Freyja - UI/UX Design

Designing an online community for beauty enthusiasts



Escentials, Luxasia

Product Designer


One month


2 designers, UX Lead, 1 PM, 1 Tech Lead


It all started when the product team of Escentials flew to India to discuss a project with us. by Luxasia is a beauty, fragrance and cosmetics e-commerce site (they also have physical stores) that has set high standards in Singapore by staying relevant to ever-changing lifestyles and preferences of the individual. Escentials provides a spellbinding selection of the finest beauty products from the world over.
The objective of the project was to design an online community of beauty enthusiasts that would sit in the existing e-commerce site of Escentials. This community should generate greater sales of the products and also engage the audience with quality content.

Design Sprint — What exactly are we trying to solve?

We started off with a 2-day design sprint where we figured out the most important aspects of the community and how to tackle them while aligning with business goals.

Day 1:

We followed the Design Sprint process by Jake Knapp. Personally, it was an amazing experience for me as it was my first Design Sprint. Thinking spontaneously really bought out my raw creative side and compelled me to ask the right questions. 

Day 2:

of the sprint was more of figuring out other aspects of the product — like integrations with social media technology and the back-end they’d be using to pull in data from Instagram and Facebook (Olapic was what they used).


Key Takeaways 

  1. The primary revenue generating aspect is the marriage of the ESC Community with ESC e-commerce.

  2. Influencers will bring in the user following.

  3. We need insights into what the target users (People who are users of cosmetics and are into the makeup industry).

  4. Understanding the tech behind the platform (how will content come into the site? etc)

The objective of this project was to design an online community of beauty enthusiasts that would sit in the existing e-commerce site of Escentials by Luxasia. This community should generate greater sales of the products in the e-comm site and also engage the audience with quality content.

Problem Statement

Research—understanding the users & the business

My process

After the sprint, I reflected on our outcomes and tried to define the problem better. I signed up on various of their competitor sites to evaluate them. I started following beauty influencers on Instagram to see what beauty enthusiasts (target users) engaged with. We had good insights from focus groups and user interviews based out of Singapore and Philipines (where most of our user base was) and formed two broad user personas:

I did a bit of competitor analysis and mapped out the various aspects that makes a good digital community and that Freyja must cover.

Ideating - Structure and solutioning

Once I had done my research and scribbled out ideas, my teammate and I got together with our lead and came up with a broad structure for the 'Community' page within We came up with a platform that would cater to most of the pain points of our users and help the business. Win-win!

User flows

These are a few user flows I worked on:

Flow for Tagged Products and Posting a Comment

Flows for discovery from E-comm to Community and vice-versa

Sketching & Wireframing

I believe problem-solving and sketching are interlinked in product design — I say this because I sometimes come up with alternate and better solutions in this phase than the research phase. 
Note: These include wireframes for the webapp from all iterations and may not be the final product wireframes.

Design challenges

Problem solving - I believe this is where the true heart of digital product design lies. Here are some of the challenges I faced (and eventually solved):

  • Interlinking Community & E-commerce: We came up with the concept of “Tagged products”, where users can tag products associated with their selfies/looks which links to the products in the e-comm site. The challenge here was to drive sales without losing user engagement. a) The post can’t be too long b) But the products need to be shown upfront to drive sales c) and there needs to be a selling point (a discount, maybe?). Final Outcome:

  • Groups, Topics or Hashtags? This was a major challenge until the end since all three compete to be one of the main aspects of a digital community. After quite a bit of research, we settled on Groups, as Topics or Hashtags become very vast in the cosmetics world. a) Groups are very scale-able. b) The learning curve for new users will be steeper for topics or hashtags. c) Hashtags can be explored through posts pulled from Instagram. 

  • Sessions: Imagine you’re a girl within the 20-30 age range (practicing empathy), you love looking like a boss, and you have these makeup model idols  that you follow and aspire to be like. What if you got a chance to ask them questions, live, 1 on 1? That was the idea behind Sessions. This section required a lot of thought as we had to build it from scratch. But I also think this was a boon as we could experiment more and build it as a standalone module of the community.

  • There were several other such roadblocks that we came across, for which we eventually came up with decent solutions. I’d say this is where most of my work lay and I learned a ton.

Testing & Iterations

After the first round of wireframes, we made InVision prototypes. The clients tested this out with their focus group of beauty enthusiasts and influencers of varying ages. 

The feedback was surprising — Most of them were confused with the feed format of the home page (Fig.1). So we now had to rethink the onboarding structure of the community after login/signup. After brainstorming, and a couple of sketches and designs later, we came to the conclusion that the homepage should be a simple entry point to all of the other pages. It gave the user an understanding of what the Freyja community was all about. We came up with Fig.2 as the community home page. This breaks traditional onboarding norms and is more of a landing page.

Fig. 1

Fig. 2

Visual Design - website

Impact - what users say about Freyja

Conclusion - To infinity and beyond

This was my first major project in UI/UX Design. I learnt vast amounts about design, people, time management and teamwork. I was never someone who’d be interested in the area of beauty or fashion, this project put me way out of my comfort zone and pushed me beyond my boundaries. I realised that the true power of designers lie in solving problems for the users, in whichever field it may be.

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