Skinna Website

This website is a skin solution-focused online store that helps people with sensitive or problematic skin find products tailored to their condition, like eczema, itching, or dryness. Its main selling point is a guided, problem-first experience (through categories, filters, and a skin finder tool) that recommends safe and targeted products, making it easier for users to feel confident that what they choose will actually suit their skin.

User Experience Strategy

From a user experience perspective, the website guides users step by step through clear categories like skin concerns (eczema, sensitive skin, dryness), body areas (face, eyelids, groin, scalp), and product types, or use a finder tool to receive personalised recommendations. Each product page highlights what the product helps with, explains key ingredients, and includes reviews from people with similar issues, reducing uncertainty and decision fatigue. Overall, the experience is designed to feel simple, reassuring, and supportive, helping users quickly find solutions they can trust.

Website UX

DEFINING THE PROBLEM

During the design process, we initially considered structuring the website around traditional product categories, as seen in most ecommerce stores. However, we identified that this approach would require users to already know which type of product they need, which is often not the case for people with sensitive or problematic skin. Instead, we shifted to a problem-focused category structure, organised by skin concerns, symptoms, and body areas. This decision improves the user experience by guiding users more intuitively toward relevant solutions, reducing confusion and decision fatigue. It also strengthens SEO performance, as users are more likely to search for terms like “itchy scalp” or “eczema relief” rather than specific product types, allowing the site to better align with real search intent and attract more targeted traffic.

PRODUCT PAGE

The product pages are designed to clearly communicate what each product helps with, highlighting skin concerns, key ingredients, and safety features in a simple and easy-to-scan layout. This helps users quickly understand whether a product is suitable for their needs. We also considered adding customer stories and reviews to build trust, provide real-life reassurance, and help users relate to others with similar skin conditions, making it easier for them to feel confident in their purchase decisions.

The website design is centred on building trust and guiding users toward relief, using banners that highlight helpful information and solutions for specific skin concerns. Interactive elements like colourful GIFs are included to attract attention and make the experience more engaging without overwhelming the user. We also incorporated offers that encourage users to share reviews and personal stories, helping to enrich the content and strengthen credibility. Alongside clear product information, these reviews provide reassurance and social proof, supporting confident decision-making.

Here the users suggested using a different CTA which was more attractive. Instead of “Participate Now” we changed it for “ Enter to Win”

We decided to add some tags to the product like “ Relieves itchy” and “ Inflamed Skin”, because this is a confirmation of the product capabilities and it helps the user to take a more confident decision at purchasing.

The Goal

The goal of this website is to make it easy for people with sensitive skin to find safe, effective products tailored to their specific needs. By focusing on skin concerns and guiding users toward suitable options, the site aims to reduce confusion, build trust, and help users feel confident in choosing products that will soothe and support their skin.

ITERATION PROCESS