Hanna Kim 


The redesign of Aritaum’s website,
a prominent Korean skincare company with mutiple brands.



Project Overview

The existing site was outdated, user research was conducted to identify pain points and opportunities. The goals were to enhance usability, establish visual consistency, appeal to younger audiences while retaining existing customers, and drive conversions.

Focus was placed on creating an intuitive information architecture, seamless navigation, visually appealing UI with high-quality assets, clear CTAs, and optimized product displays. Usability, accessibility, and prioritizing the user experience were key throughout the process.My Role

  • User research
  • Goal definition
  • Information architecture
  • Visual design
  • Conversion optimization
  • Usability and accessibility
  • Project oversight
  • Experience enhancement


Outcome
27%
Increased in product page engagement19%
Decrease in bounce rates31%Boosted bestseller purchase rate36%
Email subscription growth22%
Membership repurchase uplift




Key Challenges
  • Asset deficiency:
Limited visual assets due to budget constraints, requiring strategic use of photography resources.
  • Engagement gap:
  Existing designs failed to capture users' interest, resulting in high bounce rates and poor site exploration.

  • Product discoverability:
Best-selling products were difficult to locate, hindering conversions for high-demand items.

  • User onboarding:
Lack of clear focus and guidance for new users, leading to confusion and potential abandonment.

  • Conversion optimization:
Landing pages lacked compelling calls-to-action (CTAs), missing opportunities to drive desired user actions.

  • Product storytelling:
Insufficient visual and contextual information about product textures, packaging, and unique selling points, hampering the decision-making process for potential customers.



Left Image: Previous homepageRight Image: Previous membership page
Hypothesis

  • Asset Creation and Landing Page :
  Creating new assets and landing pages with CTAs will improve visual appeal, user engagement, and conversions.

  • Product Pages and Best Seller Module:
 More product images, a best-seller section, and streamlined user journeys will increase confidence in purchase decisions and conversions.

  • Membership Page:
An enhanced membership page with clear value propositions and benefits will encourage signups and recurring revenue.

  • Brand Consistency and Visual Aesthetics:
Incorporating Aritaum's brand colors while maintaining a cohesive aesthetic will reinforce brand recognition and positive perception.



User Research

  • Intuitive & Modern Design :
Younger demographic appreciates clean, minimalistic, and visually appealing designs that are easy to navigate        

  • Engaging Content:
Younger demographic often seek educational and engaging content, such as skincare routine, product tutorials, and influencer endorsements.

  • Transparent Branding:
Provide detailed information about product ingredients, manufaccturing processes and certifications to build trust and transparency.
Competitive Analysis

  • COSRX :
 Simple, minimalistic website design focusing on product ingredient and effectiveness. Prioritizes transparency and education about ingredients and formulations to build trust with consumers

  • TONLYMOLY:
Playful, quirky branding with vibrant colors. Incorporate elemts of playfulness, interactivity, and fun into the brand identity and website design to resonate with younger generations.

  • GOOP:
Omnichannel presence with both e-commerce and physical retail locations, providing an immersive brand experience.


Design Approach

The redesign aimed to infuse a sense of playfulness and youthful energy into the site, reminiscent of abstract color swatches that resonate with the target consumer base. The overall aesthetic was kept airy and consistent, leveraging Aritaum's signature pink to reinforce brand identity.



Homepage

Clear and prominent call-to-action (CTA) elements were incorporated into dedicated landing pages, guiding users towards desired actions with minimal friction. A hero section was created to showcase Aritaum's hero products, including the Sulwhasoo First Care Activating Serum, IOPE Bio Essence, Laneige Cream Skin, and Innisfree Green Tea Serum. Each hero card featured an "Add to Cart" button, enabling seamless transitions to the purchase funnel. Additionally, a "Proven Results" module highlighted the efficacy of these hero SKUs, leveraging social proof to build user confidence.

To further enhance discoverability, a "Shop by Category" section was implemented, enabling users to browse products based on their specific needs or preferences. Trusted beauty publications like Insider and Allure were featured, along with customer testimonials, to underscore the brand's credibility and resonance within the industry.


Product Pages

Enriched product pages included lifestyle images, swatches, and videos, providing users with a comprehensive understanding of each product's applications and benefits. Up-to-date product packaging shots were obtained through a dedicated photoshoot, ensuring accurate and visually appealing representations.

Perks such as free shipping and free samples were prominently displayed, adding value to the overall shopping experience and incentivizing purchases.

Category Pages

To cater to consumers seeking unique and limited-edition offerings, category pages highlighted best-selling products with special collaborations, limited editions, or exclusive packaging designs.

Overall, the redesign prioritized an intuitive and visually engaging user experience, empowering users to make informed decisions while immersing them in Aritaum's vibrant brand identity.


©HSJK Thank you, come again