YAY YAY

Client
YAY YAY, Japanese skincare webshop
Work
UX/UI design, user testing, e-commerce, content
Period
Jan – Jun 2026, via WDW Creative Studio
Red mesh bag filled with peaches and three skincare products: a dropper bottle, a pink jar and a white face balm

My role

Overview

YAY YAY sells Japanese skincare online. Customers had trouble getting through the cart to checkout. I tested the site with users and redesigned the parts that slowed them down.

User testing

I used think-aloud tests, where people say what they think while they shop. That shows exactly where they hesitate.

After each change I tested again, to make sure the fix didn’t create a new problem.

Layout

More whitespace, a clearer hierarchy and less information per screen. Products sit on white backgrounds, so each one stands out.

MacBook showing the YAY YAY home page: an orange campaign banner, a Launching soon hero with a product and two faces, and a row of press logos MacBook showing the YAY YAY Discover section with a row of product cards showing brand, name, rating and price
Phone showing the YAY YAY mobile shopping cart with one Regena Toner at 699 SEK, a discount field, the estimated total and an unlock-reward card above the checkout button
Visit the live site

The shopping cart

The cart was the biggest problem. It was cluttered, you couldn’t add or remove products, and it listed payment methods that showed up again on the next step. Some of them didn’t even work.

I took the payment methods out of the cart and added one clear Pay button, so the options only appear once, after you click it. The cart is now clean and easy to scan.

I also redesigned the navigation menu, so key information is easier to find.

Close-up of the YAY YAY pattern of black Y and A letters on white paper, reflected in pink tiles above a red wall

Content and imagery

I also published a weekly article with my own images, and uploaded product images and descriptions. This part followed YAY YAY’s guidelines and existing look.

Moodboard of YAY YAY brand material: round stickers, skincare on a tiled shelf, printed pattern posters, tote bags and a table with strawberry sandwiches
YAY YAY wordmark in black on a bright orange grid, with a vertical Japanese tag beside the first Y
Night street photographs from Tokyo in warm orange and green, layered with hand-drawn circles
Collage of pink, green and blue gua sha stones beside a vintage camera, with bubble textures

Result

Conversion went up after the changes. The figures are confidential.

What I learned

Removing things often helped more than adding them. Fewer steps and less information made the cart easier to use.