A premium mask brand built from the ground up.
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KandyMask launched in India during COVID-19, importing clinically certified premium face masks for Tier 1 city audiences. The product was exceptional. The digital experience was not. The brief was straightforward: build a Shopify store worthy of the product and the buyer.
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| Title | KandyMask e-commerce |
|---|---|
| My role | UI/UX Designer |
| Team | 1 PM, 1 Developer, 1 UI/UX Designer |
| Timeline | March 8, 2021 → April 3, 2021 |
| Project Type | Client |
| Tools Used | Figma · Miro · SurveyMonkey · Shopify |
| Market | India - Tier 1 Cities |
50+ Screens Designed Desktop and Mobile
97% Mobile Traffic Mobile-traffic Priority
40+ Custom Icons Created Brand icon library
10 Nielsen Laws Applied Full heuristic evaluation
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My scope covered the full design lifecycle. User research, a complete heuristic evaluation of the existing site, a brand-new design system in Figma, 40+ custom icons, user flow mapping on Miro, and 24 to 30 screens per device before developer handoff and implementation review.
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A premium product. A broken experience.
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KandyMask sold masks that met clinical approval standards in the UK, the US, and parts of Asia. The product was genuinely exceptional. But the website was telling an entirely different story, and the numbers proved it.
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"Our conversion even after paid marketing is 0.6%, which is too low for our industry. I would like to have a UX that could give us at least 5% of the conversion."
The site was losing buyers before they had a chance to trust the product. On mobile, where 97% of traffic arrived, the experience was clunky and visually inconsistent. Key certifications were buried. The shop page was flat.
97% Mobile - 0% Optimized
Almost all traffic came from phones. The site had no mobile optimization at all.
0.6% Conversion Rate
Even with paid marketing, the site converted at a fraction of industry benchmarks.
Not Premium Enough
VIP and VVIP buyers in Tier 1 cities expected a luxury-level experience. The site fell short.
No Design System
There is no color system, no type rule, and no component consistency across any page.
USPs Were Invisible
Clinical certifications and filtration efficiency were buried, not showcased.
Poor Checkout Experience
Missing autofill, no breadcrumbs, unclear cart states, and friction at every step.
The checkout was missing basic conveniences like autofill. There was no design system, no color language, and no coherent visual identity connecting the premium product to the experience a real buyer encountered.
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