scentaddict
Redesigned Scentaddict to simplify fragrance discovery, clarify value, and modernise the subscription experience, driving higher engagement and conversion.
Overview
Situation
Whats the issue
What is Scentaddict: A subscription-based fragrance discovery service by The Fragrance Shop, delivering travel-size perfumes to allow users to sample before committing to full bottles.
The Challenge: The original website faced several UX issues: complex navigation, unclear value proposition, outdated design aesthetic, and a confusing subscription flow all leading to poor user understanding and subscriber conversion.
My Goal: Overhaul the UX and UI to create a seamless, visually appealing, intuitive subscription experience that clearly communicates benefits, improves discoverability, and reduces friction to subscription.
Research & Benchmarking
(CRO / RACE – Reach / Act)
Benchmarking: I analysed leading fragrance-subscription services (e.g. those similar to Scentaddict) to identify strengths and weaknesses including breadth of fragrance selection, personalised recommendations, flexibility, and UI clarity.
User & UX Findings (Pain Points):
The “choose gender” option repeated unnecessarily across pages felt outdated and irrelevant.
Lack of a quick, accessible login for users with existing subscriptions or store-purchased subscriptions created friction for returning users.
Value proposition and service benefits were buried; the “what is Scentaddict” explanation was too verbose and lacked clarity, reducing user trust and conversion potential.
Product lists were long and hard to browse; no effective filtering or hierarchy made discovery frustrating and increased chances of users bouncing.
Subscription onboarding and purchase flows were fragmented and unintuitive, increasing drop-off.
Insights for CRO / UX Strategy:
Need to clarify value and benefits early especially for new users or first-time visitors.
Navigation and content structure must be simplified; reduce unnecessary steps and redundant choices.
Improve product discovery and browsing with better filtering and layout.
Build trust and ease-of-use for both new and returning users to increase conversion and retention.
Strategy, Ideation & Prioritisation
Strategy:
Reimagine the homepage and site structure to deliver a clean, modern aesthetic and clear messaging.
Simplify subscription onboarding and login flows to reduce friction.
Improve product discovery and browsing experience to encourage exploration and conversion.
Communicate value proposition and subscription benefits clearly and early.
Tactics:
Redesign of homepage with hero banner, “already a member?” CTA, and clear USP messaging.
Implementation of brand-style refresh to give Scentaddict a distinct identity from the parent brand, while maintaining trust links.
Restructure product listing page (PLP) with fragrance-family categories, filtering by brand/gender/family, new arrivals and best-selling carousels.
Replace long vertical product scroll with more engaging horizontal/scroll-segmented layout to improve browsing engagement.
Simplify subscription flow & onboarding; highlight benefits upfront; make login and subscription paths clear.
Design
Process
Wireframes & Early Concepts
Created low-fidelity wireframes to reimagine page layout, navigation, subscription paths, product listing, and homepage hierarchy.
Defined page sections: hero + USP, “how it works”, fragrance categories, curated carousels, trust/social proof, call-to-action to subscribe or sign in.
High-Fidelity Mockups & Prototypes
Developed a refined visual design with consistent branding, modern aesthetic, clearer typography establishing a unique but trustworthy brand identity for Scentaddict.
Redesigned the homepage: added “Already a member?” CTA for returning users, prominent hero banner, and brand-carousels for best-selling fragrances for quick access.
Reworked product listing page: added fragrance-family categorisation, filtering (brand / gender / family), new arrivals, and improved visual hierarchy to reduce scroll fatigue.
Changed product grid from long vertical scroll to a more digestible horizontal/sectioned layout to keep users engaged and avoid overwhelming them.
Subscription Flow & Onboarding Redesign
Elevated “what is Scentaddict” / value-proposition section to top of the homepage so new visitors immediately grasp the offer.
Simplified flows for sign-up / login / subscription reducing friction, making subscription path clearer and more user-friendly.
Final Design & Solution
What the redesigned Scent Addict looks like now (final deliverables):
A sleek, modern homepage with clear value proposition and immediate call-to-action for both new and existing users.
A clean, intuitive product listing page with categories, filters, and curated carousels to support discovery.
A friction-reduced subscription and onboarding experience with clear explanations, improved navigation and login options.
