Rituals is a global lifestyle brand built around the philosophy of slowing down and transforming everyday routines into meaningful moments. As the brand continued to expand internationally, Rituals.com needed to evolve into a more immersive and scalable digital flagship.
The challenge was to elevate the product experience across a large and complex ecommerce platform while supporting both brand storytelling and commercial performance.
The redesign established the foundation for Rituals’ global ecommerce platform, supporting thousands of products across multiple markets.
Working within a multidisciplinary design team of UX, UI, service, and motion designers, we redesigned the platform to create a more intuitive and inspiring shopping experience.
A minimal and refined interface where vibrant imagery, video, and product storytelling take centre stage.
Every page was carefully crafted - from the UI framework and design system to the content structure and interactive components.
The new platform introduced a visually driven interface designed to simplify navigation while highlighting Rituals’ rich product content.
Features such as shoppable video, interactive imagery, scroll-based product storytelling, and dynamic product modules were developed to support discovery while maintaining a seamless path to purchase.
I contributed to the design of key pages and components across the platform, translating Rituals’ visual identity into a clear digital design language. As the project evolved, my role expanded into digital art direction and design direction, helping shape the platform’s visual expression and guide the overall design direction of the experience.
