Skin Routine
End-to-end website, branding including a name and a logo
Mobile and desktop version.
Guiding a user through the whole process of skin care with inspiring product design and fully interactive pages to find a right goods and enough information about it.
Problem
The skin care market is just getting hyped, there is a big audience waiting for a new products. Millenials and X-Gen creating the biggest payfull group, they willing to pay for a good design and concios company direction. There is an open space for a middle price product which is in between pharmacy quality and lab-design.
Empathize
Teresa, 33 years old, architect
“I reached the age when I´m taking my skin care more seriously, but I deny to shop the creams and serums online. I dont know what the chemical names mean, and they even may irritate my skin. I´d go to a drugstore or pharmacy and ask someone who knows what I need. At least they will warm me, if I should be aware of a specific component.”
Anja, 38 years old, HR
“I love creams, tonics, and sheet masks, I have so many, and I know how and when to use them all. I understand that niacinamide wouldn´t work with vitamin A, it can even cause an allergic reaction. I often try new products, but mostly after I´ve seen something new, I have to check the formulation and collect the information on my own. Often there is not enough transparency in the online shops”
Rachel, 41 years old, product manager
“I enjoy taking care of my skin. I like to have beautiful bottles in my bathroom and have separate products for everything and everywhere. I don´t need a heavy-lux product to feel good, what I like is a minimal design. I understand some basic rules, like the application order of the products, but it would be nice to have all this information within an online shop, and probably not too complicated explained. I don´t need all medical studies, only what´s good to know, what is going to affect my skin, and how.”
Define
While analyzing the interviews, I found out a few matching pain points:
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transparency gap in many online shops 

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complicated medical language
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poor design
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professional advice within one page 


My solution bullet words are: 

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aesthetical

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free space 

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enough information 

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finding the right language to speak to the target group 

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detailed descriptions

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examples "step-by-step" 


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The summary persona of the target user group is:
Louisa, 39 years old, Pilates trainer
Louisa is just about to turn 40, and she sees and understands that only sports, healthy meals, and 2 liters of water are not enough anymore. She knows the application order of the products to put on her face, she is familiar with a few brands, but she doesn´t understand the formula language. It would be enough for her to know the essentials and the most common components. It´s also important for her how the bottles and creams are looking, she likes minimalistic design, and if the beautiful bottle going to show up on her suggestion feed in social media she would click on it. She likes to talk about skin care in the changing room after training. That´s why it´s important for her to know a bit more while being part of the community. She is not a big spender, there is no need for her to invest hundreds and hundreds just because of the name. She feels more comfortable within middle-priced brands.
Ideate
After collecting the interviews, analyzing the matching problems, and creating a persona, I started to work on a name that would be quite obvious to stay in mind. I had a choice of such hashtag words as: Skin, Skin Care, Regime, Attention, Selfcare, Routine, Ritual, Healthy, Shine. The decision on naming a brand SkinRoutine is answering the bullet points being related to the theme, and a repeating motive makes it memorible. 


After deciding on the name, I started to work on a user flow, that would not have a deep dive to make a user be able to go anywhere from the main menu.
New Bestsellers Skincare Expert Advice Promotions/Special Offers Products
The upper navigation makes every page accessible within 1 click. The decision on upper nav content has been made to release the main menu scroll without overwhelming a user.
The logo has been made by combining the first letters of the brand's name. The beige-braun color is showing calmness and gives a “quite luxury-simple luxury” vibe to catch the target user.
In the last 10 years, Korean culture has been affecting the US and European markets with K-Pop, ramen and 10-step skin care. This was my main inspirational line. I adopted and redused the amount of steps to the European market.
Everyone uses skin care products for different reasons. One is looking for a healthy shine, the other is wondering about a new brand, and someone has problematic skin and needs trustworthy advice. Therefore I decided to make a site that contains an unusual layout to pique the interest of a potential customer and found enough information that the user wouldn´t need to leave the site for extra research.
Prototype
To start the site, I decided on a particular layout that focused on different topics and also separated with fine lines colored by the same bleached brown tone as a logo.
Fine lines are going across the whole site to separate different focus and put the design of all pages together. They are like guidelines that follow and guide a potential customer. 


The user, who knows their skin type, could go to the favorite texture and check the products related to their personal taste. 


The user, who likes to try new products could check out the “must try." If the user doesn´t know about the brand, that would pique the interest with a full description, an appropriate, aesthetically pleasing product picture and an added hover effect on a desktop version that interacts and welcomes a user to click ahead. 


There is also the section for the user, who is just entering the whole skin care world with minimum knowledge, where the person can check what skin type he/she has, and by clicking on it, they will have a full circle of products advice with some basic explanation. By clicking on a step text, the site is going to guide a person to a particular product type with a few alternatives.
I added a few animations to keep interacting with the user without becoming overloaded. Minimalistic style takes over the task of the “less is more” vibe.
There is a check-out animation as a treat to the user who became a customer. It shows that the purchase has been done, and in the process of shipping also started, which makes the site more trustworthy. 
In the end, to keep the customer as long as possible, I´ve added a button that guides to the whole assortment.
Tap to check out my HiFi desktop version
and HiFi mobile version
Possible additions:
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consulting page
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favourite page
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zoom function
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book a real life talk to an expert
Test
“Check out animation is cool, but it´s too fast, i cannot recognize what is flying in, may be it´s also a bit too thin” (slowed down)
“The products are amost everywhere on top of the page, if i scrolled to the end of the page would be nice to have a reminder down there as well” (button “scroll up” added)
“Newsletter popup need to have a cross to close is, not everyone will understand that you just have to click outside of the popup”
Conclusion
The design of the SkinRoutine website has been a comprehensive and collaborative effort, grounded in a deep understanding of the brands values and target audiences needs. Through each stage of the process—from ideation and design to prototyping and testing—I have maintained a clear focus on creating a user-friendly, visually appealing, and informative platform with modern components for skin care lovers. 
Innovative design and animated interactions have resulted in a website that not only offers an engaging shopping experience but also educates users on skincare and the importance of sustainability. By incorporating personalized features, such as the skincare routine advice and detailed descriptions, I have ensured that every visitor feels catered to and supported in their skincare journey. 
The final product is a reflection of the brands mission: to make high-quality, sustainable skincare accessible to all. The SkinRoutine website is an original idea that can be developed and became competitive in the skincare market.