OVERVIEW
Emphasizing natural ingredients, Fresh lets customers experience the feeling of nature. Fresh leads the way in skincare products with safe, natural, effective ingredients.
PROBLEM
Inconsistent Visual Style: Product, banner, and lifestyle images lack cohesion.
Inconsistent Product Images: Lighting, shadows, and decorations vary.
Weak Interaction Feedback: Hover and click states lack clarity.
SOLUTION
Visual Consistency: Unify product images, banners, and lifestyle photos.
Unified Photography: Standardize lighting and shadows.
Stronger Interaction: Improve hover effects with distinct colors.
My Role
UI Design
UX Design
Team
Jiayi Li (Solo)
Duration
4 Months
Tools
Figma
Adobe CC
Jitter
01 CASE STUDY
02 RESPONSIVE DESIGN
A flexible layout system adapts Fresh’s bright, organic visual language across desktop, tablet, and mobile, ensuring a consistent and seamless shopping experience on every screen.
organic line and product card
• Organic lines emphasize the brand’s freshness.
• Each card is playfully designed based on the shapes of different types of products and the plant-based ingredients.
product detail and ingredient
• Users can step by step select the specific products they need on the PDP page, with clearer discount information and basic product descriptions.
• Use playful layout to spark users’ interest in learning about the key ingredients in the Soy Cleanser.
www.fresh.com
dark version
• For the dark version design, keep the line colors bright but slightly darker than in the light version.
• Use a dark gray background to make it comfortable for users’ eyes.
www.fresh.com
03 DESIGN SYSTEM
Fresh’s design system translates nature into a bright, caring, and effective digital experience through organic forms, vibrant colors, and ingredient-inspired visuals.
It brings natural ingredients to life while creating a sense of safety and trust.
Soy Face Cleanser
4.7
5589 Ratings
$78.00
(Value of $104)
Helps to calm, soothe, and provide a cooling effect.
Cucumber extract
JOURNAL
A skincare ritual built for mornings.
Soy proteins and amino acids gently cleanse without stripping. Pair with a balm for a softer finish.
5 min read · May 2026
Soy Face Cleanser
5589 Ratings
4.7
$78.00
(Value of $104)
Step 1: Cleanse
Grid System
Desktop:
12 Columns
Stretch
80 Margin
20 Gutter
Mobile:
4 Columns
Stretch
20 Margin
20 Gutter
04 KEY TAKEAWAYS
•Clear & Visual: Clean visuals make information easy to understand.
•Interactive & Helpful: Fun interactions guide better choices.
•Natural & Fresh: Visuals communicate Fresh’s natural qualities.
NEW YORK TIME:
WORK
Fresh
El Museo del Barrio
Coursicle
Storm
SITE
Home
Selected Work
Playground
About
CONNECT
Resume
JIAYI LI