SK-II, a word-leading Japanese beauty and skincare brand, wished to revamp their digital channels to truly reflect their stature as one of the most premium brands in the world. In addition to strengthening SK-II's position as a market leader in the online space, the website also needed to be made future-ready for e-commerce.
Leo Burnett's Arc WW (Singapore) consulted with UX Labs, our independent usability business unit, to help create an experience that would not only be the epitome of functionality, but also reflect SK-II's premium essence.
Through a combination of user research and stakeholder interviews, we gathered insights into the key needs and expectations of customers using the SK-II site. By delving into analytics and identifying the personas of the users on the site, we set heuristic benchmarks mapped to SK-II's business objectives.
To this end, we structured the information architecture to focus on simplicity, ease of navigation and instant accessibility. A thorough audit of the website revealed that the existing information architecture had too many navigation points that were too similar to each other, serving only to confuse the user. Instead, we decided to focus on just the three main pillars - Inside SK-II, Collection and What's New, making it effortless for customers to know the brand, discover products and get behind-the-scenes information and news.
Keeping in mind the future e-commerce perspective, the interface was structured in a way that the user could make purchases within 2 clicks, be it on web or mobile. Through responsive design, an optimum experience was offered across devices.
UX Lab's user-centric approach complimented Arc WW's creative vision and the brand strategy perfectly. The simple information architecture not only assisted an aesthetic design, but also enabled effortless brand discovery, product discovery/purchase, and customer engagement.
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