Natural Gold
Naturally Gold was created to educate and empower women of colour with kinky and tightly curled hair, celebrating the beauty of our natural textures.
Through Geraldine’s hair journey, she tested countless products designed for Black women, only to find that many contained harmful artificial ingredients. Living in London, she also noticed that high-quality products were often imported from the US, making them expensive and less accessible.
Tools
Figma/ Squarespace
Founded
2025
Industry
E-commerece
Role
UX Designer Web Design
Design a compelling e-commerce website focused on selling hair and beauty products specifically for black women. The goal is to create a digital platform that not only drives sales but also celebrates and empowers its audience with an authentic, culturally resonant experience.
Our solution delivers an inclusive and intuitive digital experience tailored for Black women. We began with in-depth research to understand unique user needs, which informed a vibrant visual identity and a streamlined, culturally resonant interface. By integrating strategic messaging throughout the site, we simplified the product discovery and purchase journey, ultimately reducing friction and boosting confidence. Iterative testing and refinements ensured that every design decision enhanced usability and fostered an authentic connection with our audience.
Ensure Product
Availability
& Convenience
Build Customer
Confidence
Through Social
Proof & Brand
Engagement
Solution
Integrate a user-generated content (UGC) gallery where customers can share photos and videos of their results, creating an authentic community around the brand.
Feature expert endorsements or testimonials from hair care professionals to reinforce product credibility.
Highlight real-time purchases (e.g. “Sarah from Manchester just bought this product!”) to create urgency and reinforce trust.
Optimise Mobile
Shopping
Experience for
Seamless Navigation
Solution:
Enhance mobile responsiveness, ensuring that product pages, navigation, and checkout flows are smooth on all devices.
Improve product images and descriptions by maintaining visual consistency and adding zoom-in features for better clarity.
Streamline the checkout process, offering multiple payment options like Apple Pay, Google Pay, and PayPal for faster transactions.
Home page
Shopping page
Item information
Users can seamlessly navigate the website to explore, purchase, and manage hair and skin products effortlessly. The experience is designed for clarity, enabling users to easily access ingredient details and usage instructions, ensuring informed purchasing decisions.
Learnings
Enhancing the
user
experience
Each design decision was strategically implemented to enhance the overall user experience, ensuring a seamless and intuitive purchasing journey. The interface prioritises clarity, allowing users to easily access essential product information, including detailed ingredient lists, to make informed purchasing decisions with confidence.4o
Iterative design
and testing are crucial
for refinement
This iterative approach allowed for continuous improvement based on user feedback, revealing insights we wouldn't have discovered otherwise. The experience reinforced the value of embracing an iterative design process with regular user testing. In future projects, I'll continue to emphasise this approach to ensure the final product is refined and truly user-friendly.
Cart Interaction
The cart interaction on the website is currently subtle, which may reduce visibility and user engagement. If refined, I would enhance the interaction to make it more noticeable and intuitive, ensuring users receive clear feedback when adding items to their cart.
Imagery issues
The current imagery lacks the necessary quality, resulting in an unpolished user experience. Enhancing image resolution and consistency will improve visual appeal, build trust, and create a more refined and professional feel.