SK-II GEN3 Website
User Experience/Website Redesign
AGENCY
HUGE Inc
DELIVERABLES
Concept development
User experience
Visual design
The ask is to drive a better conversation on the US SK-II product page by creating more engaging product pages.
We recreated the product pages and also established a design system across the digital platform for consistency.
SK-II客户希望通过重新设计产品的网站，以便更好地与美国市场的用户进行沟通和宣传。
这次的项目，我们除了更好地提升网站的用户体验，同时还建立了设计系统，以帮助企业在各个互动平台上的统一性和延续性。
THE ASK
Drive a better conversation
on the US market
To redesign the product pages so they can be the source of truth for all things SK-II in the US and be able to answer key consumer questions. So that we trigger conversion on DTC and other retailers.
The goal is to educate and engage theUS audience about the unfamiliar skincare brand, product type (essence) and ingredient (PITERA™).
THE RESEARCH
How can we create a personalized experience in the market where customers are unfamiliar with the brand?
We conducted workshops and user interviews to understand the users better. Hold Co-design sessions allowing users to illustrate journeys and help design their own solutions.
example of user journey and persona 
THE APPROACH
A dynamic site that fits the different needs.
The user’s destination may be different base on how they got into the site. Depending on the ad, marketing campaign, or user’s needs, we tell the story differently.
THE NAVIGATION
To keep all information available at first glance in the cleanest possible way.
Based on the research, there are 20% of users go to FTE or best product pages. Also, despite FTE being part of the hamburger menu in Mobile view, the high % of visits could be due to “Chloe banner”. So we decided to go with surfacing all top-level navigation and brings up the bestsellers.
THE VISUAL DESIGN
A narrative arc to drive the rich content on the page through key moments.
Using a storytelling strategy to show people why the product is so very awesome, instead of just telling them that.
DESIGN SYSTEM
I’m also the lead designer to established the design system which has been used across different platforms and projects in SK-II.