Consistent brand identity visual elements that differentiate Scent Addict as a distinct service while retaining trust from the parent brand.
Interactive, user-centred product and browsing experience easier navigation, improved engagement, and more engaging UI.
Results & Impact
Intended Impact:
Simplified navigation and clear messaging increase clarity reducing user friction and improving conversion.
Better product discovery and browsing flow reduces drop-off, increases engagement, and encourages exploration.
Rebuilt subscription flow and onboarding lowers barriers for new users and returning customers making subscription uptake more likely.
Visual refresh and brand identity boost perceived value of the service, increasing trust and user recognition.
Overall a more user-centric, streamlined, and conversion-focused site that aligns with business goals (subscriptions, recurring revenue, brand experience).
Top 5 UX Wins
To modernise the Scentaddict experience and strengthen its identity as a trustworthy yet unique subscription service, I delivered several targeted UX, UI, and product improvements across the journey. Below is a summary of the five most impactful enhancements.
01
A Stronger First Impression & Brand Identity
I introduced a more playful, digestible, and modern visual language by integrating new Scentaddict brand elements while retaining subtle TFS familiarity for trust. The homepage is now shorter, easier to scan, and structured in clear sections that guide users through the service with confidence.
02
Homepage Reimagined for Clarity & Engagement
The homepage now delivers immediate clarity and improved functionality: “Already a member?” entry point for returning users. Onboarding / “What is Scentaddict?” moved higher for visibility. Quick-start CTA added to accelerate sign-ups. New USP brand strip carousel for discovery. Product previews now side-scroll instead of long vertical scroll. Fragrance-note previews enhance product understanding. Promotional banners and earlier placement of social-proof comments build trust. Footer simplified to its most-used element, now visually enhanced with video.
03
Improved Product Discovery on the Listing Page
The PLP was redesigned to reduce scroll fatigue, add visual rhythm, and help users find the right scents faster. Key updates include shorter scrolling, promotional banner breaks, new fragrance-family shortcuts at the top, and high-level filters for gender, brand, and fragrance family.
04
New Calendar Experience to Support Subscription Behaviour
The calendar now gives users a clear overview with simpler controls. A dedicated nav-bar entry point and contextual pop-ups make it easier to manage subscriptions.
05
More Engaging Atomiser Selection & a Cleaner Checkout Flow
Atomiser selection was redesigned to be more interactive and visually enticing, while the checkout was shortened and segmented for easier scanning. Each section is clearly defined, order totals remain persistently visible, and incomplete steps are indicated via a disabled CTA for added clarity and reduced friction.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
TFS App
A full UX redesign of The Fragrance Shop app, where I led the end-to-end experience from early concepts to development collaboration. The project focused on creating a smoother, more intuitive journey that supports engagement and repeat use.
scentaddict
Redesigned Scentaddict to simplify fragrance discovery, clarify value, and modernise the subscription experience, driving higher engagement and conversion.
Overview
Situation
Whats the issue
What is Scentaddict: A subscription-based fragrance discovery service by The Fragrance Shop, delivering travel-size perfumes to allow users to sample before committing to full bottles.
The Challenge: The original website faced several UX issues: complex navigation, unclear value proposition, outdated design aesthetic, and a confusing subscription flow all leading to poor user understanding and subscriber conversion.
My Goal: Overhaul the UX and UI to create a seamless, visually appealing, intuitive subscription experience that clearly communicates benefits, improves discoverability, and reduces friction to subscription.
Research & Benchmarking
(CRO / RACE – Reach / Act)
Benchmarking: I analysed leading fragrance-subscription services (e.g. those similar to Scentaddict) to identify strengths and weaknesses including breadth of fragrance selection, personalised recommendations, flexibility, and UI clarity.
User & UX Findings (Pain Points):
The “choose gender” option repeated unnecessarily across pages felt outdated and irrelevant.
Lack of a quick, accessible login for users with existing subscriptions or store-purchased subscriptions created friction for returning users.
Value proposition and service benefits were buried; the “what is Scentaddict” explanation was too verbose and lacked clarity, reducing user trust and conversion potential.
Product lists were long and hard to browse; no effective filtering or hierarchy made discovery frustrating and increased chances of users bouncing.
