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Any & all people with skin

September 2022, 3 weeks

Denver, CO



Figma, Notion, Miro


Tisha Paradis, Gabby Johnson, Esther Yi and myself

Find out what your skin's been craving. 

A desktop and mobile website design to help clear the way to better skin care decisions.


The design challenge 

How might we make clear & healthy skin an achievable and accessiable goal for all who want it?

The Problem
(or in this case, the blemish).

In the United States alone in 2022, the skin care industry was a $153.3 billion dollar market and growing.  The problem our team saw was how difficult it is to figure out what your skin actually needs, what will work for you, and how to put together a skincare routine that makes sense, all without overspending.  Almost anyone could tell you they want heathy and clear skin but the way to achieve it is what remains a mystery to most.  

Our objective: to develop a mobile and desktop website for a skincare business that uses your specific needs and demographics to recommend products that can work for your skin.  


To research this problem further we put together a research plan.  Beginning with user interviews and a survey to find out how people take care of their skin - or not.  

Of the 25 respondents to our survey, well over half didn't know their skin type and 28% didn't have any sort of skin care routine.  Of those without a routine, when asked why, 56% responded that they didn't know where to start.  

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We then wanted to dive deeper into what motivates users to make decisions and purchases around their skin care.  We conducted 7 interviews with a variety of people to learn more about: 

  • How people felt about their skin

  • The skin concerns that people tried to address 

  • The frustrations around skin and skincare products

  • How people shop for skincare products

After chatting with users, we discovered that:

  • Users don’t know what ingredients are good for their skin concerns and skin types

  • There are too many choices when looking for new products

  • Users struggle to maintain a skincare routine

  • Users hear about ingredients and products through word of mouth or social media but don’t necessarily know if it’ll work on their skin

Marketplace Analysis

We wanted to get a pulse on other businesses and what they were doing well and where they may be missing the mark.   We compared our business proposal to Birchbox, Sephora, and Curology.  It was clear there was a market gap and a website that could make recommendations, give routine instructions, and keep track of your products was missing.  

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Our persona, Jackie, works full time and feels like taking on her skin care is a lot of extra work.  She just wants clear and healthy skin but isn't sure where to turn.

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Problem Statement 

Women and men struggle to find products that work for their skin due to the overwhelming amount of products on the market and the lack of understanding around skincare. The wrong product, with the wrong ingredients, or using it incorrectly, can all lead to frustrating issues.  Users deserve to know what they are putting on their skin.

User Insight Statement 

A person interested in finding the right skin care routine for their skin type needs a resource to guide them to the best products because they're overwhelmed with the amount and cost of options available in order to have healthy and beautiful skin.


Once we had a clear understanding of Jackie's motivations and furstrations, we could begin to put together a plan for Skin Fix.  We used the I Like, I Wish, What If method of ideation to gather ideas and then the team voted on the ones we felt were feasible and wanted to see impletmented.  These are the 3 features we felt were important to include:

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After determining the product's core features, we then needed to consider the screens a user would navigate through to get to their curated list of products and we came up with the following user flow: 

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We then sketched out a few screens and moved onto wireframes.  One of the defining features of SkinFix is the step by step product guide that helps you build your skincare routine.  For many of the users we spoke with that didn't know how or where to start, we wanted to make it easy and inform users of why they need each step and how it is beneficial. 

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We neeed to define the brand before we moved onto higherfidelity screens.  We decided that our colors should be a range of skin tones with a touch of greens to bring in a calming and natural feel.  Our fonts were intentionally lighter and airy as a reminder of the kind of serums or moisturizers that you would want to use on your face.  

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Usability Testing

Round 1 Testing Objectives:

  • Assess whether the quiz is easy to navigate and complete

  • Determine if users are able to easily select products for purchase

Based on the interviews we conducted, we found some key insights that helped shaped our design decisions. We learned that users didn’t know what was good for their skin, were often overwhelmed by the choices available when searching for new products, often struggled to maintain a skincare routine, and mostly heard about products that were popular to use. 

For our final round of testing we wanted to make sure our UI was clean, easy to navigate, and an overall enjoyable experience for the user. 


Feedback from our users:

  • Button confusion 

  • Too much text

  • Icon for cart

Future Iterations

In future development of SkinFix, we would love to create an app with capabilities to help the user take their skin care to the next level: 

  • Facial scanner to better assess the user’s skin care needs

  • Daily reminders to do your routine

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