The Challenge
Launching with a cleanser, moisturizer, and three serums, Serum Junkie needed an e-commerce platform that was minimal, clean and intuitive, making it easy for users to understand and build a simple routine. The brand wanted to educate users on how to layer serums effectively and present this information in a way that felt approachable and engaging. To support long-term customer engagement, Serum Junkie also wanted subscription options and bundling features, streamlining the shopping experience and encouraging repeat purchases from launch.
The Solution
As lead product designer, I worked closely with the Serum Junkie team to create an easy-to-navigate site that made building a simple skincare routine feel effortless and approachable. To guide users through the process, a “How to Use” module clearly broke down the three essential steps—cleanser, serum, and moisturizer—while encouraging product exploration and conversion. A dedicated "How to Use" page showed how to use different products in the morning and evening, helping users understand how to layer products effectively based on their needs. On the product detail pages, I leaned into large product imagery, clear benefit callouts, user-generated content for added social proof, and comprehensive ingredient sections to build trust and transparency. Overall, the site made building a simple skincare routine feel easy and approachable.
The Process
Phase 1: Discovery + User Flows & Sitemap
Phase 2: Wireframing + Prototyping
Phase 3: Designs + Developer Handoff
The Challenge
Launching with just one product, Plum needed an e-commerce site that highlighted the science-backed effectiveness of the hero product, an innovative vaginal serum, while honoring its pharmacist-founded roots. The site needed to inform and educate consumers, build trust through expertise and credibility, and deliver a smooth checkout experience—all while exuding a premium, sophisticated aesthetic that effortlessly integrated with skincare and wellness routines to complement the audience’s lifestyle.
The Solution
Plum’s website is compact yet comprehensive, featuring six key pages: the homepage, Product Detail Page (PDP), The Science, Ingredients, The Research, and a blog. Each page was carefully designed to inform users about the groundbreaking vaginal serum while showcasing a refined, sophisticated aesthetic that inspires confidence and ease in incorporating the product into daily routines. Interactive modules were included to enhance the user experience, making the content more engaging and simplifying complex information. Overall, Plum's website seamlessly combines education, elegance, and user engagement, providing a platform that not only informs but also empowers consumers.
Phase 1
Discovery + User Flows & Sitemap
DIScovery
At the project kickoff, the client shared website inspiration along with examples of subscription and bundling flows. With a clear goal of promoting a simple, approachable routine, I expanded on his references by sourcing additional inspiration to help communicate ease and clarity throughout the user journey.
User Flow
To appeal to a wide range of users—including those with busy lifestyles, skincare beginners, and curious explorers—I focused on creating a flow that showed how the products worked together to create a simple routine and easy wayfinding for people who were new to the brand or skincare.
Sitemap
With a small product lineup for launch, Serum Junkie didn't need a large site. The streamlined main navigation included a Shop (All), Bundles, How to Use, About, and a Quiz page. Wanting to feature the serums and top serum bundles, I brought product cards to the dropdown menus for high visibility and easy navigation.
Busy Professional
Asher
New To Skincare
Wants to explore
Are Serums Effective?
excerpt of user flow
Phase 2
Wireframing + Prototyping
Wireframing
With an emphasis on guiding users through routine-building, I designed a clean, intuitive module that clearly illustrated how the three core products work together. To encourage conversions, I added upsell opportunities directly below the product details on each PDP, making it seamless to add products to cart. Each PDP also featured sections for key benefits, user-generated content for credibility, ingredients, and step-by-step usage guidance to promote purchases.
Prototyping
To bring the user journey to life and align early on, I shared real-world inspiration alongside interactive prototypes featuring click-through paths and animation cues. These prototypes helped translate abstract ideas into tangible experiences, giving the client a clear sense of flow and interaction. This upfront clarity made the move into high-fidelity design smoother and fostered a more collaborative, informed design process.
Phase 3
Designs + Developer Handoff
Designs
With minimal existing brand guidelines, I defined the visual system for Serum Junkie’s digital presence, establishing clear rules for typography, layout, and hierarchy. Wanting to create a refined, editorial feel, I built a clean, full-bleed grid system grounded in white and accented by thin black lines. The pops of color from the serum packaging and product photography added vibrancy and reinforced product differentiation. This careful balance of minimalism and sophistication helped define a cohesive, elevated look for the brand online.
Developer Handoff
Once designs were approved, I transitioned to developer support by organizing a clear set of handoff materials—complete with annotated screens, visual specs, and motion cues. Rather than relying on a static guide, I collaborated directly with the developers to clarify interaction details and ensure layout consistency across breakpoints for mobile, tablet, and desktop. During staging, I performed a detailed design review, flagging any visual misalignments and fine-tuning key moments to preserve the brand’s minimalist feel and ensure a smooth, polished launch.
Final Thoughts
Serum Junkie's website was a full-spectrum design challenge that balanced education, e-commerce, and minimalist branding. From defining the digital visual language to creating interactive modules that demystified routine-building, the experience was crafted to feel clean, approachable, and high-end. Clear typography, a refined grid system, and a carefully art-directed photo shoot helped bring the brand to life online. With thoughtful touches like upsell integrations and a dedicated "How It Works" page, the site was built to support both discovery and conversion—successfully launching Serum Junkie as a modern, D2C skincare brand.