Subscription onboarding and purchase flows were fragmented and unintuitive, increasing drop-off.
Insights for CRO / UX Strategy:
Need to clarify value and benefits early especially for new users or first-time visitors.
Navigation and content structure must be simplified; reduce unnecessary steps and redundant choices.
Improve product discovery and browsing with better filtering and layout.
Build trust and ease-of-use for both new and returning users to increase conversion and retention.
Strategy, Ideation & Prioritisation
Strategy:
Reimagine the homepage and site structure to deliver a clean, modern aesthetic and clear messaging.
Simplify subscription onboarding and login flows to reduce friction.
Improve product discovery and browsing experience to encourage exploration and conversion.
Communicate value proposition and subscription benefits clearly and early.
Tactics:
Redesign of homepage with hero banner, “already a member?” CTA, and clear USP messaging.
Implementation of brand-style refresh to give Scentaddict a distinct identity from the parent brand, while maintaining trust links.
Restructure product listing page (PLP) with fragrance-family categories, filtering by brand/gender/family, new arrivals and best-selling carousels.
Replace long vertical product scroll with more engaging horizontal/scroll-segmented layout to improve browsing engagement.
Simplify subscription flow & onboarding; highlight benefits upfront; make login and subscription paths clear.
Design
Process
Wireframes & Early Concepts
Created low-fidelity wireframes to reimagine page layout, navigation, subscription paths, product listing, and homepage hierarchy.
Defined page sections: hero + USP, “how it works”, fragrance categories, curated carousels, trust/social proof, call-to-action to subscribe or sign in.
High-Fidelity Mockups & Prototypes
Developed a refined visual design with consistent branding, modern aesthetic, clearer typography establishing a unique but trustworthy brand identity for Scentaddict.
Redesigned the homepage: added “Already a member?” CTA for returning users, prominent hero banner, and brand-carousels for best-selling fragrances for quick access.
Reworked product listing page: added fragrance-family categorisation, filtering (brand / gender / family), new arrivals, and improved visual hierarchy to reduce scroll fatigue.
Changed product grid from long vertical scroll to a more digestible horizontal/sectioned layout to keep users engaged and avoid overwhelming them.
Subscription Flow & Onboarding Redesign
Elevated “what is Scentaddict” / value-proposition section to top of the homepage so new visitors immediately grasp the offer.
Simplified flows for sign-up / login / subscription reducing friction, making subscription path clearer and more user-friendly.
Final Design & Solution
What the redesigned Scent Addict looks like now (final deliverables):
A sleek, modern homepage with clear value proposition and immediate call-to-action for both new and existing users.
A clean, intuitive product listing page with categories, filters, and curated carousels to support discovery.
A friction-reduced subscription and onboarding experience with clear explanations, improved navigation and login options.
Consistent brand identity visual elements that differentiate Scent Addict as a distinct service while retaining trust from the parent brand.
Interactive, user-centred product and browsing experience easier navigation, improved engagement, and more engaging UI.
Results & Impact
Intended Impact:
Simplified navigation and clear messaging increase clarity reducing user friction and improving conversion.
Better product discovery and browsing flow reduces drop-off, increases engagement, and encourages exploration.
Rebuilt subscription flow and onboarding lowers barriers for new users and returning customers making subscription uptake more likely.
Visual refresh and brand identity boost perceived value of the service, increasing trust and user recognition.
Overall a more user-centric, streamlined, and conversion-focused site that aligns with business goals (subscriptions, recurring revenue, brand experience).
Top 5 UX Wins
To modernise the Scentaddict experience and strengthen its identity as a trustworthy yet unique subscription service, I delivered several targeted UX, UI, and product improvements across the journey. Below is a summary of the five most impactful enhancements.
01
A Stronger First Impression & Brand Identity
I introduced a more playful, digestible, and modern visual language by integrating new Scentaddict brand elements while retaining subtle TFS familiarity for trust. The homepage is now shorter, easier to scan, and structured in clear sections that guide users through the service with confidence.
