Fastrack's new range of perfumes launch
An end to end project wherein the complete creative suite was covered with 3D videos for perf marketing, a photoshoot for the thumbnails and high quality 3D renders for the A+ creatives.
campaign
Ecomm Creatives
Role
Visual Designer
Timeline
4 weeks
team
3D Artist and me
platform
E Commerce Creatives
The Brief
Fastrack was launching their new range of perfumes, and I was tasked with the creative conceptualization and execution of the following:
-Creative Conceptualization
-Ecomm Creatives
-Social Media Posts
The goal was to maintain the messaging of the perfumes as "Perfumes for Every Vibe", ensuring this theme was reflected across all assets. The perfumes were divided into two sets: a men's range (Ease, Rush, and Night Out) and a women's range (Girl Boss, Wander, and Lush).
Finding the Fix
I started by mapping the entire 12-screen flow—not just the UI, but how data moved between screens, where duplication happened, and where people got stuck. After analyzing support tickets and survey responses, three problems stood out:
No sense of progress. People couldn't tell where they were or what was left.
No safety net. One wrong click and your work vanished.
Clunky information architecture. Screens were organized by database structure, not by how therapists actually think about documentation.
The clinical directors I interviewed described session notes as 'telling the story of what happened'—context, observations, interventions, next steps. But the interface chopped that story into arbitrary fragments.
So I focused on three fixes:
A progress indicator that showed completed sections, current section, and what's remaining—always visible, always clear.
Auto-save with real feedback. Not just saving in the background, but showing therapists exactly when their work was protected.
Consolidating screens from 12 to 7 by grouping related information the way therapists actually think about it, not the way the database happened to be structured.
All achievable within our constraints. No backend overhaul required.
What Actually Happened
I wireframed the new flow and tested it with our internal clinical expert and customer success team (who talked to therapists daily). That's where I caught my mistakes.
For example: I'd grouped 'treatment goals' and 'session interventions' together because they seemed related. But therapists think about them at totally different points—goals get reviewed before the session, interventions get documented after. Keeping them separate made more sense.
The auto-save design also evolved. My first version showed a brief 'Saved' notification that disappeared quickly. Beta testers said they didn't notice it and still felt anxious. I changed it to a persistent 'Last saved [time]' indicator that updated live. Small tweak, massive difference in confidence.
We shipped to a small beta group first. The response was immediate—therapists noticed the progress bar and auto-save within minutes. We adjusted some section labels based on feedback, then rolled it out to everyone.
What Changed
Documentation time dropped from 15-20 minutes to 7-10 minutes. Support tickets about lost work decreased by 78% in the first month. In a follow-up survey, 89% of therapists said the new system was easier or much easier than before.
But my favorite feedback was qualitative
'This is exactly what I needed—I can finally see where I am.'
'I haven't lost a note since the update. Game changer.'
'It actually feels like someone asked us what we needed.'
Zero people requested to go back to the old version, which felt like the real success metric.
My Treatment
I decided to build on their existing messaging by mapping each perfume to its respective setting and use case. This added an extra layer to the "Perfumes for Every Vibe" theme in a natural way. This approach gave each perfume its own distinct identity—through aesthetics, color palette, tone, etc.—while still maintaining consistency as part of the same collection.
The unique shape of the bottle and its slanted positioning were given special focus.
What I'd Do Differently
I'd push harder for access to real users earlier. Working through intermediaries gave me valuable insights, but I missed nuances that only come from watching someone actually struggle with an interface. Even one shadowing session would have accelerated my understanding.
I'd also document existing problems more systematically. I relied heavily on anecdotal feedback and support tickets, which worked—but a proper heuristic evaluation would have given me clearer evidence when advocating for changes.
What I Learned
Strategic improvements beat perfect overhauls. I wanted to rebuild everything into a sleek single-page experience. But given our constraints, that wasn't realistic. The three focused changes we made—progress visibility, auto-save, better IA—delivered serious value without requiring a ground-up rebuild.
Mental models beat logic. What made sense to me (grouping related data) didn't always match how therapists thought. Validating assumptions with people who actually do the work saved me from shipping something technically correct but functionally wrong.
Invisible design builds trust. The 'Last saved' indicator wasn't technically necessary—the system was auto-saving either way. But it transformed how people felt about the experience. Sometimes the most important design work is making invisible processes visible.
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