I have a confession.
When I land on a website that genuinely surprises me, a button that made me smile, a product page that actually understood what I needed to hear, a checkout flow that felt like it was designed by someone who’s been on the other side of the screen, I get unreasonably excited.
I screenshot it. I send it to people who didn’t ask. I think about it for days.
After 18 years working in eCommerce UX and CRO, you’d think the novelty would wear off. It hasn’t. If anything, it’s gotten worse.
Dee2See is where I put that obsession to work.
This is a review publication about DTC eCommerce websites. Not the kind that grades you on load speed and button color. I look at the full creative and UX experience. The copy that builds trust. The design that earns the scroll. The small decisions that add up to a brand someone actually wants to buy from.
I’m looking for the stores that remembered there’s a human on the other side of the screen. The ones that went beyond the template and made something worth noticing.
When I find them, I write about them here.
if you bumped into a DTC website that made you feel like that, please drop me a line at lihi@thespetz.com so we can share that beauty and inspire others.