02
Homepage Reimagined for Clarity & Engagement
The homepage now delivers immediate clarity and improved functionality: “Already a member?” entry point for returning users. Onboarding / “What is Scentaddict?” moved higher for visibility. Quick-start CTA added to accelerate sign-ups. New USP brand strip carousel for discovery. Product previews now side-scroll instead of long vertical scroll. Fragrance-note previews enhance product understanding. Promotional banners and earlier placement of social-proof comments build trust. Footer simplified to its most-used element, now visually enhanced with video.
03
Improved Product Discovery on the Listing Page
The PLP was redesigned to reduce scroll fatigue, add visual rhythm, and help users find the right scents faster. Key updates include shorter scrolling, promotional banner breaks, new fragrance-family shortcuts at the top, and high-level filters for gender, brand, and fragrance family.
04
New Calendar Experience to Support Subscription Behaviour
The calendar now gives users a clear overview with simpler controls. A dedicated nav-bar entry point and contextual pop-ups make it easier to manage subscriptions.
05
More Engaging Atomiser Selection & a Cleaner Checkout Flow
Atomiser selection was redesigned to be more interactive and visually enticing, while the checkout was shortened and segmented for easier scanning. Each section is clearly defined, order totals remain persistently visible, and incomplete steps are indicated via a disabled CTA for added clarity and reduced friction.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
TFS App
A full UX redesign of The Fragrance Shop app, where I led the end-to-end experience from early concepts to development collaboration. The project focused on creating a smoother, more intuitive journey that supports engagement and repeat use.
scentaddict
Redesigned Scentaddict to simplify fragrance discovery, clarify value, and modernise the subscription experience, driving higher engagement and conversion.
Overview
Situation
Whats the issue
What is Scentaddict: A subscription-based fragrance discovery service by The Fragrance Shop, delivering travel-size perfumes to allow users to sample before committing to full bottles.
The Challenge: The original website faced several UX issues: complex navigation, unclear value proposition, outdated design aesthetic, and a confusing subscription flow all leading to poor user understanding and subscriber conversion.
My Goal: Overhaul the UX and UI to create a seamless, visually appealing, intuitive subscription experience that clearly communicates benefits, improves discoverability, and reduces friction to subscription.
Research & Benchmarking
(CRO / RACE – Reach / Act)
Benchmarking: I analysed leading fragrance-subscription services (e.g. those similar to Scentaddict) to identify strengths and weaknesses including breadth of fragrance selection, personalised recommendations, flexibility, and UI clarity.
User & UX Findings (Pain Points):
The “choose gender” option repeated unnecessarily across pages felt outdated and irrelevant.
Lack of a quick, accessible login for users with existing subscriptions or store-purchased subscriptions created friction for returning users.
Value proposition and service benefits were buried; the “what is Scentaddict” explanation was too verbose and lacked clarity, reducing user trust and conversion potential.
Product lists were long and hard to browse; no effective filtering or hierarchy made discovery frustrating and increased chances of users bouncing.
Subscription onboarding and purchase flows were fragmented and unintuitive, increasing drop-off.
Insights for CRO / UX Strategy:
Need to clarify value and benefits early especially for new users or first-time visitors.
Navigation and content structure must be simplified; reduce unnecessary steps and redundant choices.
Improve product discovery and browsing with better filtering and layout.
Build trust and ease-of-use for both new and returning users to increase conversion and retention.
Strategy, Ideation & Prioritisation
Strategy:
Reimagine the homepage and site structure to deliver a clean, modern aesthetic and clear messaging.
Simplify subscription onboarding and login flows to reduce friction.
Improve product discovery and browsing experience to encourage exploration and conversion.
Communicate value proposition and subscription benefits clearly and early.
Tactics:
Redesign of homepage with hero banner, “already a member?” CTA, and clear USP messaging.
Implementation of brand-style refresh to give Scentaddict a distinct identity from the parent brand, while maintaining trust links.
Restructure product listing page (PLP) with fragrance-family categories, filtering by brand/gender/family, new arrivals and best-selling carousels.
Replace long vertical product scroll with more engaging horizontal/scroll-segmented layout to improve browsing engagement.
Simplify subscription flow & onboarding; highlight benefits upfront; make login and subscription paths clear.
Design
Process
Wireframes & Early Concepts
Created low-fidelity wireframes to reimagine page layout, navigation, subscription paths, product listing, and homepage hierarchy.
