EyeamLoveJournal: Transforming a Digital Product into a Guided Self-Care Ecosystem
Lead Product Designer, UX Researcher, Content Designer, Content Writer
Eye Am Love Journals
Brand Strategy, User Experience (UX) Design, Product Strategy, Conversion Rate Optimization (CRO), Content Design, Front-End Build (Framer)
Project Overview
Eye Am Love Journals is a digital wellness ecosystem designed for Black and Indigenous women navigating intentional self-care rituals. DariaCreativeCo led the end-to-end product strategy, executing a comprehensive digital ecosystem that includes the Soul Alchemy Journal Series, a premium $55 online course, targeted paid meditations, and an optimized free lead magnet funnel.
As the sole designer and content writer, I owned both the visual language and the editorial voice, crafting culturally resonant copy and structuring a conversion-focused narrative. This case study details the transition from initial brand execution to an ongoing, data-driven UX optimization phase, bridging beautiful visual design with behavioral research.
The Challenge
While the initial launch successfully established a strong brand identity and e-commerce infrastructure across Framer and Gumroad, the ecosystem lacked deep user behavioral insights. The primary objective of Phase 2 is to conduct evaluative research to optimize the conversion funnel, minimize cognitive load during checkout, and increase premium course enrollment.
The Research Methodologies (Work in Progress)
Heuristic Evaluation: Auditing the current digital layout against usability heuristics to identify friction points during user onboarding.
Funnel & Drop-off Mapping: Analyzing the user journey from downloading the free lead magnet to upgrading into the premium $55 course ecosystem.
Behavioral Archetypes: Defining core target personas to align content design and information architecture with specific healing goals.
Future Impact & Next Steps
We are currently entering iterative user testing phases to validate the revised layout. Future sprints will focus on A/B testing copy frameworks and checkout mechanics to streamline the user journey from awareness to purchase.
