Turning a Product Catalogue
into a Decision System
ROLE
Lead Designer
PLATFORM
Website
TIMELINE
Jan - Mar 2026
CONTRIBUTION
Product Design, UX Strategy,
Visual Design, Information
Architecture
Atharva is a spice brand focused on quality and consistency. This project focused on creating an e-commerce experience while making product discovery and purchasing seamless. I led the end-to-end website design, shaping both the visual identity and user experience to create a cohesive digital presence.
Overview
Purchasing PRODUCTS online can be overwhelming—websites are often cluttered, lack clear product information, or fail to communicate trust. I addressed this by offering a clean, structured browsing experience that highlights product details, origin, and trust factors without overwhelming the user. The design combines strong visual storytelling with intuitive navigation, enabling users to easily explore categories, understand product value, and make confident purchase decisions. By balancing tradition with a modern interface, the platform elevates brand perception while ensuring scalability for future growth. Impact
DESIGN THINKING APPROACH
Enhancing discoverability with structured categorization and filters
Navigation and discovery were unstructured, especially across multiple spice categories and A
Users struggled to compare products quickly due to poor hierarchy and overwhelming layouts
Trust signals and brand credibility were missing, reducing confidence for first-time buyers
Products lacked visual storytelling, making spices feel generic instead of premium and authentic
Simplifying browsing and decision-making for users
Contact and support experiences were overly transactional
The overall shopping journey lacked emotional connection, despite food being deeply cultural and sensory
DESIGN DECISIONS & PROBLEM SOLVING
The design focused on making the website visually engaging, easy to navigate, and product-focused while improving the overall shopping experience. Emotion-Driven Homepage Experience - Creates a strong first impression while helping users immediately understand the brand and product category.
Design Decisions
Problem Solving
The product listing page was redesigned to make browsing simple, organized, and scalable.
Helps build trust while reducing dependency on customer support.
Users can now quickly discover products without feeling overwhelmed, improving usability and shopping efficiency.
Added quick CTA buttons for faster product exploration
The FAQ section was designed to reduce hesitation and answer common customer concerns in a minimal, digestible format.
Areas of Focus
My role extended beyond screens — it involved shaping how the entire product experience behaves.
Atharva Website
I designed the complete website experience from scratch — including: information architecture, product categorization, navigation systems, product detail pages, responsive layouts
The focus was on creating a system that scales with product variety while remaining simple for users.
Product Discovery & Navigation
I restructured how products are grouped and accessed, ensuring users can move from broad categories to specific items without friction. This reduced the need for search-heavy behavior and improved browsing flow.
Visual Language
I established a clean and consistent visual system that balances: traditional brand identity & modern usability standards The goal was to make the brand feel both familiar and credible in a digital context.
End-to-End Experience
From landing to product selection to checkout, every step was designed to minimize confusion and support decision-making.
Impact
+40% improvement in product
discoverability
−35% reduction in product
search time
Scalable architecture supporting
100+ products
+50% increase in perceived
brand trust