Auro – A Minimalist Fashion Subscription Experience

Auro – A Minimalist Fashion Subscription Experience

Landing Page UX/UI & Copywriting

Description

Auro is a minimalist fashion service that curates capsule wardrobes tailored to each customer’s unique style and lifestyle. The goal of this project was to design a high-impact desktop landing page that reflects Auro’s core values: sustainability, simplicity, and personalisation, while encouraging user engagement and driving conversion.

The landing page introduces the concept clearly, presents curated collections, and guides users through key actions like taking a style quiz or exploring their wardrobe. With a clean, content-driven layout and strategic messaging, the experience is designed to be both visually calming and functionally compelling.

Process Overview

1. Project Definition & Objective Setting

• Interpreted the brief and defined key project goals: create a minimalist landing page that converts.
• Identified target actions like Start Style Quiz and Shop Collection.
• Defined tone of voice: calm, confident, curated.

2. Competitor & Collaborator Research

• Researched 6 aligned brands (ASKET, Arket, Neu Nomads, etc.) for positioning, tone, and UX patterns.
• Identified gaps and opportunities for Auro to differentiate: personalization, curated delivery, effortless styling.
• Also considered these brands as potential curated partners within the platform.

3. User Personas

• Developed 3 core personas based on ideal audience segments.
• Focused on fashion-conscious users seeking less decision fatigue, ethical consumption, and simplified style.
• Used these profiles to shape copy tone, feature priorities, and visual focus.

4. Content Ideation & UX Strategy

• Sketched early structure and layout based on user goals and brand storytelling.
• Defined the information hierarchy: Hero → Value Proposition → How It Works → Collection → Trust → Action.
• Planned scannable, benefit-focused copy and CTA placement across the page.

5. Wireframes

• Created low-fidelity wireframes to validate structure, flow, and content placement.
• Prioritized mobile-responsive behavior and modularity.

6. Visual Style & Media Direction

• Established a visual system: clean layout, muted color palette, modern typography, editorial-style photography.
• Chose imagery and layout formats that emphasized minimalism and calm luxury.
• Integrated style seamlessly with product collections and partner brand aesthetic.

7. Copywriting & Microcopy

• Wrote all section titles, taglines, product descriptions, and calls to action.
• Balanced clarity with brand tone—warm, confident, and curated.
• Highlighted user value clearly in “How it Works” and “Why Choose Auro” sections.

8. UI Design

• Created the full landing page in Figma at 750px width (per brief).
• Designed with the flexible, component-based layout for scalability.
• Incorporated cards, carousels, and curated sections to guide exploration and maintain visual balance.

Tools

• Figma – UI design
• Lovable – Interface inspiration and reference
• Perplexity – Research support (market, audience, and content structure)