Dea Razmadze
Scope
Team
My Role
End-to-end design
Project manager
Product manager
Developer
Product Designer
Project Scope
Website Goals
OneUp was looking to create an e-commerce website for their skincare product, featuring an innovative idea to simplify routines by combining multiple beneficial features into one bottle.
My task was to design a compelling e-commerce website that would increase product education, offer subscription services and purchasing incentives, and minimize high bounce rates.
WHAT I WORKED ON
Full end-to-end design process, with the navigation menu, cart, homepage, science page, shop page, and secondary brand pages
Designed trendy features and offers such as subscriptions, promotions, gifts with purchases, referral program, and loyalty program
Conducted regular site audits with Google Analytics and heat map data
Supported the marketing team with landing page templates, such as for the Holiday Gift Guide.
RESULTS
Contributed to 30% boost in sales within the first 3 months
Increased conversion rates for paid traffic to 3-5% from the existing rates of between 1.37% to 2.97% in first 2 months.
Initial research
Competitive analysis
I took a look at other beauty brands, focusing on those with similar price ranges and target audiences. While I wasn't trying to reinvent the wheel, I wanted to make OneUp’s website stand out among the sea of other skincare brands. I also wanted to look at what features they were providing, if others had science behind the product, subscription services, one or multiple product in the range, etc.
What I learned worked well
Huge focus on personalization features
Focus on individual products instead of categories
Most skincare brands highlighted all of their products in their hero homepage to get users shopping as soon as possible
Landing page
OneUp asked me to develop a reusable template for multiple marketing landing pages, where only the content would need to be swapped out. To address this, I designed three landing page templates to streamline the build process, especially given the project's time constraints.
The goal was to present the product simply, including a product motto, a brief routine description, and a prominent CTA button. To enhance the visual appeal, I incorporated the main product features as large, easy-to-read icons, and included a colorful carousel of ingredient images. Additionally, they requested a "them vs. us" comparison table and multiple CTA buttons with varied text.
Introducing product
Simple eye-catching image of the product.
Product motto
Main feature linked to simplified routine claim.
Listing value props
Stylized icons display product benefits without feeling cluttered.
Ingredients carousel
Colorful and fun ingredient list carousel to geek out on what goes into each bottle.
Comparison table
Highlights OneUp advantage to direct competitors on the marked.
Directly shop on the page
Product details, highlighting best features and CTAs are the most important content for users to make purchase.
Highlighting brand value
OneUp breaks down what they care about in the science page directed from CTA.
A human connection
As OneUp is relatively new brand informing users about product features, subscriptions, order info is vital.
Product page
We optimized the product page multiple times to accommodate a longer product description and a full-page video. Since the website is dedicated to a single product and doesn't involve cross-selling, it was challenging to expand and present the maximum amount of information.
Initial launch
utilized a right-left column layout to maximize the top-of-the-fold area. Given that OneUp wanted to include a substantial amount of information at the top, we decided against using a "Read More" option and instead included the entire product description upfront. After conducting a quick A/B test, we found that users preferred this approach.
To ensure the bottle remained the focal point, we integrated multiple images throughout the scroll, along with purchase options and a uniform CTA button. The product emphasizes simplified routines, so per the client’s request, we also included a full-size video.
Introducing product
Making sure all the important information is found easily, without “read more” and additional clicks. Supporting image gallery on the left scroll.
How to use content
Simplified regimen video leaving the space to be swapped with user-generated content in the future.
User-generated content
Reviews have been proven to improve CVR and brand trust exponentially, so we installed Shopify app to collect reviews in real time.
Sticky ATC menu
Ability to easily add to a cart from anywhere on the page.
Science page
OneUp’s Science page is a dedicated space where the brand dives deep into the scientific principles behind their products. Here, we decided to geek out by thoroughly explaining the research and technology that go into their formulations, the sustainable practices used in their packaging, and the credibility of their before-and-after results. Additionally, this page provides a detailed ingredient list, offering transparency and reinforcing the integrity of their products.
Before Afters
Showing positive results of the product
Ingredient visual
Impressive content demonstration
Ingredient list
Full list for transparency
Sustainability promise
Packaging transparency demonstration
About us
To better showcase and promote the product, the strategy was to feature YouTubers who support and believe in it. The page would begin with a compelling CTA that highlights the core values of the product, followed by an introduction to the founders and key individuals who stand behind it, adding credibility and authenticity to the brand.
Prominent CTA
Another CTA for quick buy while browsing the website
Listing value props
Another CTA for quick buy while browsing the website
Human promotion
People behind it who helped ideate, create and promote product with images for credibility
Modest footer
Minimal footer with helpful pages around the product
Usability testing
Conducted unmoderated usability test using dscout on 10 men and 10 women who use skincare everyday, ages ranged between 20-39.
Primary Goal:
Assess if users understand the product's proposed value and ingredients
Evaluate how intuitive and seamless the checkout process is.
Secondary Goal:
Identify pain points and potential improvements in the overall user experience, particularly for men (20-39) and women who use skincare products.
Findings
Success
Clear Understanding of the 6-in-1 Value Proposition:
Most users (both men and women) can easily identify the 6 key benefits the product offers, such as moisturizing, anti-aging, sun protection, etc.
Streamlined and Easy to Navigate:
Participants complete the checkout process quickly and with minimal friction, noting that it’s intuitive, with clear calls to action (e.g., “Buy Now” or “Add to Cart”).
Pain points
Lack of Focus on Specific User Needs:
Some participants (especially women) might feel the product’s focus is too general and doesn’t address more specialized skincare needs, such as acne-prone or sensitive skin.\
Recommendations
Continuous Testing and Feedback Loops
Implement A/B Testing on Checkout Changes
Collect Post-Purchase Feedback
“The product page successfully conveys a trustworthy brand, and users feel that the brand aligns with their values”
Impact
The present version lowered overall bounce rates and exit rates.
Subscriptions of OneUp surpassed the original goals.
30% increase in sales within the first three months