Introduction
TrichoAfric is a holistic hair care system that blends plant-based ingredients and restorative rituals to support scalp health, hydration, and hair strength. The brand’s offerings span targeted systems such as the Braid Care System and the Follicle Flow System, designed for protective style maintenance, scalp nourishment, and hair growth support.
I redesigned TrichoAfric’s website to clarify its value proposition, streamline product discovery, and elevate the online experience to reflect its positioning as a natural, intentional, and results-driven hair care brand.
The Problem
I found that the existing site lacked a clear hierarchy and did not effectively differentiate TrichoAfric’s product systems or their benefits. Users struggled to navigate between protective style care and advanced scalp rejuvenation, while repetitive content failed to support conversion or build brand trust. This led to visitors dropping off before fully understanding the products or completing a purchase.
Landing Page
Redesign
I redesigned TrichoAfric’s website to improve visual hierarchy and create a cohesive narrative, emphasizing customer testimonials and the founder’s story. The updated flow guides users naturally through the brand experience, reinforcing trust, clarity, and the intentional, results-driven identity of the brand.
To better tell the story of the brand, I made two design decisions to improve the new landing page:
Visual & Content Hierarchy: Introduced typographic hierarchy, modular sections, and strategic spacing to improve ease of information analysis, making key benefits, ingredients, and rituals immediately readable.
Trust & Social Proof: Integrated enhanced testimonials and outcomes to reinforce efficacy and build credibility with new visitors while maintaining a natural, authentic brand tone.
Reflection
This redesign highlighted the impact of clear visual hierarchy and narrative clarity in health-focused e-commerce. By emphasizing customer stories and the founder’s journey, I guided users through the brand experience, improving comprehension, reducing friction, and aligning TrichoAfric’s identity with user expectations to drive engagement.
CoreSync
Product Design, UI Design, UX Design
Noble Cortex
Web Design, UI Design, UX Design
Altavine
Web Design, UI Design, UX Design
