Sleek by Hailey
Shopify Website
Sleek by Hailey is a luxury hair extension brand based in Ontario, Canada, offering 100% human hair extensions for all hair types and textures. The existing Shopify site had strong photography and a clear product offering, but the layout and visual hierarchy weren't doing the brand justice, the homepage felt dense, products in the navigation were hidden, and the overall experience didn't match the premium positioning of the product.
I redesigned the site with a focus on elevating the brand presence and simplifying the shopping experience. Key improvements included:
Streamlined navigation
The original nav buried product categories behind a "Shop" hover menu, meaning customers had to discover them rather than see them upfront. I proposed moving the product categories (Shop by Style, Shop by Texture, Shop by Color, Shop by Length) directly into the primary navigation so users can find what they're looking for immediately.
Stronger visual hierarchy
The previous layout stacked multiple shopping sections (by style, by color, by texture, accessories) one after another with little breathing room. I restructured the page flow to give each section more space, larger imagery, and clearer category labels under the photos, making it easier for customers to scan and shop intuitively.
Brand storytelling
I rewrote the intro copy to speak more directly to the customer while incorporating relevant search terms. Rather than leading with internal brand language, the updated messaging meets shoppers where they are, searching for hair extensions by texture, type, and style and connects them to the brand's mission of celebrating and elevating natural texture.
The result is a shopping experience that feels elevated and intentional, matching the quality of the product with the quality of the presentation.
Before
after
Product Page Enhancements
I reworked the product pages to give shoppers more confidence before purchasing. This included expanding product descriptions with more relevant, keyword-rich detail, adding visual icons for shipping and return policies so key info is scannable at a glance, and building out additional content sections to keep users engaged further down the page. I also added an extension length guide, a practical resource that helps customers choose the right length for their hair, reducing hesitation and potential returns.