UX Case · 2025
Chistetika Lab
A landing page for a product category the brand had never sold
The brief
“We sell fabrics and we know how to care for them.”
Chistetika.ru sold interior textiles.
The problem
- No authority in the category. Trusted on textiles, unknown in cleaning chemistry.
- The formula wasn’t ours alone. Composition could not win the choice.
- It only works if used correctly. Instructions were complaint prevention.
Research
Six direct competitors, read for tone of voice.
A short survey said three things.
Structure
The brand block sits above the product.
There is no cart.
Layout: one idea per band.
Decisions
Brand values → product benefits
The first benefits row was brand values in disguise.
The most important change in the project.
v1 Brand values in the benefits row.
v2 Rewritten as product claims.
v3 Both deleted.
Showing the composition, not claiming transparency
Every ingredient in cleaning chemistry looks alarming.
This was the answer to formula parity.
Writing inside the constraint
The claim I wanted was “safe for children.”
It became “safe for the whole family.”
The argument I lost
Two tabs sell products that don’t exist.
Containment limited the damage and still carried a bad decision into production.
Result
Live, selling well, strong marketplace reviews.
Structure, sequence and copy went through unchanged.
