Problem
Skincare shoppers compare products carefully: they want to know the ingredients, how to use a product and whether it suits their skin before they buy. Thin product pages leave them guessing and they leave.
Goal
Help shoppers find the right product and feel confident enough to check out.
Plan
- Option: a marketplace storefront only. Decided against it: little room to explain ingredients or tell the brand story.
- Option: a large catalogue with many filters. Decided against it: too heavy for a small range.
- Decision: a focused store with a few useful filters and rich product pages.
Build process
- Research & structure: Listed the questions skincare shoppers ask first and turned them into a page map and copy.
- Design: Built a clean, light look that keeps the attention on product photos and ingredient details.
- Build: Built the pages mobile-first with light, optimised images so they load quickly on a phone connection.
- Review: Checked every page across phone, tablet and desktop sizes and tightened copy that was hard to scan.
Final product
- A product listing with simple filters.
- Product pages that explain ingredients and how to use each product.
- A cart and checkout flow with as few steps as possible.
- Product photos that stay sharp but load quickly.
Lessons
- Shoppers trust a store that answers their questions before they ask.
- Fewer, better filters work better than many for a small range.
- Every extra step in checkout is a place where people drop off.