Knours. Web Design

Knours underwent a rebranding phase in early 2020 and sought a fresh online presence to reflect this new identity, educate and engage its target customers, and enhance the shopping experience.

Role
UX/UI Design

Year
2020 – 2022

Vision & Problem

Womanhood isn’t just about feeling happy and beautiful—it’s about feeling important and alive. At the heart of Knours’ mission is celebrating and empowering women at every stage of life. With the 2020 redesign, Knours. aimed to create a fresh online presence that embodied this ethos, educated and connected with its target audience, and enhanced the shopping experience.

Competitive Analysis

The beauty market is saturated with similar brand stories and scientific claims. Being “clean” is no longer a differentiator—it’s an expectation. So, how can we create a brand that truly stands out?

Through my experience, I’ve identified three key foundational criteria:

  • Define a unique selling proposition.

  • Transform the online store into a space where customers can engage with the brand.

  • Develop strong, cohesive brand imagery and messaging.

Define Problems

User Interviews

I want to understand how users shop online. What are their goals as skincare shoppers? What motivates them to buy skincare products? What frustrates them the most during the shopping process? What influences their purchasing decisions? What are their skincare shopping behaviors?

To explore these questions, I conducted video interviews, which provided valuable insights into participants’ behaviors. Here are my key takeaways from the research:

  • The site should provide transparency about ingredients, texture, and user reviews, and ideally offer samples for users to try the products before purchasing.

  • Users seek effective, safe skincare products at reasonable prices.

  • The site should be easy to navigate while effectively communicating our core values and fostering a strong connection with our customers.

Solutions

To address our users' concerns and provide effective solutions, I propose the following:

  • Implement a quiz to help consumers understand their skin types and needs.

  • Ensure clear navigation, informative content, helpful guidance, and customer product reviews.

  • Design the site to feel trustworthy and calming.

  • Instill confidence in consumers by emphasizing the cleanliness and effectiveness of the products.

User Flow

Wireframes

To build trust, I use ample space to showcase the ingredients used in the brand's products. This not only helps customers understand the products better but also reinforces the brand's commitment to cleanliness.

The overall design of the site is clean and soothing, aiming to create a comfortable and relaxing space where customers can discuss womanhood and connect with the brand and the team.

I also created an online skincare quiz to guide customers in making the right decisions while shopping at Knours. This feature allows Knours to engage with customers even when live support isn't available.

Additionally, the skincare quiz helps customers gain a better understanding of their skin conditions and concerns.

Design Solution

Before

After

Ingredient Page

Introducing our key ingredients to the users in an interactive way.

Skincare Quiz

Guiding our customers to choose the right products for their skin concerns.

Product Page

The product collection page features GIFs to make the shopping experience more enjoyable, while the product detail page offers comprehensive descriptions and key information.