Kaila Greatness - BALAEYON

Overview

BALAEYON is a Black-owned, woman-owned, vegan, and cruelty free skincare and wellness company founded in 2020 by beauty expert and celebrity makeup artist RaeDawn Johnson. Since being founded their products have been featured in Oprah's Favorite Things 2023 and 2024.

Starting June 2025, I joined BALAEYON as the Graphic Design and Creative Intern. In September 2025, I was promoted to UX/UI Designer and Graphic Designer with the mission to not only design graphics for social media but, completely re-brand, enhance the user experience, increase brand recognition, and sales.

Background

Role: UX/UI Designer, Graphic Designer, Design Consultant

Team: Company CEO, Business Strategist, Upwork Developer

Timeframe: January - February 2026 (3 Weeks)

Tools: Adobe Photoshop, Figma, Shopify

Skills: Wireframing, Prototyping, Graphic Design, UX Design

Project Goal: The official deliverables for the Balaeyon Website Redesign Proposal are to create an overall new brand and polished professional website. The overall design process included sketches, wireframing, color theory, mood board curation, user personas, and ultimately implementing designs onto a high-fidelity screens (for actual implementation).

Pain Points ❌
The official BALAEYON website is cluttered with imagery and inconsistency. The brand lacks cohesiveness and official branding identity due to inconsistencies in typography, color scheme, visual hierarchy, and overall user experience. This lack of uniformity can affect brand recognition and user engagement.

My Proposed Solution ✅
Create a recognizable brand image. Develop a comprehensive redesign proposal that enhances brand consistency, improves usability, and elevates the overall aesthetic to better reflect BALAEYON’s identity and connect with its target audience.

Mood Board

User Personas

Branding

Branding Process 🎨

Before finalizing a re-design website proposal, BALAEYON needed a consistent brand image. Prior to my role, the signature font was a serif font called Quincy with an unidentified seafoam/teal color palette. The former logo's contrast was low on lighter backgrounds. The new branding standards included a refresh of a sans-serif brand and body font, defined color palette, and an iconic and symbolic logo mark.

Home Page Wireframe

Dew Better Wireframe

Products Wireframe

Wireframe Synopsis 📱

While drafting the wireframes for the BALAEYON's mobile website, the aim was to simplify the format to avoid inundating users. To create a more intuitive layout with cohesive branding across all pages, I prioritized a concise navigation system, consistent typography and color that enhanced accessibility and engagement (such as the hero bar of the hero products on home page).

Final Screens

Home Screen

Products Screen

Product Info Screen

About Screen

Dew Better Screen

Reflections 🔆

Don't Make It Difficult for Customers to Buy

I recommend eCommerce companies not making too difficult or challenging for customers to give them their money. Prior to the website redesign, BALAEYON did not have what I call a "hero bar" or quick links to purchase the hero products (i.e., Dew Away, Dew Revive, and Dew Revive Petite) on the home page. Adding the three featured products directly on the home page drives sales and maintains interest with quick accessibility of products. Impulse buyers can lose interest within seconds, providing quick links streamlines a higher quantity of fast sales.

Minimalistic Design Goes a Long Way

Making the website not only led to a jump in engagement but also sales. Having no more than four pages in the navigation, de-cluttered verbiage/effects, and simplistic layout provides a positive user experience. I also recommended the BALAEYON switch to a font with higher readability that can maintain consistent across all platforms. Follwing the principles of Hick's Law and applying it to eCommerce websites allows time shopping to logarithmically decrease with fewer number of options.

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