Project description
Redesigning the Acroderm skincare website was more than just a visual overhaul, it was about finding the sweet spot between science and style.
The goal was to create a digital space that radiated trust and expertise, while still catching the eye of a younger, trend-conscious audience. It wasn’t just about looking credible, It was about feeling approachable to anyone who landed on the site.
Initial findings
User Personas and Interviews
Based on Acroderm’s demographic research, I created personas for various age groups to align with the brand's goal of inclusivity.
Younger users expressed a preference for simplicity and relatable visuals, while older users emphasized scientific transparency and detailed product information.
User Persona Development
I identified several key user personas through surveys and interviews with Acroderm’s existing customer base. These ranged from mid-30s professionals interested in scientifically-backed skincare to younger individuals looking for simplicity and trust in the products they use.
Competitive Analysis
In analyzing skincare brands like La Roche Posay and Neostrata, I saw that a clinical yet approachable aesthetic could be achieved through a restrained color palette, straightforward product descriptions, and carefully curated model imagery. These insights helped determine the look and feel that could support Acroderm’s goal of inclusivity.
Surveys and Feedback
I conducted surveys targeting Acroderm’s broad customer base to understand their preferences regarding site design and product information. The feedback emphasized the importance and need for ease of navigation, transparent product descriptions, and a fresh, modern look.
Identified gaps in user experience
Limited product visuals
and unclear descriptions
Product pages lacked essential visual elements and detailed, digestible descriptions, making it difficult for users to assess items fully.
Without high-quality images and concise explanations of product benefits, users were left with an incomplete understanding, impacting trust and engagement.
Ensuring each product page includes engaging visuals and clear, user-centered descriptions became a priority for enhancing the shopping experience.
Confusing product navigation
Users found it difficult to navigate and find the correct product for their specific skin needs.
Lack of emotional engagement
The existing website lacked a personable connection with the users, with little storytelling around the brand or its values.
Simplifying the purchasing journey
Clear e-commerce paths were necessary to encourage users to explore, add to their cart, and complete purchases without unnecessary friction.
Approach
Simplified Information Architecture
The layout organized product details, ingredient benefits, and purchase options in a clear hierarchy. The homepage included prominent sections for product categories and scientific background, while individual product pages provided concise descriptions and ingredient breakdowns using collapsible sections, maintaining a clean look. Iterative wireframes focused on strategic element placement to keep the user’s journey smooth and goal-oriented.
Incorporating Feedback
With feedback from initial wireframes, high-fidelity mockups incorporated final color schemes, typography, and clinical imagery, ensuring the website’s clinical appeal was intact yet approachable.
E-COMMERCE
Interactive Product Filters
A key feature was the implementation of interactive filters, which allowed users to find products based on skin type, concerns, and desired results. This added layer of personalization helped users feel more confident in their purchase decisions, aligning with Acroderm’s transparency goals. Testing focused on the ease of product discovery and purchase completion.
Design Approach
I designed the product pages to reduce any friction in the purchase flow, with a focus on easy-to-access product highlights, clear call-to-action buttons, and user-friendly sorting options. Quick-view features allowed users to learn more about products without excessive navigation, and the checkout process was streamlined to be direct and intuitive, with minimal steps and accessible customer support options.
Results
Positive User Feedback
Users reported a positive impression of the website’s balance between clinical professionalism and approachable design. Younger users appreciated the inclusion of relatable imagery.
