Overview
Audience
Consumers & professional spa partners
KEY CONTRIBUTIONS
Led the full redesign of a B2C-led ecommerce experience, covering discovery through purchase
Reimagined key pages and flows including Home, PLP, PDP, Cart, and Checkout
Designed mobile-first, responsive interfaces to reduce friction and speed decision-making
Established a scalable design system to support long-term growth and catalog expansion
Facilitated usability testing and iterated designs based on user and stakeholder feedback
THE CHALLENGE
The existing experience created friction for users making personal skincare decisions, driven by a dense catalog, limited guidance, and usability gaps, particularly on mobile. Discovery and decision-making were slowed for B2C shoppers, while maintaining B2B spa partner credibility without added friction.
Shopping for skincare feels overwhelming when it’s not clear which products work for my skin or how they fit into a routine
Lisa M., Customer
THE SOLUTION
A responsive, user-centered redesign that prioritizes confident decision-making for B2C shoppers while preserving the depth and credibility required by B2B spa partners. Mobile-first layouts, guided discovery, and streamlined flows reduce cognitive load, accelerate purchase decisions, and reinforce long-term brand trust.
Research & Discovery
RESEARCH PROCESS
To ground design decisions in real user needs and business context, the project began with a focused discovery phase that examined user behavior and category expectations through stakeholder interviews, qualitative journey reviews, heuristic evaluations of key flows, competitive analysis, and an assessment of content hierarchy and education patterns.
Competitive Audit
A competitive audit of leading skincare ecommerce platforms revealed best practices centered on benefit-led discovery, guided navigation, and clear visual hierarchy. Scannable PDPs, routines, and curated sets reduced decision fatigue and improved confidence.
Information Architecture & Strategy
The information architecture was redesigned around user needs, organizing navigation by concerns, routines, and goals to reduce cognitive load, better connect education and commerce, and support first-time users.
Experience Before Redesign
WIREFRAMES
Wireframes prioritized persistent navigation, streamlined entry points, and scannable PDPs to reduce friction and improve decision-making. Complex product selection was simplified through guided patterns and a mobile-first approach.
User Feedback
User testing validated improved clarity and guided discovery, highlighting stronger confidence when navigating products, understanding benefits, and selecting the right skincare solutions.
Design SYStem
Built a scalable, component-driven design system that translated product strategy into reusable UI patterns, ensuring consistency, faster iteration, and seamless collaboration across teams.
FINAL DESIGNS
The final designs elevate Eminence’s digital experience by simplifying discovery and guiding confident skincare decisions through a large, education-driven catalog, while maintaining a premium, professional feel across devices.
Outcomes & Strategic Growth
KEY OUTCOMES
The redesign boosted user satisfaction and engagement, streamlined workflows, and improved mobile performance, positioning the platform for sustained growth and stronger customer loyalty.
NEXT STEPS
Post-launch, focus will shift to refining features based on user feedback, enhancing personalization, and expanding integrations to further streamline workflows and deepen customer engagement.
