Beautiful Curly Me
More than a doll. A reflection of her.
A needs-led homepage for dolls, books, and confidence-building gifts. This direction connects the range to the moments families are shopping for, bringing Zoe Oli’s story and the brand’s purpose into the journey.
- Scope
- Design audit, UX research, Product architecture, Storefront concept
- Current store
- beautifulcurlyme.com
- Proposal
- Full project proposal
- Status
- Independent concept, not a client engagement
Step inside.
Move between the live concept, the design audit and the UX research. Any of them can open in a new tab.
The interactive storefront concept, shown at desktop width.
The thinking behind the redesign
The opportunity
A meaningful mission and a broad range lacked clear shopping routes, with valuable reviews hidden from product cards.
The direction
Organize the store around eight needs, connect dolls and books in useful bundles, and place trust signals where families make decisions.
Findings first.
Then the design.
Three findings from the design audit and three from the UX research, quoted from the documents. The personas are composites from the research, not real customers.
The design audit
- CRITICAL
237 dead currency links ship in the footer of every page
A keyboard or screen-reader user reaching the footer must traverse all of them to get to “Terms of Service”, and every crawler spends its budget on them.
- CRITICAL
Not one of the 55 collections has a description
There is no category copy anywhere on the site: nothing to orient a shopper landing from search, nothing for Google to rank.
- CRITICAL
Nine products per page across five pages
Seeing everything the brand sells requires four extra page loads, and nothing carries the shopper from one page to the next.
The UX research
- PERSONA
The Intentional Mom
A doll whose hair behaves like her daughter’s — and proof it survives being played with.
- PAIN POINT
Reviews are invisible
Bella carries 4.9★ from 191 reviews in the site’s own data — and a star rating appears on zero of the 40 product cards on the store.
- COMPETITORS
What nobody in this category has built
Checked across every direct competitor: not one shows star ratings on product cards.
Other stores.
Same closer look.
Every concept begins with a real storefront and ends with a working idea. Step inside another one.
- 01
Catalena Hatters
HERITAGE / CUSTOM HEADWEAR - 02
Life In A Dollhouse
LIFESTYLE / MINIATURE WORLDS - 03
Noelani Hawaii
JEWELRY / ISLAND SOUL - 04
Blush Out West
FASHION / WESTERN SPIRIT - 05
Orox Leather Co.
LEATHER GOODS / GENERATIONAL CRAFT - 06
Collarbone Jewelry
JEWELRY / PLAYFUL SELF-EXPRESSION - 07
Light My Candle Co.
HOME FRAGRANCE / EVERYDAY RITUALS - 08
Vontélle
EYEWEAR / INCLUSIVE FIT
The same care,
for your store.
Every concept here grew out of these packages. Pick the one your store needs first.
StrategyDesign Audit
A fresh pair of eyes. A clear next move.Delivered as a PDF report with annotated screenshots$99 USD
StrategyUX Research
Understand the people behind the purchase.Delivered as a PDF research report$99 USD
DesignTheme Redesign
Your brand’s story, in storefront form.Delivered as Figma design files, or a ready-to-import Shopify theme .zip with developmentFrom $599 USD
StrategyProduct Architecture
Make finding the right thing feel effortless.Delivered as a PDF plan with the navigation map$299 USD
ContentUGC Video Generation
Creator-style videos, without the shoot.Delivered as MP4 video files in 9:16$199 USD
SupportMonthly Maintenance
A little care. A shop that keeps getting better.Delivered live in your Shopify store, with a monthly summary$499 USD / month
Your store could be next.
Every concept here began with a real storefront and a closer look. Yours can start with a conversation.