Project Overview
The goal of this project was to design a clean, calming, and user-friendly landing page for Calmé, a skincare brand focused on sensitive skin solutions.
The key objectives were to emphasize the brand’s core values—tranquility, purity, and inclusivity—and ensure a seamless user experience that highlights Calmé’s gentle and effective skincare products.
Problem Statement
Calmé’s target audience consists of individuals with sensitive skin who seek trustworthy, non-toxic skincare options.
They needed an inviting landing page that aligns with the brand’s ethos of purity, vegan ingredients, and sensitivity to skin health.
The challenge was to create an experience that not only educates users about the products but also makes them feel cared for and reassured.
Research & Analysis
I began with an analysis of competitor skincare brands that target similar audiences, particularly those focused on sensitive skin and eco-friendly ingredients. The insights gathered included the importance of:
• Clear product information.
• A calming and trustworthy visual language.
• Simple, stress-free navigation and purchasing process.
Design Process
1. Information Architecture (IA)
To ensure the landing page had a logical flow, I mapped out the content in a way that leads users smoothly through an introduction to the brand, product highlights, and calls to action.
The IA ensures quick access to essential information:
• Hero Section: Brand message and CTA.
• Product Showcase: Key products that are handpicked for sensitive skin.
• Brand Story: Introducing Calmé’s values and commitment to clean beauty.
• CTA: Promoting customer engagement, such as shopping or exploring more products.
2. Visual Design
I chose a palette of soft, calming blues and creams to reflect the brand’s focus on gentle care and serenity.
The overall aesthetic is minimalistic, with a clean design that avoids overwhelming the user.
The typography is modern, yet elegant, aligning with the brand’s luxury positioning, while remaining easy to read and accessible.
3. User Experience
The user journey was crafted to be intuitive.
A user lands on the page, sees the hero section with a strong brand statement, and is prompted to explore the featured products.
Each product is showcased with clear imagery, descriptions, and pricing information, guiding users to make informed decisions.
Key UX decisions:
• Hero Section: Immediate focus on the brand’s promise of tranquility and skin confidence with a prominent “Shop Now” button.
• Product Highlights: Users can quickly browse handpicked favorites, helping them discover the best-suited products for sensitive skin.
• Calls to Action (CTA): Well-placed buttons invite users to shop or learn more, ensuring a balanced mix of product discovery and brand storytelling.
• Fragrance-Free & Non-Comedogenic: Highlighted benefits were positioned in an easily digestible format.
4. Accessibility
Accessibility was a major focus, given the target audience’s sensitivity not just to skincare but also to visual and cognitive overload. The design follows AA accessibility standards with:
• High-contrast text and buttons.
• Simple, legible fonts.
• Descriptive alt texts for images and clear visual hierarchy.
Challenges
• Maintaining Balance: The challenge was to balance the minimalist, clean aesthetic with the need to communicate sufficient product information.
• Ensuring a Calming User Flow: Reducing friction at every step of the user journey was essential, from navigation to product discovery and checkout.
Results & Key Takeaways
The final design succeeded in creating a sense of calm and trust.
Key takeaways include:
• The importance of an emotionally resonant design for sensitive-skinned audiences.
• The value of clear, concise product descriptions in building trust.
Conclusion
This landing page design for Calmé effectively meets the needs of users with sensitive skin, combining aesthetic elegance with functional ease.
It showcases the products in a way that feels supportive and inclusive, aligning with the brand’s core mission to care for sensitive skin with gentle, pure formulations.
