What

Skins Cosmetics, a luxury beauty retailer, asked me to redesign their Product Detail Page (PDP). The goal was to improve usability while reinforcing the brand’s premium experience.

A preview workshop with stakeholders highlighted the need for a PDP that felt both inspiring and user-friendly, while staying consistent with the brand identity.

Why

The existing PDP didn’t fully support user needs or brand positioning:

• Visual hierarchy issues made it hard for users to navigate product imagery and details.

• Key decision factors like stock status, pricing, and USPs were not prominent enough, leading to friction in the purchase journey.

• The design lacked brand emphasis in moments where Skins Cosmetics could differentiate itself from competitors.

The redesign aimed to:

• Provide clarity and ease of use to streamline product evaluation and purchase.

• Strengthen the premium brand perception through refined structure and visuals.

• Highlight USPs (previously underrepresented) to build trust and drive conversions.

How

I took a mobile-first approach, reflecting how most customers browse and shop:

1. Workshop synthesis – Extracted key insights and priorities from stakeholder discussions.

2. Exploration with examples – Applied the redesign process to two different products to test consistency and flexibility.

3. Design iterations – Built initial versions using existing graphic elements, refining layout for clarity and brand alignment.

4. Focus areas – Optimized the PDP around:

   • Product imagery hierarchy for better engagement.

   • Brand emphasis to reinforce identity.

   • Stock status & pricing made clear and easy to scan.

   • Navigation improvements for smoother interaction.

   • USPs visibility to support purchase confidence.

The result was a structured, functional, and visually refined PDP that simplifies the buying process while amplifying the brand experience.