AMOREPACIFIC
Problem
The website's inconsistent visuals and unclear navigation undermine the brand's luxurious identity, creating a confusing user experience.
Solution
Enhance the shopping journey by refining filters, optimizing navigation, and standardizing image styles to reflect high end boutique sophistication
Research & Art Direction
OUR VISION
To deliver an enduring, innovative skincare experience for millennial women and mature adults, because we all deserve a little pampering.
COMPETITOR ANALYSIS
Design
Navigation
Imagery
Layout
Summary: Clean and sophisticated UI with intuitive
navigation, high quality imagery, a minimal yet
elegant palette, and subtle interactive elements.
Design
Navigation
Imagery
Layout
Summary: Minimalist and sleek UI with structured
navigation, dynamic layout, and refined typography
but limited visual contrast
Design
Navigation
Imagery
Layout
Summary: Balances luxury and vibrancy but lacks consistency, with a cluttered layout and varying imagery styles.
INSIGHTS VIA WEB ANALYSIS
After carefully analyzing the existing AMOREPACIFIC website, these three issues stood out as the most critical: visual clutter that overwhelms the user, lack of accessibility for a diverse audience, and a disconnect between the digital experience and the brand’s emotional essence.
ART DIRECTION
Design Direction
Vivid Wilderness
This experience is all about capturing AMOREPACIFIC’s balance between nature and elegance. We chose bright greens and soft golds to bring energy and freshness, while keeping the look elegant and luxurious. The imagery features clean modern imagery surrounded by natural elements like dewy leaves and soft light creating a vibe that’s peaceful but not cold. It feels youthful and welcoming, encouraging users to connect deeply with the brand. After careful research, we also made sure the design works well for AMOREPACIFIC’s core audience mostly loyal customers aged 30 to 60. We kept things clear and easy to navigate, so it feels familiar and comfortable for longtime users while still feeling fresh and refined.
Welcoming
Fresh
Refined
Holistic
BRAND ARCHETYPE
THE CREATOR
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THE SAGE
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UI Design
MOBILE SCREENS
NEW FEATURE
DESKTOP
DESIGN SYSTEM
COLORS
CARDS & VISUALS
TYPOGRAPHY
DESIGN SYSTEM
Outcomes
The redesign creates a calm, elegant online experience that empowers women to confidently explore and choose skincare. Mirroring the care, clarity, and luxury of an in person boutique.
Reflections
This project was a chance to rethink how skincare is experienced online, crafting a space that feels intuitive, personal, and luxurious while honoring the confidence and care that AMOREPACIFIC brings to every step of a woman’s routine.
Next Steps
Conduct usability testing with our target audience to refine interaction flows and ensure every touchpoint feels intuitive and empowering.