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Rocks-Off – Comfort, Confidence & Discretion

Role

Lead Designer

Services Provided

Brand Strategy, Website Design, Image Creation

Project type

Shopify Design & Development

Industry

Health & Wellness

Date

Designed during my time at Charle Agency (2023)

Website

Rocks-Off

Goal: Create a website experience that made sexual wellness shopping accessible, comfortable and discreet for every visitor, regardless of experience level or context. Role: Lead UX/UI Designer. Approach: Designed an interface that felt visually approachable rather than clinical, with careful attention to imagery, tone and information architecture so users could browse confidently in any setting, private or public. Built in privacy-conscious details throughout the journey, from product presentation to checkout messaging, to reduce hesitation at every step. Outcome: Delivered a shopping experience that balanced approachability with discretion, helping a sensitive category read as premium and trustworthy rather than uncomfortable.

Goals & Strategic Challenges: Build an intuitive, confidence-building browsing experience. Enable casual, public browsing without visual discomfort. Improve navigation and highlight the breadth of the product range (e.g., bullets, plugs, kits). Maintain brand authenticity while promoting discretion and inclusivity. One of the key challenges was designing for sensitive content while ensuring the site remained comfortable and trustworthy. Every touchpoint—from category naming to imagery—was crafted with care. To achieve this, I used inclusive lifestyle imagery representing all genders and avoided explicit visuals, ensuring the site didn’t overtly signal itself as an “adult” store.

Role & Responsibilities: I led the end-to-end design process, from user research and wireframing through to final UI design and implementation, with a strong focus on comfort, usability, and brand trust. Key responsibilities included: Redesigning the site architecture, navigation, and cart flow to support a smoother and more intuitive user journey. Creating UI components that balanced clarity, accessibility, and discretion. Ensuring full compliance with privacy, accessibility, and usability standards. Conducting user flow optimisation to simplify search and product discovery.

Approach & Research: I conducted a competitor analysis of discreet sexual wellness retailers to evaluate tone, language, and interface patterns. Based on these insights, I: Developed privacy-first UX wireframes with minimal visual exposure in menus and navigation. Introduced faceted search and category filters for faster, easier discovery. Simplified the checkout process to minimise friction and enhance confidence. Applied euphemistic labeling and created easy exit points to support users’ comfort in any context.

Outcome & Reflection: The redesign delivered measurable improvements in usability, navigation efficiency, and user comfort: Reduced bounce rates in user testing through improved navigation and search flow. Higher user comfort ratings in feedback sessions. Brand retained its bold, confident tone in private browsing, while remaining discreet and approachable in public view. This project was particularly rewarding as it challenged me to design beyond aesthetics—to create a user experience that respected emotional context, privacy, and trust, without compromising on brand expression.

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