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: Balances luxury and vibrancy but lacks consistency, with a cluttered layout and varying imagery styles.
Visual/Audio Learning
Practice Set Up
Community Space
Reviewing Mistakes
Summary: It maintains balance with a clean design system, a strong community, and solid review practices, but its learning experience lacks interactivity.
Visual/Audio Learning
Practice Set Up
Community Space
Reviewing Mistakes
Summary: It maintains balance with a clean design system, a strong community, and solid review practices, but its learning experience lacks interactivity.
ART DIRECTION
Design Direction
Vivid Wilderness
The experience is designed to reflect AMOREPACIFIC’s philosophy of harmony between nature and science. We’re using a palette of bright greens and soft golds to bring in a sense of vitality and freshness, while still maintaining a luxurious, elegant feel. Imagery will feature clean, modern models surrounded by lush, natural elements think dewy leaves, soft light, and organic textures. The goal is to create a space that feels tranquil but not sterile. Youthful, joyful, and inviting. Every design choice is meant to encourage meaningful interaction with the brand, while subtly communicating AMOREPACIFIC’s holistic and refined heritage.
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.