Creating these personas helped uncover the unique goals and challenges of Opaline's audience, from the Stylish Homemaker seeking curated conversation pieces, to the Design Enthusiast sourcing bold statement lighting, to the Practical Aesthetic Seeker balancing value with quality. Together, these profiles represent the diverse ways our customers shop, make decisions, and engage with e-commerce sites. Grounding the design process in their needs directly resulted in a website experience that feels tailored, trustworthy, and engaging.

To extend the brand beyond the website, a seasonal email blast was designed introducing Opaline’s winter edit. The goal was to highlight curated collections in a way that felt inspiring yet shoppable, bringing warmth and personality to the inbox. The layout emphasized bold imagery, concise copy, and clear calls-to-action, making it easy to scan and act on—particularly for users browsing quickly on mobile.

As part of the larger user journey, the email was designed to connect seamlessly with the site experience. By aligning tone, hierarchy, and navigation patterns, it reinforced brand recognition and reduced cognitive effort as users moved from inbox to store.