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E-Commerce Website Prototype - Nordic cosmetic brand
Role
UI/ UX designer
Target Audience
Urban, career-driven women who prioritise well-being and self-care, and who appreciate the effectiveness of skincare products backed by scientific evidence.
The goal of this project was to craft an e-commerce website that takes users in the brand's philosophy – Nordic nature meets scientific skincare. The design combines clean aesthetics, transparent insight into ingredients and a user-friendly shopping flow.
Project Overview
Problem
One of the challenges in this project was addressing customer concerns about the combination of natural and scientific elements in skincare. Some clients perceived "scientific" as a potential indicator of harmful ingredients, making them hesitant to trust the product.
Solution
To overcome this challenge, the website was designed to clearly explain how science boosts natural ingredients, emphasizing transparency in both ingredients and processes.
Research & Discovery
Competitor Analysis
Analysed competitor brands like Madara, Fresh, and Lumene. My focus was on user experience, product presentation and how brands communicate transparency around ingredients and processes.
I found that competitors use design elements (colours, fonts, pictures etc.) effectively to communicate the brands' strong connection to nature and science.
Some of the findings inspired my design decisions, such as the product highlights icons on the product page. This helps users to quickly understand the key attributes without having to read lengthy descriptions.
To demonstrate the transparency of the brand, I also decided to visually highlight the ingredients that make up the product.
Wireframing
Early wireframe version of the product page. The challenge was to balance product visibility with a clean layout. Key decisions included:
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Product gallery that allows to immediately feel the characteristics of the product.
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Easy-to-scan product highlights.
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Cross-selling element that enhances product discovery.
UI Design & Visual System
Design inspiration
The design inspiration came from a combination of science lab and nature. The focus was on clean, natural, warm, earthy, skin-like tones.
Colour Palette
Primary Colour - inspired by clean, sterile lab environments, balanced with warmth to avoid a cold, clinical feel. It creates a neutral background that allows products to stand out.
Primary Colour - inspired by clean, sterile lab environments, balanced with warmth to avoid a cold, clinical feel. It creates a neutral background that allows products to stand out.
Secondary Colour - adds elegance and depth, representing the richness of Nordic nature.
Typography
For the project, I chose Lora and Poppins typefaces. Typefaces complement each other by balancing elegance and modernity. The pairing is in line with the project's concept of "Clean Science Lab Meets Nature".
Lora (for headlines) with classic serif details adds a sense of heritage, a touch of elegance, and warmth.
Poppins (for body text and UI elements) provides a clean, modern and approachable feeling. Balanced letterforms help improve readability and work well across different screen sizes.
Basic UI Components
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Final Prototype & Reflection
Testing
Through peer feedback, I was able to identify and improve usability issues, such as the letter size of the product cards being too small. Also added “Empty Cart Call-to-Action” to re-engage the user and guide them back to browsing, preventing them from leaving the site.
In the future, a skin problem quiz could be added to the menu, providing personalized product recommendations based on the results. This would create a quicker and more convenient shopping experience.
Final prototype
The final prototype provides an intuitive experience, design demonstrates the harmony between nature and science.
Key features include detailed ingredient explanations, the brand's commitment to sustainability and a quick-add-to-cart option for a convenient shopping experience.
