Designing a joyful, sex-positive e-commerce experience for an award-winning intimate wellness brand.
Smile Makers needed a website that normalised sexual wellness — making it feel as approachable and joyful as any other self-care category, while celebrating the brand’s inclusive, sex-positive identity.
I developed a warm, vibrant design system with bold colour and playful typography that reflected the brand’s character. The UX centred on personalisation, with a product quiz guiding customers to the right match and educational content woven throughout.
An e-commerce experience as thoughtfully designed as the products themselves — one that treats pleasure as an everyday part of wellbeing and makes the shopping journey feel welcoming to everyone.