Make buying feel as safe as the product is
Lapunzel sells ethical pet cosmetics: vegan ingredients, premium price. People arrived ready to buy and left without buying.
Not the price. The uncertainty
- Discovery
Which product fits my pet?
- Checkout
A new brand at a premium price, with no proof at the moment of paying.
- Price
Value wasn’t visible, so the price felt unjustified.
We asked before we redesigned
Research
- 50+
- Survey responses
- 15
- Interviews
Trust is a UX feature, not a marketing claim
People needed reassurance, not persuasion.
Proof where the doubt happens
- Decision
- Trust signals live inside the product and purchase flows.
- Chose
- Proof in the flow, over an About page.
- Because
- Reassurance only works at the right moment and place.
Vet-approved tags
Photo and video reviews
Real-time availability
Categories by use, not by anatomy
Before
- Fur
- Eyes
- Ears
After
- Shampoos and conditioners
- Balms and soaps
- Tonics and foams
Value before price
Ingredients
Origin
Purpose
Made scannable on every product, with guides linked from the products they explain.
From “Should I trust this?” to “This makes sense.”
Removing the reason someone hesitates mattered more than making it pretty.
Let’s make complex products easier to understand and trust
From fintech to AI-powered experiences, I turn complex ideas into products people feel confident using.
