Website Redesigning
Chandan Mukhwas
Role
UI/UX Design & Product Photography
Team
Graphic Designer & Photographer
Tools
Figma, Forms, OpenAI & Shopify
Duration
3 months
About Chandan Mukhwas
Chandan Mukhwas is a 30-year-old heritage brand from India, renowned for its wide range of traditional mouth fresheners made from natural ingredients. With a strong legacy in the FMCG sector, the brand combines age-old recipes with modern packaging to deliver products that are both flavorful and refreshing. Its commitment to quality, authenticity, and innovation has earned Chandan Mukhwas a loyal customer base across generations.
Key Objectives
The primary goal of this project was to modernise Chandan Mukhwas’ digital presence while preserving its rich heritage. The objective was to redesign the website in a way that reflects the brand’s legacy, showcases its product range more effectively, and enhances the overall user experience, making it easier for customers to explore and engage with the brand online.
Market research
1. Industry Overview
To kick off the redesign, I examined the digital strategies employed by competitors in the FMCG and traditional Indian snack sectors. This included studying how they structured their websites, communicated brand values, and used visuals to convey trust and authenticity. This helped identify where Chandan Mukhwas was falling short and what opportunities could be leveraged.
2. User Behavior Insights
I reviewed user feedback and buying behaviour across similar platforms to understand pain points. This revealed that users were often seeking a simple, trustworthy, and culturally rooted shopping experience, especially on mobile devices. The lack of narrative and visual consistency on the old site made it hard for users to connect with the brand.
3. Brand Positioning Gaps
Through this research, it became clear that Chandan Mukhwas had strong brand heritage, but its online identity didn’t reflect that. The visual storytelling and product presentation needed to be modernized while still respecting its cultural roots. This insight directly shaped the next phases of the design process.
Understanding the Challenges
Product Discoverability: Customers struggled to find Chandan Mukhwas products easily, both online and in stores, limiting sales opportunities.
Balancing Tradition and Modern Appeal: Finding the right mix between authentic traditional branding and a fresh, modern look to attract a wider audience.
Customer Education: Lack of clear information on product benefits and usage led to hesitation among potential buyers unfamiliar with Chandan Mukhwas.
Balancing Tradition and Modern Appeal: Finding the right mix between authentic traditional branding and a fresh, modern look to attract a wider audience.
Limited Online Presence: Low visibility on digital platforms made it hard to reach new customers and compete with larger brands.
Packaging Concerns: Outdated packaging did not fully convey product quality or appeal to younger, eco-conscious consumers.
Supply Chain Consistency: Inconsistent supply and product availability sometimes led to delays and disappointed customers.
Understanding User Needs
Through user observation and analytics, we identified three key insights that highlighted friction in the user journey:
Difficulty in Discovering Products: Over 60% of users struggled to find specific products due to a cluttered layout and inconsistent categorisation. This led to higher bounce rates and lower engagement.
Slow Loading Times: Many users, especially mobile visitors, experienced long load times. Nearly 40% of them dropped off before the homepage fully loaded.
Lack of Visual Appeal & Trust Signals: Customers expressed uncertainty about product quality due to outdated visuals and limited product details, which affected their buying confidence.
How might we redesign the website experience to make product discovery easier, faster, and more trustworthy for our users?
💬 “I couldn’t find my favorite paan flavour — I just gave up.”
💬 “It takes forever to load on my phone.”
💬 “I wasn’t sure if the product was fresh. There weren’t enough photos or details.”