Pibu is a family-owned Korean skincare store located in New York City. They opened their store in December 2023, and they target individuals of all genders in their 20s to 40s and offer a variety of skincare products. Their customers are mainly local residents, and they are considering the development of a website and an e-commerce platform to expand their business. They are hoping to have a website that matches to their target customers, and their aesthetic of the store.

First, I conducted a competitive analysis to understand the structure and features of general skincare e-commerce sites. I compared two direct competitors specializing in K-beauty with one indirect competitor focusing on general skincare. Based on each site’s brand value and target audience, I identified how they present their websites.

While all e-commerce websites share basic functionalities, each one incorporates unique features tailored to their target users. Direct competitors have fewer products but offer a simple and very user-friendly layout. On the other hand, indirect competitors, with a broader range of brands and products, use icons and other design elements to make the vast amount of information more accessible.

I conducted a survey with 15 participants aged 25-44 to understand their interest in skincare products, the criteria they use, and how they make purchase decisions.

I recorded key points from the surveys and user interviews on individual sticky notes and created an affinity map. Then, I categorized the information by topics and patterns.

After conducting research, reviewing the findings, and organizing the data, I created a persona in the early stages of the design process to deepen my understanding of specific users and user needs.

To address specific user needs, I created a POV statement focused on skin type, as it is crucial for achieving the personas’ goals.

Then, I took the problem into a clear question that helps find creative and practical solutions.

Considering technical aspects and stakeholder input, I brainstormed key features aligning with business and user goals. A hybrid card sort with 37 cards and 7 participants helped refine the menu structure.

Based on the card sort results, I created a sitemap for the website structure, ensuring easy access to product categories like skin type and concerns alongside the shop section.

To understand user needs and identify potential issues or confusing elements, I created a user flow.

After creating initial sketches, I developed mid-fi wireframes and conducted a usability test. Based on the results, I improved the designs to make them more user-friendly and easier for users to navigate.

To align the website with Pibu's established brand image, I confirmed the branding with stakeholders and incorporated the elements into the high-fidelity wireframes.

I conducted usability testing with 6 participants to confirm that the high-fidelity wireframes met user goals, refining the design through repeated testing and iterations to ensure smooth functionality on both desktop and mobile.

This project gave me hands-on experience collaborating with stakeholders to design a website that helps users identify their skin type. The main challenge was balancing research with stakeholder feedback. The fast-changing cosmetics market highlights the need for continuous updates to keep the site user-friendly and support business growth.

Since many people seek convenience when purchasing skincare products online, the search function and checkout process need improvement. By enabling customers to quickly find the products they are looking for and reducing the hassle of entering information through card history, I can enhance customer satisfaction.