PROJECT OVERVIEW
CLIENT
Coconuts Men
MY ROLE
Design Lead, via Plexable
SCOPE
Page structure, user stories, Arabic copy review, UI for eight page types, phone layouts, 16 product renders
VALIDATION
No usage numbers were shared. The evidence is the shipped store, which is in use in three countries.
TIMELINE
2026, in two phases: the store design, then the 3D renders.
TEAM
Delivered through Plexable with the Coconuts Men team. Khaleel A'mer is credited on the project.
The context
Coconuts Men sells men's personal care from Amman, and the job was the online store. A shopper had to be able to buy one bottle, a full routine or a gift box without thinking about it. All of it had to work in Arabic or English, usually on a phone.
That meant every product had to say what it does, and the questions had to be answered before checkout.
My responsibility
Before any page was styled, the structure had to settle where routines, boxes and single products live. I drew the UI from that structure, eight page types in all, with the shop pages and the cart redrawn for the phone.
The 3D product images came later, in a second phase, once the store itself was designed.
Two rules keep the store feeling like one place. The same product card repeats wherever products are shown, and the cart suggests the rest of whatever routine a shopper has started.
Holding those two across eight types of page was the part of this job that needed someone to be stubborn about it.
CONSTRAINTS & TRADE-OFFS
A shopper on a phone will not read a leaflet. Clarity had to come from where things sit on the page rather than from more words.
The cost is a store with very little decoration in it. Each page does one job and then hands the shopper to the next one.
● RESEARCH & CONTEXT
User stories and a copy review
We wrote a user story for each part of the home page, then read the Arabic copy the same way. It described the products instead of what they do for the person reading. The lines were rewritten to talk to the reader in the local dialect.
● PRODUCT DECISIONS
What a first-time buyer asks
What does a first-time buyer need to know before adding anything to a cart? Three things, and each one has a place. The hero says in one look that this is men's care, with a Buy Now button next to it.
A Why Coconuts section explains how the products differ from a regular deodorant or soap. The ingredients and a short FAQ answer the usual worries about stains, irritation and alcohol.
● PROCESS & EVIDENCE
Nothing here is a single hero shot. The first home page direction is on record next to the one that shipped. The design exists as a working set of pages, phone included, rather than a few framed screens.
OUTCOMES
One design, three country stores
The same design now runs on the Coconuts Men stores for Jordan, Saudi Arabia and Iraq. The 3D images went live in mid-2026.
8
Page types
Home, collections, packages, routines, product, package, profile and cart.
2
Screen sizes
Desktop across the page types, plus phone layouts for the shop pages and the cart.
16
Product renders
Eight products in 3D, each seen from the front and the back.
WHAT I’D IMPROVE
What I would change
The questions on each product page are fixed in the design. They should be able to change as shoppers ask new ones.
Each product has two renders. One a shopper could turn would settle the safety worries better than a second flat angle.
WHAT I LEARNED
What it taught me
A delicate category does not need careful language. It needs plain language, put where the question gets asked.
Reviewing the words paid off more here than restyling the pages would have.
More work
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