This project explores the evolving landscape of digital retail through the integration of a new feature within Tira’s existing e-commerce platform. The objective was to design a feature with a cohesive visual identity that integrates seamlessly into the current user journey while aligning with brand aesthetics and emerging consumer expectations around convenience, immediacy, and engagement. The research combined secondary studies such as market research, competitor benchmarking, and platform audits with primary user research and feedback. These insights helped identify key opportunities and challenges in building a responsive and trustworthy retail experience. The define phase translated findings into user personas, problem statements, and design goals that guided ideation. Multiple visual and experiential directions were explored to balance usability with the aspirational nature of the brand. The outcome includes a refined design framework, visual identity elements, and optimized user flows aimed at strengthening Tira’s digital beauty retail experience.