ARYA SKINCARE
The balance of the sea, on your skin.
Turning a brand identity into a personalized e-commerce experience.
01 — PROBLEM
Indecision on a crowded shelf
The natural-skincare shelf is confusing: dozens of products, opaque ingredient lists and near-identical promises. The result is usually the same — indecision and cart abandonment. Most brand sites just drop the user in front of a giant grid and say "pick for yourself."
How do you make a natural product feel natural without looking cheap — and help the user find the right one effortlessly?
02 — INSIGHT
The problem isn't too few products — it's too many decisions
Tearing down the category, I saw two shared mistakes: too much choice and a wall of jargon. The insight was clear: users don't want more products, they want the answer to "what's right for me?" The brand should carry the decision load.
The solution isn't a quiz — it's an advisor.
USER
Indecisive Defne
28, office worker, urban
Combination, occasionally sensitive
"I don't understand ingredient lists; I don't know which one is for me."
Find a natural routine for her skin — fast and with confidence
03 — SOLUTION
The "Skin Ritual" quiz
I put a short quiz at the center. In 3–4 steps the user states their skin type and priority; ARYA recommends a personal ritual (a product set). One question per screen, a progress bar and easy back-navigation keep cognitive load low.
04 — FLOW & ARCHITECTURE
Two entries, one checkout line
Not everyone wants a quiz. So I designed two paths — personalization (quiz) and direct discovery (product list) — that merge into a single cart-and-checkout line. One checkout flow: less confusion, fewer errors.
Quiz → Recommendation → Product → Cart → Checkout
Products → Filter → Product → Cart → Checkout
05 — INTERFACE
From wireframe to branded UI
I brought the gray skeletons to life with a design system born from the brand identity: a navy-and-sand palette, Poppins, and soft corners (skincare = softness).
YOUR RITUAL
Balance Ritual
Gelgit
Per the quiz, your combination skin needs balanced all-day moisture.
DESIGN SYSTEM
From brand identity to tokens
06 — OUTCOME
What I learned
ARYA Skincare became an exercise in turning a brand identity into working product thinking. My biggest lesson: in e-commerce the real design problem isn't "arranging products," it's "reducing the decision load." It clicked once I framed the quiz not as a toy but as an advisor.
Personal concept project · Brand identity + product design