Wrapper's Delight: Maeven Chocolate
A chocolate store with no product above the fold. How Maeve turns curiosity into a discovery engine, and why great branding alone never gets you there.
Published on Dee2See - August 2026
- delight
- food
Writing
Store teardowns from Dee2See, essays from Medium, and everything else I can't stop writing about eCommerce.
Sleeping On It: Loftie
Sleep deprivation is the worst, and Loftie’s whole site seems to know it. Dark photography, toggles that let you confirm a claim yourself, and a return policy pun good enough to make you smile at the fine print.
Published on Dee2See - July 2026
- lifestyle
- trust
- microcopy
Why The Sour Face?: Final Boss Sour
Final Boss Sour didn’t add a game theme to a candy site. It built an actual game, levels as navigation, lore as flavor differentiation, a map with unfinished paths, and a leaderboard, then hung a sour candy brand off the structure.
Published on Dee2See - July 2026
- food
- gamification
Sound Expensive
How a comma and two decimal places change what your customer thinks your product costs
Published on Medium - July 2026
- ecommerce ux
- pricing psychology
Play It By The Nose: D.S & Durga
You cannot smell a website, and D.S. & Durga barely tries to solve that. The Brooklyn perfume house routes around the missing sense instead, with a notes rail that works like a spec sheet, liner notes written as autobiography, a Spotify playlist per fragrance, and a layering set that is essentially Clue with bottles.
Published on Dee2See - July 2026
- lifestyle
- perfume
- senses
When Life Gives You Oranges: Ffern
Ffern makes one seasonal perfume four times a year. There is no product page, no add to cart, and no conventional funnel. Just a ledger, a waiting list, and a buying experience built entirely around the privilege of being let in.
Published on Dee2See - June 2026
- loyalty
- perfume
- senses
Bite-Size UX, Week #1
Four DTC brands that sweated the small stuff and got it right. A color-coded pepper store, a discount that stays in character, a honey disclaimer with a punchline, and a glass that fills as you scroll.
Published on Dee2See - June 2026
- ecommerce ux
For the Next Magic I'll Need SPF 30 and a Time Machine: Vacation.inc
Vacation® sells sunscreen. Their website sells a world. Every ecommerce best practice is there, structurally intact, dressed in a Miami Beach 1983 aesthetic so committed that the conventions become invisible. This is what it looks like when personality and conversion are the same thing.
Published on Dee2See - June 2026
- lifestyle
- storytelling
- wellness
Three Audiences Walked Into a Product Page
Open a DTC health or wellness product page in 2026 and you'll likely scroll for what feels like five minutes before hitting the footer. Who are your target audiences now that the AI engines are here, and how to cater to each one of them (including examples)
Published on Medium - June 2026
- agentic commerce
- PDP
It Makes Scents: Touchland
Touchland didn't dress up a hand sanitizer with nicer packaging. They applied the entire information architecture of fine fragrance to a $10 product whose only job used to be killing germs. This is what full category commitment looks like.
Published on Dee2See - June 2026
- sense
- visual
Bite Size UX - Week #2
The difference between a site that converts and one that almost does is rarely a missing feature. It is usually a small decision someone made, or didn't.
Published on Dee2See - June 2026
- ecommerce ux