About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
About Me
I'm a twenty six years old designer form Taiwan who recently got a master's degree from the Digital Media program at Northeastern University. My concentration of design are user experience, user interface, and interactive design. Or people may known as websites, applications, and platforms.
Amelia iPretty Website
Amelia iPretty is a comos brand which origins from Taiwan. Their products were all organic and camical-free. The aim of the company is to bring out the natural beauty of their costomers instead of put on extra additives. They also provides a simple and natural alternitive solution for people with sensitive and vulnerable skin.
# Web Design # UX Design # UI Design
My Role
In this project, I was responsible for the website design and creation using the e-commerce platform. Before I started, Amelia iPretty actually has an existing Chinese version website. So basically, it was a re-design project. Due to the cultural and behavioral differences, I had to re-do the research and discover the issues that need to be changed.
The Problem
Since the existing website is targeting the Asia market, so the strategy and the direction is kind of different from the US market. Especially, the differences are shown in culture and purchasing behavior. So that there should be some modification to the content strategy.
Landing page sections
When I land on the homepage of the original website, I found that there are only two main sections (except header, navigation, and footer), banner and featured products. I believe that the homepage is the most important page for a website. The content strategy of the homepage plays a very important role in converting users.
For the navigation, the content and the pages are categorized in the most straightforward approach. For example, the products are grouped by the series. And it is the only way to navigate through the products.
Individual product page
On the individual product page, the description of the product is kind of unorganized. There is just a long list of images that are relevant to the technology of the product listed on the page. So it is not only difficult for users to get the information they want but also takes the users away from the CTA button.
Target Audiences
Primary
35 - 45 female, eat healthy and care about what they put on their skin, higher disposable income, all skin types, mostly dry in US (love sun). 70%
Secondary
25 - 35 female, follow trends, care about their appearance, lots of makeup, heavy social media user (Instagram), lesser disposable income, care about experience and good value for money. 20%
Tertiary
Male, with acne scars. 10%
High-level Goals
Checkout
The website is an e-commerce website, so the main purpose is absolutely getting users to put the products in their cart and click checkout.
Sign Up
If the users sign up to our website we can send emails to their inbox and promote.
Contact Us
It's always good for the customers to be curious about our products. Also, companies that would like to have a partnership are welcome.
Solutions
Landing page sections
Instead of only one, I designed three different sorting methods for users to navigate through the website. The users can go by collections, by skin types (solutions), or by ingredients. In this case, the users are allowed to find the products they really need straightforwardly, which is a very important factor for a smooth user conversion process.
I also included the user review system (stars and reviews number) in the product preview information section. Since the product of the company is the kind of product that the users can't try before they buy (especially online store), it would be a great reference if there is feedback from other users who have tried the product.
Since the brand focuses on using natural ingredients and chemical-free, a bright and clean look and feel for the theme would provide a corresponding vibe.
According to the personality of the target audiences, our users cares a lot about what they put on their face. So, we list the ingredients and our certificates on the home page to fulfill their requirements. To be honest, it's difficult for users to believe what we say about ourselves. However, the certificates would serve as solid proof.
Ind Product Page
In the description part of the individual product page, I try to keep the description of the product short and precise. Since the users are not likely to go through a big paragraph while shopping, a short one would serve the purpose and also keep the checkout button in their sight.
Afterward, the reviews may clear some uncertainty for the users and lead them to click the checkout button.
Finally, always give the users options to keep them on site. If non of the above works, there is a "You may also like" section for the users to keep shopping on our site.