DWB BEAUTY
ROLE:
2021-2023 // VISUAL DESIGNER AT ELVA DESIGN GROUP
DELIVERABLES:
ECOMMERCE
UI/UX
SYSTEMS DESIGN
CLIENT:
ELVA X DWB BEAUTY
DWB Beauty is a clinical, results-driven skincare brand with a growing product line that required a digital experience to match its elevated positioning. This project brought together brand expression, e-commerce design, and UI system thinking to create an experience that felt trustworthy, refined, and consistent at scale.
THE CHALLENGE
Translating DWB’s clinical credibility into a compelling online experience required navigating a few nuanced tensions: how to feel scientific without sterile, refined without cold, and brand-forward without obstructing ease of use.
The existing structure lacked a consistent visual language and reusable patterns, which made maintaining hierarchy and clarity, especially across product catalog, detail, and discovery moments, a challenge. This was as much about visual alignment as it was about creating predictable, usable components that could scale.
Initial explorations focused on establishing a system that could support multiple templates from product grids to detail pages without feeling disjointed.
VISUAL DIRECTION
The visual system was refined to unify brand and interface. We introduced a structured type and color system that emphasized readability and hierarchy without diluting the brand’s elevated aesthetic. Existing iconography and visual rhythm were aligned across screens to ensure continuity and recognition.
This system wasn’t created for a single screen; it was designed so the brand could grow new products, new collections, and new content without losing cohesion.
SHOPPING WITH EASE
Once the design system was approved, I expanded it into a scalable component library that the DWB team could easily maintain within Shopify.
This included reusable modules for product tiles, quick-view states, hero layouts, content blocks, storytelling sections, ratings, badges, and mobile-ready navigation patterns. Each component was designed for flexibility, ensuring that the team could build new pages without sacrificing consistency.
CREATING TRUST
To enrich the user experience, we designed a flexible education system that includes blogs, videos, photography, lists, icons, and gifs. This multi-format approach allows complex skincare concepts to be communicated with clarity and ease.
Together, the modules form a robust learning hub that empowers users with practical, trustworthy insights throughout their skincare journey.
THE RESULT
The redesign elevated DWB’s digital presence by translating Dr. Bowe’s minimalist, science-backed brand into a cohesive e-commerce experience.
The new system streamlines the shopping journey across CLP, PDP, and checkout touchpoints, while the scalable design system ensures consistency as the product line grows. Together, these improvements create a more intuitive, trustworthy, and future-ready Shopify experience.