Mimi Luzon Skin Care
Premium Online Shop
Mimi Luzon, a globally renowned Premium Beautician, has established her brand as a premium face and body skincare products. Her products range from $59 to $349 per item. She had an online shop, but it didn't match the brand's identity and values.
Mimi's website lacked originality and appeared generic, static, and lacked full responsiveness as it was built on a template.
The experience on mobile phones was far from seamless.
There were technical issues to be solved such as different websites for different regions, automatic currency selection and making the overall experience more personalized.
I had to design all the website's pages to match the brand values.
As a former advertising account manager, I had an advantage in understanding what had to be done strategically and pointing out what we can do better.
I worked closely with cross-functional teams, including developers, UI designers, and stakeholders, to ensure all teams are on the same page, making sure the new website meets the client's business goals and users experience.
After conducting a thorough analysis of premium and luxury skincare brands' websites, as well as e-commerce third-party platforms, a distinct pattern emerged:
A consistent trend across all the websites is the utilization of similar filtering and categorization methods, resulting in an intuitive shopping experience.
A common observation is that most websites have a similar aesthetic with minimalistic designs and black and white branding. To differentiate themselves, companies invest in distinctive packaging branding, high-quality photographs, and utilize iconic symbols and brand ambassadors as part of their strategy.
The use of models from the same age group to represent products targeted at older women can lead to reliability concerns. It may be perceived as less credible when a 25-year-old woman is shown applying anti-aging creams intended for women aged 55 and above.
Recognizing the influence of genuine user reviews, some brands have embraced their power by prominently featuring them on product pages. They have come to understand that even premium brands can leverage this tool to enhance their sales, acknowledging that there is no shame in doing so.
I used the website information about the users: age, location, concerns, average purchase value, what device they are using and more.
I can't share the data as it is classified, but I can say that we could do some upselling using new tools to help them find those products easily.
The goal is to ensure that users visiting the website, who are accustomed to boutique and luxury store shopping, have a similar experience using appropriate digital tools.
As there is no physical store skincare consultant available, the focus is on providing a clear and user-friendly experience that assists users in selecting the most suitable products for their needs.
The website incorporates a monochromatic color palette, large images, and a classic timeless aesthetic. To enhance the overall experience, micro animations have been thoughtfully integrated.
To distinguish the website from others, we will leverage the expertise of Mimi in treating the skin of A-List celebrities by incorporating celebrity images. This strategic advantage holds significant value in today's social media-driven landscape.
My initial focus was on developing a flexible and easily modifiable website, capable of accommodating structural changes and the addition of new categories.
Secondly, I aimed to create an intuitive information architecture, resembling the organization of products on shelves in a physical store, as well as other online cosmetics shops.
Additionally, I revamped the checkout process by introducing step-by-step navigation, allowing users to track their progress and fostering a sense of control and confidence.
The homepage has undergone a revamp, featuring a clean, flexible structure allowing easy and frequent updates.
The product Page is now clearer - The information was arranged in an accordion that is less overwhelming for users. In addition, a new review section was added to help the user to make decisions smarter and faster.
The checkout process has been divided into clear and concise steps to avoid overwhelming the user with information.
In addition, by providing visibility of the remaining steps until placing the order, users are equipped with a transparent and predictable experience, eliminating any surprises along the way.
I worked closely with the UI designer at Richkid to create a clean, straightforward, yet premium look and experience that would reflect the brand's values.
We chose a sans-serif font and a classic, timeless color palette. The product shots were clean and minimalistic.
To make the experience dynamic and seamless, we added very soft and subtle micro-animations.
