Lunafase
Design Goals
Reduce uncertainty when choosing fragrance online
Create a guided, intuitive discovery experience
Maintain a premium, editorial brand tone
Support confident purchase decisions
Audience & Insight
Lunafase is designed for design-conscious, lifestyle-driven consumers who value emotional connection in their purchases. While they enjoy premium brands and curated experiences, they often hesitate when buying fragrance online without the ability to smell before purchasing.
Emotional framing builds engagement, but users still rely on clear validation cues (such as mood, scent family, or intended occasion) to feel confident purchasing fragrance online.
Experience Overview
The experience centres around a guided discovery flow that helps users explore fragrance through mood and intention rather than technical terminology. Users begin with a short discovery quiz, receive a curated recommendation, and can then explore products or discovery sets before purchasing.
This structure reduces cognitive load while preserving a sense of exploration and choice.
Key Design Decisions
Used progressive disclosure across the discovery and purchase journey to reduce choice overload
Limited visible options per step to minimise cognitive fatigue, particularly for less confident fragrance buyers
Prioritised soft contrast, generous spacing, and editorial composition to reinforce a luxury tone without sacrificing clarity
Outcome & Testing
Usability testing included informal sessions with family members and an online usability study. Overall feedback indicated that both the discovery and purchase flows were intuitive and easy to complete, with users consistently describing the experience as calm, luxurious and sensory.
Highlights:
100% of participants rated the discovery flow 4–5 / 5 for ease and clarity
Users described the interface as "intuitive" and "very luxe"
Minor friction related to quiz selection clarity and scroll discoverability
Next Steps
Clarify quiz selection behaviour with subtle microcopy
Surface key fragrance details earlier on the results page
Revisit the visibility and positioning of the gift-finder flow