Redesigning Skincode
e-commerce

In this case study, we explore how Skincode's digital presence was revamped to deliver a more seamless, user-friendly experience. Through thoughtful design and intuitive navigation, we enhanced the overall user journey, ensuring a smoother interaction with the brand’s online platform.

Client
Skincode

UI / UX / Branding, photoshoot direction

Tools: Adobe XD, MIRO, Photoshop, Illustrator

Project overview

Skincode is a leading Swiss skincare brand that specializes in high-quality dermatological products.
As consumer expectations evolved and e-commerce competition intensified, the company recognized the need for a website redesign. The objective was to create an engaging, user-friendly platform to enhance customer experience, drive sales, and reinforce brand identity.

Problem

Skincode website had several challenges that needed to be addressed:

  • Complicated navigation makes shopping harder.

  • Slow loading times can make users leave.

  • No personalized features to engage users.

  • The checkout process causes many users to abandon their carts.

  • Limited mobile responsiveness, reducing accessibility

Project Goal

The project's goal was to revamp Skincode to align with modern UX/UI standards,
improve e-commerce functionality, and strengthen customer engagement.

Project Plan

The project was divided into key phases:

Research & Strategy – Analyze user behaviour, check out competitors, and review site performance.

UX/UI Redesign – Create a visually attractive, easy-to-use design that works well on all devices.

Development & Testing – Build a fast, efficient site with a smooth checkout and interactive features.

Launch & Continuous Improvement – Launch the site, track performance, and improve based on feedback.

The skincare and beauty industry is highly competitive, with multiple brands investing in digital transformation to enhance customer engagement and drive online sales. Understanding the landscape was crucial to positioning Skincode effectively.

Many users seek premium skincare solutions online, but with so many options available, they prioritize ease of use, trust, and a seamless shopping experience. Our competitor analysis focused on brands such as La Roche-Posay, Dermalogica, and Drunk Elephant to identify best practices and areas for differentiation.

Through this research, we uncovered key trends:

  • User-Centric Design: Competitors focused on clean, attractive layouts that made navigation and shopping easier.

  • Omnichannel Approach: Connecting smoothly with social media and influencers helped raise brand awareness.

  • Optimized Checkout: A more uncomplicated checkout with various payment options lowered cart abandonment.

  • Educational Content: Top brands used expert blogs, videos, and skincare guides to build trust and improve SEO.

  • The Ritual Finder: Personalized product recommendations and skincare routines helped users discover the best products for their needs.

We recognized that while larger competitors offered robust e-commerce solutions, there was an opportunity for Skincode to differentiate itself with a highly personalized, premium-feeling digital experience that reinforced its Swiss heritage and dermatological expertise.

Enhance User Experience

Improve website navigation, structure, and accessibility to ensure a smooth customer journey.

Increase Conversion Rates

Optimize the website for lead generation and sales through strategic design and functionality enhancements.

Improve Performance & Responsiveness

Ensure fast load times and seamless operation across all devices.

Strengthen Brand Identity

Maintain a premium and cohesive design reflecting Skincode’s core values of purity, efficacy, and innovation.

Boost Customer Engagement

Implement interactive and personalized features to increase user interaction and brand loyalty.

Project Objectives

Design & Development:

  • The website’s layout was restructured to make finding products easier.

  • Featured best-selling and new products.

  • The design was optimized for mobile to ensure it worked well on all devices.

  • Introduced The Ritual Finder, a personalized tool to help users discover the proper skincare routine.

  • Icons for Intuitiveness: Added visual icons to improve user experience and make navigation more intuitive.

Conclusion

The Skincode website redesign made shopping easier, faster, and more personalized. Skincode is now better positioned to grow in the competitive skincare market by focusing on user needs, mobile optimization, and tailored features.

Key improvements include:

  • Flexible Shopping: Users can create an account or shop as guests.

  • Personalized Emails: A custom mailing program delivers tailored skincare recommendations.

  • Skin-Test Feature: Helps users find the best products for their skin type.

  • Mobile-First Design: Ensures a seamless experience on all devices.

These upgrades create a smoother, more personalized shopping journey while strengthening Skincode’s competitive edge.