AMOREPACIFIC

AMOREPACIFIC

AMOREPACIFIC

My Team

Duration

4 Months

My Role

UI Design

Art Direction

Tools

OUR PROBLEM
How Does Heritage Drive A Premium Experience?
How Do We Bridge East Asian Roots With Digital
Sophistication?

Inconsistent navigation and visuals disrupt the user journey. By failing to integrate East Asian heritage thoughtfully, the experience lacks the sophistication required to engage a discerning 25–45 audience.

OUR SOLUTION
How Can A Mobile First Journey Redefine Sophistication?
How Can A Mobile First Journey Redefine
Sophistication?

By prioritizing a mobile first lens, we streamlined the interface to create an effortless, premium experience. This refined navigation, paired with visuals that celebrate East Asian roots, elevates the brand’s digital presence.

PROJECT OVERVIEW

01

01

Case Study

Case Study

Case Study

02

02

Art Direction

Art Direction

Art Direction

03

03

UI Design

UI Design

UI Design

04

04

Design System

Design System

Design System

Research & Art Direction

OUR VISION

Deliver an holistic digital experience that mirrors the innovation and luxury of AMOREPACIFIC. We believe premium skincare should be as intuitive as it is indulgent.

Deliver an holistic digital experience that mirrors the innovation and luxury of AMOREPACIFIC. We believe premium skincare should be as intuitive as it is indulgent.

COMPETITOR ANALYSIS

INSIGHTS VIA WEB ANALYSIS

INSIGHTS VIA WEB
ANALYSIS

After carefully analyzing the existing AMOREPACIFIC website, these three pain points stood out as the most critical: visual clutter that hinders navigation, accessibility gaps for the core 25–34 and 35–44 demographic, and a brand disconnect that makes the premium shopping journey feel cold and transactional.

  • Visual Clutter:

    Excessive on screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.

  • Inaccessible

    Low contrast, small typography, and unclear call to actions which create significant barriers for the core 25–44 demographic, hindering usability and alienating the brand’s most loyal customer base.

  • Disconnection:

    The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.

  • Visual Clutter:

    Excessive on screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.

  • Inaccessible

    Low contrast, small typography, and unclear call to actions which create significant barriers for the core 25–44 demographic, hindering usability and alienating the brand’s most loyal customer base.

  • Disconnection:

    The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.

  • Visual Clutter:

    Excessive on screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.

  • Inaccessible

    Low contrast, small typography, and unclear call to actions which create significant barriers for the core 25–44 demographic, hindering usability and alienating the brand’s most loyal customer base.

  • Disconnection:

    The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.

MARKET RESEARCH

0Customer Market
South Korea
93.0%
China
3.0%
United States
2.0%
Malaysia
2.0%
0Customer Market
South Korea
93.0%
China
3.0%
United States
2.0%
Malaysia
2.0%
18-24
25-34
35-44
45-54
55-64
65+

Age distribution is an approximate model informed by recent K‑beauty and anti‑aging market reports and prestige‑skincare behavior. The primary audience is 25–34, with meaningful secondary segments in 18–24 and 35–44.

Primarily Female Shoppers0%
↑ 10%
New Visitors0%
↑ 18%
Mobile First Audience0%
↑ 3.4%
Average Order Value$0
↓ -4%
Primarily Female Shoppers0%
↑ 10%
New Visitors0%
↑ 18%
Mobile First Audience0%
↑ 3.4%
Average Order Value$0
↓ -4%

Market segmentation

Minsu Jeong/ Radiant Researcher

32

Primary

I want efficient, holistic self care that honors my heritage amidst my fast paced career, ideally by balancing high stress Seoul living with restorative Korean rituals.

Charlotte Hutton/ Skincare Shepherd

40

Secondary

I want to explore global skincare trends while making my skin as healthy as possible , ideally by discovering high quality skincare that can be used between me and my daughter.

Mei-ling Wang / Timeless Traditionalist

53

Tertiary

I want to maintain the elegance and skin health I have nurtured for decades, ideally by continuing my lifelong commitment to premium, time tested beauty traditions.

After conducting market research, I developed three distinct personas to represent our user base and guide the design process: a Primary persona reflecting the most frequented 25–34 age demographic, a Secondary persona representing a new mother seeking to bond with her daughter through the world of Korean skincare, and a Tertiary persona embodying the lifelong loyalty of our oldest consumers.