Defined page sections: hero + USP, “how it works”, fragrance categories, curated carousels, trust/social proof, call-to-action to subscribe or sign in.
High-Fidelity Mockups & Prototypes
Developed a refined visual design with consistent branding, modern aesthetic, clearer typography establishing a unique but trustworthy brand identity for Scentaddict.
Redesigned the homepage: added “Already a member?” CTA for returning users, prominent hero banner, and brand-carousels for best-selling fragrances for quick access.
Reworked product listing page: added fragrance-family categorisation, filtering (brand / gender / family), new arrivals, and improved visual hierarchy to reduce scroll fatigue.
Changed product grid from long vertical scroll to a more digestible horizontal/sectioned layout to keep users engaged and avoid overwhelming them.
Subscription Flow & Onboarding Redesign
Elevated “what is Scentaddict” / value-proposition section to top of the homepage so new visitors immediately grasp the offer.
Simplified flows for sign-up / login / subscription reducing friction, making subscription path clearer and more user-friendly.
Final Design & Solution
What the redesigned Scent Addict looks like now (final deliverables):
A sleek, modern homepage with clear value proposition and immediate call-to-action for both new and existing users.
A clean, intuitive product listing page with categories, filters, and curated carousels to support discovery.
A friction-reduced subscription and onboarding experience with clear explanations, improved navigation and login options.
Consistent brand identity visual elements that differentiate Scent Addict as a distinct service while retaining trust from the parent brand.
Interactive, user-centred product and browsing experience easier navigation, improved engagement, and more engaging UI.
Results & Impact
Intended Impact:
Simplified navigation and clear messaging increase clarity reducing user friction and improving conversion.
Better product discovery and browsing flow reduces drop-off, increases engagement, and encourages exploration.
Rebuilt subscription flow and onboarding lowers barriers for new users and returning customers making subscription uptake more likely.
Visual refresh and brand identity boost perceived value of the service, increasing trust and user recognition.
Overall a more user-centric, streamlined, and conversion-focused site that aligns with business goals (subscriptions, recurring revenue, brand experience).
Top 5 UX Wins
To modernise the Scentaddict experience and strengthen its identity as a trustworthy yet unique subscription service, I delivered several targeted UX, UI, and product improvements across the journey. Below is a summary of the five most impactful enhancements.
01
A Stronger First Impression & Brand Identity
I introduced a more playful, digestible, and modern visual language by integrating new Scentaddict brand elements while retaining subtle TFS familiarity for trust. The homepage is now shorter, easier to scan, and structured in clear sections that guide users through the service with confidence.
02
Homepage Reimagined for Clarity & Engagement
The homepage now delivers immediate clarity and improved functionality: “Already a member?” entry point for returning users. Onboarding / “What is Scentaddict?” moved higher for visibility. Quick-start CTA added to accelerate sign-ups. New USP brand strip carousel for discovery. Product previews now side-scroll instead of long vertical scroll. Fragrance-note previews enhance product understanding. Promotional banners and earlier placement of social-proof comments build trust. Footer simplified to its most-used element, now visually enhanced with video.
03
Improved Product Discovery on the Listing Page
The PLP was redesigned to reduce scroll fatigue, add visual rhythm, and help users find the right scents faster. Key updates include shorter scrolling, promotional banner breaks, new fragrance-family shortcuts at the top, and high-level filters for gender, brand, and fragrance family.
04
New Calendar Experience to Support Subscription Behaviour
The calendar now gives users a clear overview with simpler controls. A dedicated nav-bar entry point and contextual pop-ups make it easier to manage subscriptions.
05
More Engaging Atomiser Selection & a Cleaner Checkout Flow
Atomiser selection was redesigned to be more interactive and visually enticing, while the checkout was shortened and segmented for easier scanning. Each section is clearly defined, order totals remain persistently visible, and incomplete steps are indicated via a disabled CTA for added clarity and reduced friction.
Want to
see more?
Browse my other projects to explore how I approach UX, UI, and product design across a range of challenges.
The Fragrance Shop
TFS App
A full UX redesign of The Fragrance Shop app, where I led the end-to-end experience from early concepts to development collaboration. The project focused on creating a smoother, more intuitive journey that supports engagement and repeat use.