About the project
The existing SK-II brand and perception was becoming irrelevant to the younger audiences. Conversion rate and sales had dipped, and we were tasked to help solve some of the challenges the team was facing.
Project information
our approach
After conducting workshops with the SK-II stakeholders and identifying insights from research, we proposed a redesigned e-commerce experience with a design library of components built to facilitate future iterations, as well as new visual content to transform the perception of the brand globally.
my role and tasks
Our research was conducted by the Brooklyn UX research team and a UX researcher in China. The insights we gathered from them informed the direction for the platform, as well as helped us identify new features, and an informed content strategy for the website.
I was tasked to work alongside the team in a senior role to help guide and design the visual language as well as the DTC experience from start to finish. This consisted of various visual design explorations as well as creating prototypes and a design library.
I helped conduct an experience audit, presented findings and voted on features with stakeholders in regular workshops. This was translated into user flows and high-fidelity mock ups.
Interactive prototypes also helped in communicating animation principles which we applied throughout the brand and the site.
design language
The brand went through a visual overhaul which also consisted of our studio creating a series of new imagery assets, which we took into consideration when designing the new visual language.
design language
We also came up with a responsive scaling and type system that could accommodate multiple languages - from latin to non latin typography. Components were also carefully documented to ensure other designers as well as developers understood the intentions behind each section and had usage guidelines.
