NOWLET
Quarter-inch drill bits selling well doesn’t mean customers want quarter-inch drills.
This quote reflects how I approach product strategy through Blue Ocean thinking—separating feature demand from the real outcome users want. Instead of optimizing “what sells,” I focus on “what value is being delivered,” then design the experience around that value so the product can scale without adding unnecessary complexity or cost. This mindset also helps teams align quickly, because it reframes debates about features into a shared goal: delivering the outcome users actually care about while keeping the business model efficient.
Managing LOIT’s Slow-Moving Inventory and Expanding into Luxury Categories
For NOWLET, the goal was to build a modular, scalable e-commerce platform that could support a wide range of luxury product categories—fashion, electronics, home goods, and self-care—without losing the brand’s premium feel. I focused on designing an intuitive experience that made it easy to browse across different product lines while preserving a consistent luxury aesthetic.
We began by analyzing existing e-commerce platforms and pinpointing a common pain point: once categories diversify, navigation becomes cluttered and users lose orientation quickly. Based on these insights, we designed a flexible modular layout that could adapt to different product types and content needs. Each product line could follow the same structural system, while still allowing tailored presentation for items with different specs, imagery, and storytelling requirements.
Wireframing and prototyping helped us validate the category structure and browsing flow early. Through multiple rounds of user testing, we refined the layout, hierarchy, and interaction patterns to improve discoverability and reduce friction—especially when users moved between categories with very different shopping behaviors.
Because luxury is heavily driven by visuals, we treated high-quality imagery as a core product requirement, not a styling layer. We collaborated closely with photographers to ensure lighting, cropping, and composition matched the intended brand tone. This combination of a scalable modular system and strong visual standards allowed NOWLET to expand into new categories while maintaining consistency, clarity, and a luxury-grade user experience.