STĀS Skincare
Web
UX Research
E-commerce
A full UX research and redesign of a premium skincare brand's e-commerce store, turning a cluttered catalogue into an intuitive, conversion-focused brand experience.
Problem
STĀS had a beautiful product and a website that didn't match it. Navigation was generic, mobile was broken, and customers were DMing the brand on Instagram to ask which product to buy, because the site couldn't answer that question.
Solution
I restructured the product taxonomy around skin type, product type, ingredients and and concern rather than a generic product category, rebuilt the homepage as a brand story rather than a catalogue, and redesigned the mobile experience from scratch. The site now guides users instead of overwhelming them.
