UX Strategy | Task Flows | UI Design | Visual Brand Direction

The Challenge

Subscription services have grown sharply in recent years, with 78% of adults now using at least one subscription service. Despite this, many subscription websites deliver confusing user flows and lack emotional brand connection. I set out to design a luxury refillable candle subscription experience that delivers sustainability, ritual, and delight.

About the Project

This is a self-initiated UX/UI concept created to demonstrate my ability to design engaging e-commerce experiences and subscription flows, an area I had not yet featured in my portfolio. The business concept, product model, and user flow were entirely developed by me as part of this project.

Problem Statement

Refillable products are sustainable, but most ethical brands lack premium appeal. Conversely, luxury brands generate waste, selling expensive glass jars that end in landfills. Candle lovers shouldn’t have to choose between sophistication and sustainability.

How might we create a premium brand while encouraging refill behaviour and reducing environmental impact?

UX Objectives

  • Remove decision fatigue by simplifying product choices

  • Encourage users to refill instead of repurchase

  • Create a subscription model based on choice, not commitment

  • Design a calm, welcoming purchase journey

  • Build trust using transparency + tactile storytelling

Designing a Calm & Intentional Purchase Experience

This mid-fidelity prototype demonstrates the main customer journey: subscribing to a refillable candle product. I focused on simplifying choices, gently communicating sustainability through design, and creating a seamless checkout flow. For the MVP, I wanted to reduce complexity by combining all options into a single guided purchase flow, avoiding unnecessary steps and decision fatigue while increasing conversion potential.

Branding and UI design

The visual direction balances natural warmth with refined simplicity. I developed a modern, earthy aesthetic using a muted palette, tactile textures, and minimal typography to reflect a calm, ritual-led brand experience. To bring the concept to life, I created custom product mockups and illustrations that showcase both the physical experience and emotional tone of the brand.