YOUNG SKINCARE BRAND
A UK brand that specialises in skincare for younger users, between 15 and 25.
There are so many skincare and cosmetics brands that you need to conduct time-consuming research to find what would be suitable for you, especially if you are young and new to it. Most of the brands have a line of skincare for young skin, but it’s rarely a separate brand.
Create a girly and minimalistic app for the brand that would be easy and pleasant to use. It could help find the right product for young skin and proceed to purchase in a few clicks.
16 year-old teenager, who is based in London, UK. She’s recently got interested in makeup and skincare, so she doesn’t know much about it. She prefers YouTube reviews over reading product experience articles. She helps out in a coffee shop to earn some extra cash to spend on her own things. She would rather forget her keys, rather than her phone at home. She has the newest iPhone that her parents got her for Christmas.
Create an easy interface that allows you to get from viewing the item to completing the purchase on the go. The feeling of community and peer trust is built by a public reviews section. It provides young people with the familiar and friendly experience of social media. One can leave a review or a question in the “comments” section.
I decided on a common interface for user onboarding screen to make them feel familiar with it from screen one. Human face is something that will undoubtedly get the user's attention.
I am using the contrast of shape (background complex image vs solid colour rectangular) to focus user's attention on the button.
Choosing the success animation for the input was important, to match with the rest of the design, but still stand out without being distracting.
“Success” message modal window stops the user's actions to focus on the fact that the email was sent. The user can't log in without confirming their email address.
Products are presented as an image carousel. It organically transitions into an expanding list, providing all the product details. Elements of user interface seem to be tangible, even though they are behind the glass screen. To overcome that mental gap I added a smooth spring-jump animation, that represents the result of direct manipulation.
The bottom navigation menu features easily-recognisable (functional purpose) hand-drawn icons, reminiscent of journal doodles (aesthetic purpose), to match the teenage vibe.
Categories & Scroll
The idea of a carousel product image gallery was a logical solution for demonstrating products in a familiar way. The user can scroll in all the directions, making the product images go round endlessly.
Context menu was added in order to speed up the shopping experience. User research showed that 80% of them were shopping “on-the-go”. User testing proved that this function significantly increased conversion and decreased the percentage of drop-off.
Since users are accustomed to context menus in mobile devices, I decided to leverage this feature to make the process quicker.
Cart & Delivery
Nothing additional or distracting here. Very straightforward.
NOTE: the client company operates only in the UK, so they have a fixed shipping cost.
I wanted to design an unusual and somewhat entertaining way of entering your payment details. A 3D card effect seemed like a perfect way to visualise and add some fun. The idea of having the actual image of the card serves the functional purpose that makes it easy for the user to find all the information that needs to be filled, on the actual card.
Designing a fun, unusual experience that wouldn’t look childish, unnecessary or too complicated.