OVERVIEW
The product at a glance
The Laila Majnu is a luxury curated-gifting brand inspired by the legendary romance of Laila and Majnu. I designed the full responsive web experience a storytelling homepage, three curated collections, product detail pages, and a one-of-a-kind "Create a Card" tool so that buying a gift feels as emotional and intentional as giving one. The result is a storefront that sells curated bundles (Rs 6,999–18,999) while carrying a clear brand promise: devotion, delivered.
Tools
The Laila Majnu - Cup of Love
Hero storefront featuring the signature Cup of Love collection and the "Devotion, Delivered" promise.
PROBLEM & GOALS
What we set out to fix
The gifting market in Pakistan is crowded with generic catalogues and marketplaces that treat a gift as a transaction. Customers struggle to express deep emotion the personal note that makes a gift meaningful is usually an afterthought, and premium, handcrafted packaging is hard to find. The brand needed a digital experience that could carry the weight of a centuries-old love story while still making it effortless to choose, personalise, and send a gift in minutes.
Design goals
- 01Translate the Laila–Majnu legend into a calm, luxurious, story-led interface rather than a standard product grid.
- 02Make personalisation effortless with a live-preview card builder customers actually want to use.
- 03Build trust for a premium price point through craft, social proof, and a clear delivery promise.
- 04Reduce the path from landing page to checkout to three clear steps: choose, craft, deliver.
RESEARCH & INSIGHTS
Listening before designing
Methods
- 018 customer interviews with gift-givers (anniversaries, weddings, Eid)
- 02Competitive teardown of 4 gifting & luxury e-commerce stores
- 03Review mining of Instagram DMs and competitor reviews
- 04Analytics review of an early landing-page test
Key insights
- 01The message matters as much as the gift people spend longer on the note than on choosing the product, yet most sites bury it.
- 02Shoppers fear gifts will look cheap on arrival; packaging photography and "handcrafted" cues directly drive premium pricing.
- 03Occasion-driven shoppers (Eid, Valentine's, birthdays) want to get in and out fast, while anniversary buyers want to linger on the story.
- 04Recipients share unboxings — Instagram-worthy presentation is a growth channel, not just vanity.
Interview synthesis
Affinity map of gifting motivations, anxieties, and occasions.
Competitive teardown
Pattern audit across local and international luxury gifting stores.
USER FLOWS & IA
Structuring the experience
I structured the storefront around two journeys: the browser, who falls in love with the story and a collection, and the mission-driven shopper, who arrives for an occasion and needs to choose and personalise fast. A persistent three-step promise Choose Your Curation → We Craft With Intention → Devotion Delivered, anchors both.
Purchase & personalisation flow
From landing on a collection to adding a hand-written card and checking out.
Card-builder logic
Design selection → recipient/message → template suggestions → live preview → download or add to gift.
WIREFRAMES
Low to mid-fidelity exploration
Low- and mid-fidelity exploration of the homepage, collection grid, product page, and the card creator. Early testing focused on how much storytelling to place before the first product and how to keep the card builder's live preview visible without crowding mobile.
Homepage sketches
Story-first vs. product-first hero explorations.
Card builder wireframes
Splitting designer, form, and live preview across responsive breakpoints.
UI / VISUAL DESIGN
The final visual system
A romantic, artisanal visual system: a warm cream canvas, deep rose and ink text, generous serif-led typography, and soft cinematic imagery. The interface stays quiet so the products and the legend do the talking a single accent is reserved for primary actions and "Best Seller / New" badges, while cards and collections each carry their own mood (Midnight Devotion, Golden Verses, Rose Garden, Mughal Garden…).
Homepage -Devotion, Delivered
Cinematic hero, collection trio, and the brand story with "Handcrafted · Timeless · Poetic" pillars.
Collections grid
Signature, Classic Gift Boxes and Express collections with item counts and editorial descriptions.
Product detail - Cup of Love
Best-seller product page with price, collection tag, story, and add-to-card.
Create a Card - live preview
Ten designs, occasion suggestions, message templates, 280-char counter, and a real-time preview that can be downloaded high-res or printed with the gift.
color.accent
A single deep-rose accent for primary actions and status badges; gold and ink used sparingly for hierarchy.
type.scale
High-contrast serif display for the legend and headings, paired with a clean sans for body and commerce UI.
radius.card
Soft, generous radii on product and collection cards to signal premium, approachable craft.
motion.ritual
Slow, cinematic fades and parallax on story sections; instant feedback on the card builder preview.
PROTOTYPE & INTERACTION
Designing the feel
A high-fidelity Figma prototype validated the full gifting journey browsing a collection, personalising a card with the live preview, and checking out before the Next.js build.
Interactive storefront prototype
Tap through homepage → collection → product → card builder → checkout.
- Hero and story sections use a slow, cinematic fade to set a poetic tone.
- The card preview updates instantly on every keystroke to make the tool feel alive.
- A subtle live "A gift was just sent to…" toast builds momentum and trust.
OUTCOME
The measurable result
GIFTS_DELIVERED
500+
since launch
SATISFACTION_RATE
98%
verified buyers
DELIVERY
2–3 DAYS
across Pakistan
Shipped storefront in context
The live Cup of Love storefront and a gifted, hand-packaged bundle.
REFLECTION
Honest takeaways
The biggest design decision was restraint. A brand this poetic could easily have become decorative, but the job of the interface was to disappear and let the story and products carry emotion. Pairing a slow, cinematic storytelling layer with a fast, familiar commerce layer and giving the personal note a first-class live-preview builder is what made the experience feel both luxurious and effortless.
What I'd do next
- 01Add a recipient-address gifting flow so senders can ship without knowing the address.
- 02Introduce occasion-based onboarding (Eid, weddings, anniversaries) that personalises the homepage.
- 03Surface unboxing UGC directly on product pages from the @the_laila_majnu_ feed.
- 04Test a scheduled/reminder gifting flow for recurring occasions.