Overview
Designing clarity into a minimalist routine.
A fresh face in skincare, Serum Junkie was built around demystifying routines with just three essential products: a cleanser, a moisturizer, and a serum.
As lead product designer, I oversaw the full design process—from discovery to developer handoff. My goal was to educate users about effective, simplified skincare routines, promote subscription and product upsells, and clearly highlight product benefits.
Step 1: Identifying the problem
Too many choices, not enough guidance.
Serum Junkie’s goal was to create an approachable experience for both new and experienced skincare users. Heuristic analysis revealed users wanted to feel supported—not confused—when choosing products. They needed guidance, clear visual cues, and educational content that empowered informed decisions.
question
How might we design a modern eCommerce experience for new and experienced skincare users that builds user confidence in a simplified, three-product routine?
Step 2: Ideation & Exploration
Guiding without overwhelming.
Moving into ideation and exploration, I explored ways to guide new users through building a skincare routine without overwhelming them. I reviewed inspiration from skincare sites, ideating around:
Breakout of products into a step-by-step skincare routine
Supporting bundle selection without complex configuration
A benefits module highlighting the efficacy of each product
Easy subscription and bundling options on product detail pages
I mapped out the user journey, from landing on the homepage to checking out with a product or subscription. Key moments included education (What is this product? Does it work?), consideration (How do I use it?), and conversion (Which one is right for me?).
Clear step-by-step routine
Curated Product Bundles
Product Benefits
radio buttons to buy once or subscribe
UGC Videos to build trust
Step 3: Design Execution
Bringing clarity to routines.
To support Serum Junkie’s user education goals, I focused on building a clear, approachable experience that simplified decision-making and encouraged product confidence. Key solutions included:
Subscriptions & Bundling
Subscription and product upsell options along with pre-curated bundles allowed for easy conversion
Clear Product Benefits
A dedicated benefit module on each product page explained the impact of each formula
Routine-Building Guidance
Visualization of products in a three-product routine with links to PDPs to demystify product layering
Educational Product Pages
Each PDP featured benefits, ingredients, usage instructions, and user-generated content to build trust
Starting with minimal brand direction, I established a digital visual system for Serum Junkie that felt clean and elevated. The UI was inspired by editorial layouts, using a full-bleed grid, crisp black and white, and refined typography—brought to life through lifestyle photography and product imagery with pops of color for balance and impact.
All modules were designed as part of a flexible UI system—components like product cards, ingredient cards, and benefit modules, were built to scale for future features like quizzes and additional product categories.
How To Use Module
How To Use Page
Impact
A confident, elevated launch.
The site launched smoothly, positioning Serum Junkie as a modern, elevated brand while helping both new and experienced skincare users build routines. Interactive modules—like the three-product routine builder—encouraged exploration and product discovery, while subscription and bundling features supported conversion.