Engineering
Built the responsive React storefront, data-driven catalogue, ordering flow, SEO foundations, and deployment.
Frontend EngineeringProduct ManagementProject ManagementBeautyWorldwide2026
A Premium Hair Catalogue Built to Convert Conversations
DG Luxe needed more than a beautiful website. The brand needed a simple path from product discovery to a confirmed customer conversation.
DG Luxe Co. sells premium braiding hair in multiple styles and lengths. I built a responsive React storefront that presents the brand with a refined visual identity, makes the collection easy to browse, and turns customer selections into useful WhatsApp order messages. I also shaped the product journey, structured the catalogue, implemented the site’s search engine foundations, and managed delivery through production launch.
My contribution
How I contributed across engineering, product, and delivery.
Product
Structured product discovery and designed the product- and length-aware WhatsApp journey.
Delivery
Managed scope, client communication, implementation, and production handover.
The Challenge
The Business Needed Digital Commerce Without Unnecessary Complexity
DG Luxe needed a digital storefront that reflected the quality of its braiding hair products while fitting the way customers already discover, compare, and order each style.
01
A Premium Product Needed a Premium Digital Experience
DG Luxe sells products chosen through appearance, texture, length, and personal preference. A basic product list would not communicate the quality or elegance the brand wanted customers to associate with every bundle.
The website needed to feel considered at every touchpoint, from typography and colour to product imagery, interactions, and calls to action.
02
The Real Sales Process Happened in Conversation
Customers often need help choosing a style, length, quantity, delivery option, and final price. A traditional checkout would have added complexity before the business was ready to automate those decisions.
The right product decision was to support the existing WhatsApp sales workflow while making each conversation more informed and easier to start.
03
The Catalogue Had to Remain Easy to Manage
Styles, lengths, images, and availability can change frequently. The catalogue needed a clear data structure so products could be added, removed, reordered, or updated without rewriting page layouts.
The website also needed real page URLs and consistent metadata so the brand could build an owned, searchable presence beyond social media.
The Solution
What I Designed and Built
01
A Refined Brand-Led Storefront
I translated DG Luxe’s burgundy, rose, blush, and cream identity into a responsive interface that feels premium without becoming difficult to use. Editorial typography, restrained motion, product photography, and clear spacing create a consistent experience across the homepage, shop, About, and Contact pages.
The homepage establishes the value proposition quickly, introduces featured products, explains the ordering process, and gives high-intent customers direct access to the collection or WhatsApp.
02
A Product Catalogue Built Around Choice
Each product card presents the style, bundle weight, description, available lengths, and relevant product image. Selecting another length updates the active option and can also swap the image when a length-specific photograph is available.
Product content is stored in a central data file. The business can update the catalogue without editing the rendering logic across multiple pages.
03
WhatsApp Ordering With Useful Context
Every product order button generates a WhatsApp message containing the selected style and length. Different calls to action use different prefilled messages, so the business can understand the customer’s intent before replying.
Customers can also add several style and length combinations to a persistent order tray. The website combines those selections into one structured WhatsApp message, reducing repeated questions and making multi-item enquiries easier to manage.
04
Responsive and Accessible Interaction
The layout adapts from large desktop screens to compact mobile views, including a dedicated mobile navigation experience and product grids that collapse cleanly. Focus styles support keyboard users, and reduced-motion preferences disable non-essential animation.
Product images use lazy loading, alternate length images are preloaded for faster switching, and visible button feedback reassures customers while WhatsApp opens.
05
Search Engine and Deployment Foundations
Each route sets a unique page title, meta description, canonical URL, Open Graph data, and Twitter metadata. The homepage includes Organisation structured data, while robots.txt and a static XML sitemap help search engines discover the main routes.
React Router provides descriptive URLs for the homepage, shop, About, and Contact pages. A Cloudflare Pages rewrite supports direct visits to those routes, and the production website is deployed as a fast static build.
What Was Delivered
Everything Delivered for DG Luxe Co.
Responsive homepage, shop, About, Contact, and custom not-found pages
Centralised, data-driven product catalogue
Product length selection with optional length-specific imagery
One-tap WhatsApp ordering with product and length details
Multi-item order tray with combined WhatsApp messages
Intent-specific WhatsApp messages from different customer journeys
Mobile navigation and responsive product grids
Keyboard focus states and reduced-motion support
Lazy-loaded product imagery and image preloading for length changes
Unique titles, descriptions, canonical URLs, and social metadata
Organisation JSON-LD structured data
robots.txt, XML sitemap, and crawlable route structure
Cloudflare Pages deployment with SPA route rewrites
The Tech Stack
Technology Behind the DG Luxe Co. Online Presence
The Outcome
What the Website Now Enables
Customers Can Move From Browsing to Ordering in One Journey
A customer can discover the brand, compare styles, choose a length, and open a useful WhatsApp conversation without copying product names or explaining where they came from.
The order tray also supports customers considering several products, turning multiple selections into one organised message for the DG Luxe team.
The Brand Owns a Searchable Digital Storefront
DG Luxe is no longer limited to a social profile or an unstructured message thread. The business has a live domain with dedicated product, brand, and contact pages that can be indexed, linked, shared, and improved over time.
Page-specific metadata and structured data provide a stronger search foundation than a single generic landing page.
The Solution Fits the Current Business Model
The website does not force a payment gateway, customer account system, or backend into a sales process that still benefits from personal guidance. It digitises product discovery and order preparation while leaving final confirmation in WhatsApp.
That keeps the experience lightweight for customers and maintainable for the business, while preserving a clear path to add more commerce functionality later.
Client Review
“Element made the entire process straightforward and stress-free. Communication was clear, every deadline was met, and the quality of the final work exceeded my expectations.”
The Solution in Action
A Look at What Was Delivered for DG Luxe Co.
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