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 two personas in the early stages of the design process to deepen my understanding of specific users and user needs.

To clarify the solutions needed to address specific user needs, I created three POV statements based on the personas. Among them, I selected the POV related to a skin type as it is the most crucial for achieving the personas’ goals.

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

As a step to generate ideas to solve the personas’ problems, I mapped out project goals based on the research findings.

While considering the technical aspects and input from stakeholders, I brainstormed key features that align with both business goals and user goals.

I conducted a card sort with 37 cards and 7 participants. Using a hybrid card sort, I determined how users categorized the cards and decided on the menu items and their associated content.

As a result of the card sort, there were no new categories added by the users, and there was unanimous agreement on 15 out of the 37 cards.

Based on the results of the card sort, I created a sitemap for the website structure. Since users expect to see not only products but also categories like skin type and skin concerns as part of the products, the structure was designed to ensure easy access to detailed information from the shop section.

I created two task flows to clarify the steps necessary for users to achieve specific goals and promote a user-friendly approach.

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

I created the page layouts needed for users to complete tasks based on the user flow and task flow.

Based on the low-fidelity sketches, I considered more detailed layouts and digitalized them to create mid-fidelity wireframes, making the detailed layout more tangible. Although users will most likely engage with the product from a desktop, I wanted to make sure that all of the features would also work on a mobile screen.

After creating the mid-fidelity wireframes, I conducted a quick usability test with 5 participants to check if users understood the design layouts and if they found the interface user-friendly.

Based on the results of the mid-fi usability test, I improved the designs to make them more user-friendly and easier for users to navigate.

Pibu already has a developed store image, including a logo and aesthetic. To confirm the website’s tone and direction with the stakeholders, I created two style tiles based on their brand values: one with a blue theme and one with a green theme. The stakeholder selected the blue style tile as the one that best aligns with the brand image.

I incorporated all branding elements into the wireframes to create high-fidelity designs.

To confirm whether the high-fidelity wireframes can actually achieve user goals, I conducted usability testing with 6 participants.

I conducted repeated testing and iterations to ensure the feature works smoothly on both desktop and mobile screens, refining the design to make it more user-friendly.

Through this project, I gained valuable, practical experience by collaborating directly with stakeholders to design the website. A key achievement was creating a site that enables users to identify their skin type, which addresses their primary challenge based on research findings and stakeholder requirements. The biggest challenge lay in balancing research-driven design decisions with stakeholder feedback. Despite the limited timeframe, the fast-paced changes in the cosmetics market highlight the need for ongoing updates to keep the website user-friendly and support business growth.' pain points and consider how to enhance the user experience in order to create a better product. Since everyone has different travel purposes and preferences when choosing a restaurant, it was crucial to identify the problems that diverse users face and what they desire. Throughout this project, I came to understand the importance of user feedback and the necessity of collecting valuable insights through research.

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.