5 stars,4.7 (56)
$32.00
05 — Information Architecture
Visualizing the Modular Product Information Architecture
Product Hero
Gallery & Main CTA
Overview
Scientific Summary
Botanical Benefits
Ingredient Highlights
Formulation Details
Technical Specs
Member Reviews
Social Proof
Related Products
Cross-Sell Stack
Quick Shoppers bypass the narrative entirely. They have high purchase intent and need an immediate, frictionless conversion funnel. The IA handles this by placing all essential pricing metrics, review aggregations, product selections, and the primary Add to Cart CTA directly in the initial viewport.
Flow: Hero Image → Preferred Price → Qty Selection → Add to Cart
Exploratory Shoppers seek education before investing. Skincare products are deeply personal, requiring trust in active ingredients and clinical validation. The progressive layout guides these users seamlessly into benefit layers, ingredient summaries, interactive accordions, and community feedback.
Flow: Overview Story → Benefits Details → FAQ Accordion → Related Products
06 — Key Design Decisions
01
Immediate tactile connection through oversized active ingredient photography. By presenting texture previews and ingredient raw forms alongside the bottle, we remove sensory doubt before a single line of copy is read.
02
Untangling complex membership pricing tiers. By creating a high-contrast container for Preferred Member pricing directly above the Add to Cart action, we build immediate visual confidence in the value proposition.
Preferred Member
$29.00
Add to Cart
03
Organizing secondary botanical chemistry without overwhelming the customer. We mapped comprehensive clinical details into clean, minimal accordions that let scientifically curious users dive deep without distracting fast-moving buyers.
Key Ingredients
Our plant-derived Bakuchiol functions similarly to traditional retinol by signaling cells to boost collagen renewal, but without causing surface irritation or redness.
How to Use
04
Leveraging whitespace, fine rules, and crisp metadata structures. We broke away from dense text blocks in favor of distinct information clusters with clear, uppercase section overlines that naturally guide the reading path.
01 — Skin Benefit
Firms and Plumps Surface Texture
Formulated to visibly firm and smooth skin texture with consistent use.
Sample product copy for design demonstration.
07 — Final Design
Bakuchiol Renewing Serum
Plant-based renewal, three tailored shade families.
Quantity Control
1Hover State
Add to Cart
Advanced Botanicals
Bakuchiol Renewing Serum
Preferred Member Price
$29.00
Add to Cart
08 — Reflection
"This project challenged me to balance visual storytelling with the practical needs of an e-commerce experience. The final design focused on helping customers move from discovery to confidence to purchase without unnecessary friction."
Skincare buyers have clear questions: What is in this? Does it work? How much does it cost? Every visual decision must serve to deliver those answers efficiently, prioritizing clarity over ornamental aesthetics.
By clearly organizing membership pricing structures and highlighting clinical outcomes inside isolated visual grids, we replace cognitive doubt with transaction confidence.
Botanical ingredient closeups and chemical deep-dives must never bury primary CTA targets. Design flows must isolate story elements so they run alongside, rather than blocking, high-velocity checkout paths.
This case study reflects a self-initiated conceptual redesign completed while working at Melaleuca. It is not an official Melaleuca product, campaign, or launch, and Melaleuca has not reviewed or endorsed this work. Melaleuca is a trademark of its respective owner. 'Sei Bella' is a fictional brand created for portfolio demonstration purposes.