Christine Ashley Designs | A Beautiful Experience for Every Body

A Beautiful Digital Experience for Every Body

Working with ICEE Social, I served as the Lead Designer for the full website redesign for Fur, transforming its Shopify experience into a more intuitive, educational, and distinctly branded destination for intimate body care.

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Clients

Fur

ICEE Social

Services

UX & Website Redesign

Tools

Figma

Shopify

Website

Furyou.com

About

Making Intimate Care More Approachable

Fur got their start on Shark Tank and grew to completely redefine intimate body care with clean, effective products designed for every inch of skin. Ingrown hairs, razor burn, dryness and irritation - the brand helps customers care for areas that have traditionally been overlooked or difficult to talk about.

A new redesign needed to make their growing product assortment easier to understand and shop while preserving the confidence, warmth, and playfulness that make Fur distinctive. My job was to marry their beautiful imagery and branding with a shopping experience that helps people solve common issues and get the care they need.

All branding, elements, and content are the property of Fur.

The Challenge

Customers needed more guidance to find the right products for them

Fur offers products across several concerns, routines, grooming methods, and formats. It was difficult for customers to know where to begin!

The experience needed clearer navigation, stronger product education, and more intuitive paths into the assortment. The challenge was to simplify the shopping journey without oversimplifying the products or the personal concerns bringing customers to their store.

The Goal

Build a clearer, more confident path from concern to solution

Some shoppers arrive knowing exactly which product they want. Others only know that they are struggling their concerns. Our redesigned experience needed to support both audiences through clearer navigation, educational content and story-telling, product recommendations, and routine-based shopping.

The redesign also needed to give Fur a flexible design that could support new launches, campaigns, product education, and an expanding assortment over time.

The Result

More confidence for customers, more flexibility for Fur

My final design balances product discovery, education, social proof, and brand storytelling within a modern, polished Shopify experience. It makes intimate care feel more approachable while giving Fur a flexible system for merchandising products and scaling up their brand.

My Role

Leading the UX Strategy and Website Design

My role was translating Fur’s growing assortment, customer needs, and evolving visual direction into one cohesive e-commerce experience.

Rather than redesigning each page by itself, I wanted to define how customers would move through the entire journey, from identifying a concern to understanding Fur's options, choosing a product, and building a routine. I gave them:

My role was translating Fur’s growing assortment, customer needs, and evolving visual direction into one cohesive e-commerce experience.

The first step was rethinking the site’s navigation, where customers begin making sense of Fur’s assortment.

A New Shopping Structure

I reorganized how customers discover products by concern, category, grooming method, and routine.

The Fur customer journey

I created clearer connections between education, product discovery, comparison, and purchase.

The design system

Designed reusable, Shopify-friendly sections that give Fur flexibility across launches, campaigns, and evolving content.

Navigation

Meeting Customers Where They Are

Fur’s customers do not all begin their journey in the same place. Some already know what they want or need, while others simply begin with a concern. I reorganized the navigation around these different mindsets, giving customers clear ways to shop by product type, concern, or routine. Customers can now reach relevant solutions with less searching and fewer assumptions. The mobile navigation followed the same structure, giving customers a consistent and focused experience on every device.

Homepage

A Storefront That Connects & Converts

When customers previously landed on the homepage, there was a limited amount of merchandising or storytelling to immerse customers into the store. I wanted to give them multiple visual areas to tie their products to customer needs and pathways! I added easy access to categories like Bestsellers, shopping by specific concerns, showing off value kits, press callouts, UGC and more. This gives customers a way to really connect with the brand and encourage discovery.

Responsive Design

An Experience for Every Screen

Each and every page and experience was designed with a mobile first mentality. A majority of customers shop Fur on their phones, so it was important to keep every element and brand moment easily accessible on any screen.

The PLP

A Place for Discovery

Shoppers consistently use the PLP to discover products they would like to explore more. It was important that dynamic filters play a big role in their new design! Some people know exactly what they want, but for those wanting to explore, they can now filter by their concern, type or method and more. New badges now alert customers to important callouts like best sellers, value pricing or new arrivals. I also added inline banners to alert to promos or story moments that highlight with their beautiful images! Lastly, FAQs were added below each product list to educate depending on the collection they're viewing.

Product Pages

Product Storytelling Takes Center Stage

When I audit at a product page, I not only look for ways to sell more effectively, but I also look for opportunities to bring back connection and the human element. People come to product pages because they want to know more - what can this product do for me? How do you use it? Is this product any good? Have people used it? How can I trust this product? The buy box now allows for customers to see important information first, while the rest of the page is enhanced with the product story! Featuring humans interacting with the product, before and afters, trial results, testimonials and more help customers get as close as possible the product.

A+ Content

Product Content That Educates

Multiple top selling products deserved content that help customers with product education. I created unique A+ content for their top products that builds trust and enhances confidence!