Context
An online shop for premium direct-import tea — pu-erhs, oolongs, aged varieties; audience — Ukrainians 30-50, mid-plus income, looking for a way into tea culture, not office tea bags (order 30-80 $). A standard e-commerce catalog doesn't work here: a beginner sees a grid of 47 varieties (green, black, oolong, pu-erh), doesn't know the difference — and leaves with an empty cart. They have nothing to choose by: they know how they want to feel, not which variety fits.
The solution
The main mechanism is a "by mood" quiz: four questions (how you want to feel, time of day, experience, restrictions) → 2-3 recommendations with descriptions. It's a beginner's entry — a consultation, not a catalog. Palette — warm beige paper and an olive-tea accent (a nod to old ceremony manuals, the real colour of a leaf, not "luxury gold"). Sourcing photos — mountains and farmers, not studio packets: a premium audience wants transparency of origin.
The outcome
HTML/CSS + JS for cart and quiz; the quiz state persists between visits, the cart needs no reload, prices in the Ukrainian format. UA localization as the primary one — an underserved market (almost all premium tea in Ukraine is English-language). A shop where a beginner isn't scared off: the quiz takes them from "I don't know this" to "bought it" without wandering through specs that mean nothing to them.