UX Design
Web Design
Art Direction

I designed a skincare e-Commerce website with one main goal: creating the best UX for a gen Z mind.

Done at CreativeDisorder agency.

Intro

OneTrickPonies is a simplified approach to skincare. Six Holy Grail products featuring six superhero ingredients that give your skin exactly what it needs, every single day.
With this approach I started my journey. 

The Challenge

The first step in understanding this generation is to dissect the basic concepts of what Gen Z finds appealing about certain platforms. Understanding the nitty-gritty that shapes their behavior is vital for any business if it wants to effectively communicate and connect with them.

I approached design while conducting research throughout: Core experience, brand’s philosophy & visual Interface. I’ve come to the conclusion that Gen Z users usually favor the following features:

1. The information needs to be digestible in 8 seconds or less due to short attention span.
2. Visual Oriented & Multiplatform
3. Shareable
4. Authentic content

“They expect a rich visual experience because they were born using glossy touch screen platforms with seamless multitasking.” 

With this in my mind, it was clear that the experience should be mobile first and foremost. This is the first and main place they will communicate with the brand.  

I started by defining where we want to be. It was clear that the we should focus on making the experience "effortless". To make it feel more effortless, we focused on 3 things: speed, clarity and accessibility. A perfect balance of the 3 would create the desired UX.

We drilled into each attribute with specific ways it could manifest in the user experience. This really clicked and helped everyone understand what the strategy meant and what we needed to do next.

These building blocks helped us to structure a clear, straight forward website, that delivers a visual appealing experience. For that, we created 3d models of the products and for each main ingredient of it.

We set user tests with 10 different users, guiding them to share their thoughts and feelings while egaging with the site. All 10 declared positive feelings and high engagement, even before purchasing. When asked how high does the brand and the experience feels efortless and visually appealing - 8 out of 10 stated very high. 

Another important guiding key in approaching GenZ wich resembles with “efortlessness” is authentnicity.
Most of the content created for the website was UGC.

In a world full of sponsered content and products that keep inventing non-necessary features, it is important to tune in to who the audience truly is.