DESIGN PRINCIPLES

Personalized Empowerment

Build confidence by offering tailored skincare journeys and intuitive tools that put the power of professional grade results in the user's hands.

Exclusivity

Elevate the brand’s prestige through a curated, minimalist interface that feels like a private, high end consultation for the discerning user.

Authentic Storytelling

Bring the brand's heritage to life through rich, purposeful content that connects the wisdom of East Asian rituals with modern skincare science.

ART DIRECTION

Design Direction

Vivid Wilderness

This experience is all about capturing AMOREPACIFIC’s essential harmony between natural vitality and high end elegance. By utilizing a palette of vibrant greens and soft golds, the interface radiates a fresh, energetic spirit while maintaining its luxury positioning. The visual language pairs crisp, modern imagery with organic elements like dewy textures and filtered light to create a sensory atmosphere that feels welcoming rather than cold. Strategically, the experience is tailored for the brands core 25–45 demographic. By prioritizing navigational familiarity and visual clarity, the design ensures a frictionless journey for loyal customers, while the refined aesthetic successfully invites a younger, millennial audience into the brand story.

This experience is all about capturing AMOREPACIFIC’s essential harmony between natural vitality and high end elegance. By utilizing a palette of vibrant greens and soft golds, the interface radiates a fresh, energetic spirit while maintaining its luxury positioning. The visual language pairs crisp, modern imagery with organic elements like dewy textures and filtered light to create a sensory atmosphere that feels welcoming rather than cold. Strategically, the experience is tailored for the brands core 25–45 demographic. By prioritizing navigational familiarity and visual clarity, the design ensures a frictionless journey for loyal customers, while the refined aesthetic successfully invites a younger, millennial audience into the brand story.

Welcoming

Welcoming

Welcoming

Fresh

Fresh

Fresh

Refined

Refined

Refined

Holistic

Holistic

Holistic

BRAND ARCHETYPE

THE CREATOR

0%

0%

THE SAGE

0%

0%

UI Design

MOBILE SCREENS

NEW FEATURE

DESKTOP

Design System

COLORS

Shadowed Camellia

#305C1A

R 48 G 92 B 26

Inspired by the deep, waxy leaves of the winter camellia, this shade provides a grounded,

architectural foundation that feels both ancient and prestige.

Inspired by the deep, waxy leaves of the winter camellia, this shade provides a grounded, architectural foundation that feels both ancient

and prestige.

Jeju Vitality

#358000

R 53 G 128 B 00

A potent, concentrated green that mirrors the raw energy of volcanic soil nutrients,

designed to highlight the high-performance science behind the brand.

A potent, concentrated green that mirrors the raw energy of volcanic soil nutrients, designed to highlight the high-performance science behind

the brand.

Green Tea Mist

#4C8230

R 76 G 130 B 48

A balanced, atmospheric mid tone that evokes the soft hum of a Jeju tea garden

at dawn, representing hydration, serenity, and refined ritual.

A balanced, atmospheric mid tone that evokes

the soft hum of a Jeju tea garden at dawn, representing hydration, serenity, and

refined ritual.

First Leaf Glow

#529B22

R 82 G 155 B 34

Capturing the translucent clarity of a sun drenched sprout, this light filled green brings

a sense of renewal, brightness, and "lit from within" luxury.

Capturing the translucent clarity of a sun drenched sprout, this light filled green brings a sense of renewal, brightness, and "lit from within" luxury.

CARDS & VISUALS

TYPOGRAPHY

Outcomes

The Amorepacific redesign creates an elegant, intuitive experience. By harmonizing visuals and navigation, I restored a premium digital journey that mirrors the luxury and clarity of an in person boutique.

Reflections
During this redesign, I realized that for a mature audience, luxury is defined by ease and intuition rather than just aesthetics. By simplifying complex navigation, I addressed the need for a dignified experience that respects the user’s autonomy and time. Mastering the balance between sophisticated branding and high visibility accessibility taught me that great design should never make a user feel tech fatigued, but rather empowered
Next Steps
I will conduct usability testing with users aged 40–60 to ensure the refined navigation and high contrast visuals effectively reduce cognitive load. To safeguard the brand's prestige, I’ll establish a digital style guide that standardizes luxury assets across all product categories. Finally, I’ll monitor conversion rates and bounce rates to confirm that a more intuitive, frictionless interface successfully drives sales and reinforces brand loyalty.