beauty
-
Web Design
Redesign of the SK-II DTC experience
introduction
Redesign of SK-II’s Direct-to-Consumer (DTC) e-commerce platform to rejuvenate the brand and increase conversion. The goal was to redesign the e-commerce platform to attract younger audiences, improve the user experience, and facilitate easy purchase journeys.
Project information
Company
SK-II
Studio
Huge
My role
Senior Designer
Year
2019-2020
Website
the challenge
SK-II, a luxury skincare brand, faced declining relevance with younger consumers. Sales and conversion rates had dropped, and the brand needed a fresh digital experience.
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.
our approach
We conducted ideation workshops with stakeholders to define the direction of the redesign. We also explored a visual language that would resonate with a younger demographic, with a focus on creating a premium, yet modern feel that aligns with the brand’s identity while introducing fresh, engaging visual elements.
The insights we gathered from them and the target audience helped informed the direction for the platform, as well as helped us identify new features, and an informed content strategy for the website.
ux research
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.
visual design approach
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
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.
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.
the outcome
Successfully transformed SK-II’s digital presence, enhancing brand perception and aligning it with the preferences of younger consumers.
Received positive stakeholder feedback, and the visual overhaul contributed to an uplift in both user engagement and conversion metrics.