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Project Overview
Project Overview
As part of my UX/UI Designer Pro course at Hillel IT School Ukraine, my final project involved creating and implementing an e-commerce platform. Given my personal interest and experience in cosmetics, I chose this topic as the focus of my project. I worked on this project for approximately four months.
The product
The product
VRODA is an online store that offers a curated selection of clinically proven skincare products from world-renowned brands, recommended by leading dermatologists.
The typical users are individuals seeking skincare for personal use and beauty professionals who purchase products to resell to their clients.
The problem
The problem
Many online platforms offer a vast selection of skincare products, often prioritizing quantity over quality and neglecting the importance of clinically proven efficacy.
Additionally, these platforms rarely cater to the specific needs of beauty professionals, lacking dedicated services and benefits.
The goal
The goal
Curate a selection of clinically-proven products from reputable brands.
Design a user-friendly platform with easy navigation.
Offer exclusive benefits and support for beauty professionals.
My role
My role
UX / UI designer leading the VRODA website design.
My responsibilities were conducting user research, creating wireframes and prototypes, iterating on designs for responsive experiences.
My responsibilities were conducting user research, creating wireframes and prototypes, iterating on designs for responsive experiences.
Empathize
Empathize
Through a thorough analysis of user research data, I created detailed user personas that accurately represent our target audience.
Research
Research
Before conducting user interviews, I conducted a competitive analysis and identified the target audience.
After analysing competitive data and target audience insights, I formulated hypotheses that were validated through user interviews.
Research summary
Research summary
User interviews highlighted a strong demand for a user-friendly platform, international shipping, and advanced product filtering. Customers also valued clear product information, loyalty programs, and flexible payment options, including pay-on-delivery and instalment plans. Online consultations were not a significant priority.
Define
Define
Through a thorough analysis of user research data, I created detailed user personas that accurately represent our target audience.
Personas
Personas
Through a thorough analysis of user research data, I created detailed user personas that accurately represent our target audience.
Christina
Christina
Age: 25
Job: Office Manager
Country: the UK
Goals
Goals
Purchase effective cosmeceutical skincare products for acne treatment.
Clear existing acne and post-acne marks.
Achieve healthier, more attractive skin.
Motives
Motives
Use proven cosmeceuticals with a strong evidence base.
Improve overall skin health.
Enhance appearance.
Pain Points
Pain Points
Lack of personalized recommendations.
Uncertainty about product efficacy.
Difficulty understanding payment terms.
Inability to search for specific brands of cosmeceuticals.
Bio
Bio
A 25-year-old office manager currently residing abroad. Christina is seeking high-quality skincare products containing active ingredients like acids and retinol to combat acne and improve her overall skin condition.
"If I have to choose between similar products suggested by my dermatologist, I primarily consider price, size, and customer reviews. I might also check the ingredients."
"If I have to choose between similar products suggested by my dermatologist, I primarily consider price, size, and customer reviews. I might also check the ingredients."
"Not always, when you buy a whole line of a certain care product, do you need all the items, or they may not give any results at all, or even harm..."
"Not always, when you buy a whole line of a certain care product, do you need all the items, or they may not give any results at all, or even harm..."
Oleksandra
Oleksandra
Age: 45
Job: CEO
Country: Ukraine
BIO
BIO
A 45-year-old director living in Ukraine. Oleksandra is seeking high-quality skincare products with potent ingredients like retinol, vitamins, peptides, and antioxidants to combat ageing and maintain youthful, firm skin.
Goals
Goals
Purchase effective cosmeceutical skincare products to address wrinkles and pigmentation.
Achieve an even skin tone.
Motives
Motives
Use proven cosmeceuticals with a strong evidence base.
Reduce wrinkles.
Maintain skin firmness.
Pain Points
Pain Points
Self-diagnosing skin concerns
Risk of skin damage from incorrect product usage
Paying upfront for high-value products
Concern about product authenticity
Uncertainty about payment terms and security
Hesitancy to share personal information online
"I tried paying in instalments once, but my bank flagged it as suspicious activity. Now, I prefer to pay upfront or use instalments only on trusted partner websites."
"I tried paying in instalments once, but my bank flagged it as suspicious activity. Now, I prefer to pay upfront or use instalments only on trusted partner websites."
Yulia
Yulia
Age: 28
Job: Cosmetologist
Country: Germany
BIO
BIO
Yulia is a 28-year-old cosmetologist currently residing abroad. She's seeking an online store specializing in evidence-based cosmeceuticals to purchase products for resale to her clients through a loyalty program.
Goals
Goals
Find an online store offering professional-grade cosmeceuticals with scientific backing.
Utilize a loyalty program designed for cosmetologists.
Stay updated on new product launches.
Motives
Motives
Provide clients with trusted, evidence-based skincare products.
Take advantage of discounts and special offers for cosmetologists.
Pain Points
Pain Points
Limited product filtering options.
Lack of detailed product usage instructions.
Incomplete ingredient lists.
Inaccurate product availability information.
"I consider factors like product popularity, brand reputation, size, global reviews, and scientific backing."
"I consider factors like product popularity, brand reputation, size, global reviews, and scientific backing."
Ideate
Ideate
Considering user difficulties with payment terms, limited product search options, incomplete product information, and the absence of a dedicated professional account, I began structuring the website to prioritise simplicity and ease of use.
To enhance user experience, I structured the sitemap to feature separate accounts for general users and professionals, diverse search options (category, brand, skin concern), and an FAQ section addressing common queries, including payment methods.
Sitemap
Sitemap
Lo-fi Digital Wireframes
Lo-fi Digital Wireframes
Following the sitemap, I created low-fidelity wireframes, focusing on clear user flows and intuitive navigation.
Solution
Solution
Hi-Fi Desktop Mock-Up
Hi-Fi Desktop Mock-Up
Based on user insights and wireframe designs, my mock-ups prioritise intuitive navigation, advanced filtering options, and comprehensive product information, including expert tips.
Homepage
Homepage
Catalogue Page
Catalogue Page
Product Page
Product Page
To fulfil the project goal of providing a tailored experience for professional users, we have implemented separate account types with specific features and benefits.
I have created a dedicated client management section for professional accounts.
Professional Account
Professional Account
Patients List
Patients List
Patients Profile
Patients Profile
Hi-Fi Desktop Prototype (ordering the product)
Hi-Fi Desktop Prototype (ordering the product)
To create a high-fidelity prototype, I focused on the key user flow of adding items to the cart and checking out.
Hi-Fi Mobile Mock-Up
Hi-Fi Mobile Mock-Up
To validate the hypothesis of developing a mobile version, I created key mobile pages demonstrating responsive design.
View the VRODA Prototype
View the VRODA Prototype
Learn more about project details
Learn more about project details
Test Hi-Fi Desktop Prototype
Test Hi-Fi Desktop Prototype
Results
Results
I achieved top results in my Hillel UI/ UX Design Pro courses and was recognised as a top student.
What I learned
What I learned
User research is crucial for identifying user needs and informing design decisions.
I discovered that design is an iterative process that requires patience and a willingness to continuously refine and improve.
User-centred design should be the core principle of all design decisions.
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