the challenge
rebuilding trust through clarity and education
Typebea is a haircare brand created by Rita Ora and Anna Lahey, built around the connection between hair, confidence, and self-care. While the brand launched with strong momentum, misalignment between the initial target audience and the website experience began to create trust and conversion challenges.
Following a UX workshop with the team, several key issues emerged:
The brand direction no longer fully aligned with the intended audience
Key product information was difficult to access and digest
Ingredients, usage, and results weren’t being communicated clearly, leading to customer confusion and hesitation
The site lacked consistency and structure, undermining trust and purchase confidence
The priority was clear: improve clarity, rebuild trust, and create a product page experience that balanced education, storytelling, and conversion.
my role
Led end-to-end redesign of the product detail page (PDP)
Conducted UX workshops, audits, competitor benchmarking and feature prioritisation
Balanced conversion, education and brand storytelling throughout the design process
the approach
bridging education, trust and conversion
We began with a UX workshop to uncover pain points and align on priorities. From there, I conducted a full audit of typebea's existing product page experience, identifying gaps in structure, clarity and content hierarchy. To support our findings, we benchmarked against leading beauty and haircare brands to identify best practices and areas for differentiation.
From this work, we prioritised feature updates into must-haves, should-haves and could-haves to ensure that the redesign addressed the most critical issues first while allowing for future optimisation.
key design decisions
To surface product benefits, application, ingredients, and clinical results early — reducing friction, rebuilding trust and supporting confident purchasing.
Strengthened social proof
By elevating UGC, reviews, diverse customer profiles, and before & after imagery to build credibility and community connection.
Simplified product education
With clearer hierarchy, improved typography, FAQs and visual refinements to help customers quickly digest key information.
Introduced cross-sell opportunities
Through bundles, complementary product suggestions and subscription options to increase AOV and retention.
Improved usability
With step-by-step "How-To" visuals and direct access to supporting product information.
the impact
rebuilding confidence
The redesigned product page helped typebea bridge the gap between brand storytelling and customer trust. By simplifying information architecture, strengthening product education, and introducing upsell opportunities, we created a more confident, conversion-driven shopping experience that better aligned with the brand’s evolving audience.
Key highlights included:
Fully restructured PDP layout focused on clarity and education
Improved product storytelling, ingredient transparency, and usage guidance
Visual refinements to better support hierarchy, scannability, and brand expression
Introduced complementary product suggestions to support discovery and drive AOV
Results messaging integrated into decision points to build purchase confidence
Scalable PDP system built to support future product growth
measuring success
While the new updates are still currently in development, success would be reflected through:
Increased engagement with product education and ingredient information
Higher add-to-cart rates directly from product pages
Longer time spent on PDPs, indicating deeper engagement and trust
Lower exit rates from key PDPs
Higher average order value driven by complementary product discovery
Fewer customer support queries related to product use and results
