Dasique
Dasique is a premium beauty brand known for its innovative skincare and cosmetic products. With a growing customer base and increased competition in the beauty market, Dasique needed an e-commerce website that not only showcased its high-quality products but also delivered a seamless, inspiring shopping experience.
Our goal was to revamp the website to enhance product discovery, streamline the checkout process, and reflect the brand’s sophisticated yet accessible identity.
ROLE
User Experience
Visual Design
Research
Wireframing
Usability Testing
Prototyping
TEAM
UX Researchers
Project Managers
Developers
DURATION
6 Months
The Challenge
Dasique’s previous website was functional but lacked the engaging, modern aesthetic and intuitive user flow that today’s digital beauty consumers expect. Key challenges included:
Outdated Visual Design:
The legacy site did not fully capture the brand’s innovative and luxurious image.
Fragmented User Journey
Customers experienced difficulty in finding products and understanding their benefits due to inconsistent navigation and cluttered layouts.
Limited Mobile Optimisation
With a growing number of mobile shoppers, the site needed a fully responsive design that provided an excellent mobile experience.
Inefficient Checkout Process
A cumbersome checkout flow led to cart abandonment and reduced conversion rates.
Content and Community
Customers wanted richer content (tutorials, reviews & expert tips) that would help them make informed purchasing decisions.
Design Process & Timeline
User Centred design (UCD) is an iterative design process in which designers
focus on the users and their needs in each phase of the design process.
Research & Insights
User Interviews & Surveys
We conducted interviews and surveys with over 40 existing and potential customers.
Desire For Inspiration - Users wanted an immersive experience that not only showcased products but also told a beauty story.
Simplified Navigation - Clear, intuitive navigation was crucial for exploring product categories, accessing ingredient information, and reading customer reviews.
Trust & Transparency - Consumers sought detailed product information, including ingredient lists and benefits, to make confident decisions.
Mobile Shopping Priority - Many users preferred shopping on mobile devices and expected a seamless, responsive design.
Competitive Analysis
We reviewed top beauty brands and leading e-commerce sites, noting key strategies to improve the users experience.
Improve Website UX & Localisation - Better translations, intuitive navigation, and clear checkout processes can reduce cart abandonment
Engaging Visuals - Competitors used high-quality imagery and video to highlight product benefits and brand values.
Streamlined Checkout - Efficient, one-page checkout processes reduced friction.
Content Integration - Successful sites integrated blog content, tutorials, and social proof directly into the shopping experience.
Enhance Product Discovery & Personalisation - AI-driven tools, quizzes, and virtual try-ons improve engagement and help customers choose the right products.
Expand Inclusivity & Customisation - Offering a broader shade range and personalised skincare routines will attract a more diverse audience.
Strengthen Trust & Social Proof - Verified authenticity labels, influencer collaborations, and customer testimonials will help users feel confident in their purchases.
Design Process
Ideation & Information Architecture
Our initial workshops with stakeholders and users led to a shared vision.
Workshops & Brainstorming - We collaborated with stakeholders to define key user flows - from product discovery to checkout.
Content Mapping - Organised product categories, educational content, and user reviews to create a logical, user-centric information architecture.
Navigation Strategy - We developed a clear, multi-level navigation that prioritised easy access to product information and brand storytelling.
Low-Fidelity Wireframes
Initial sketches were drawn focusing on a clean layout with prioritised product imagery, clear calls-to-action, and accessible content areas showing user generated content.
Mid-Fidelity Wireframes
Initial sketches were drawn focusing on a clean layout with prioritised product imagery, clear calls-to-action, and accessible content areas. Improvements were made to the shop navigation to enable easy filtering by collection and facial area.
High-Fidelity Prototypes
We developed iterative prototypes featuring a visually striking homepage with hero images and quick access to featured, trending products. Dynamic product pages with detailed descriptions, ingredient lists and customer reviews were integrated into the website. A streamlined checkout process with a one-page design for efficiency was developed - with responsive design for a seamless experience across both desktop and mobile devices.
Usability Testing
We performed several rounds of usability testing.
Task-Based Testing - Observing users completing key tasks such as finding products, reading content, and making a purchase.
Feedback Loops - Design Iterations based on direct user feedback - particularly focusing on navigation ease and checkout speed.
A/B Testing - Compared different layouts for product pages and checkout flows to identify the most effective designs.
Final Design
Key Features
Engaging Visual Aesthetic
A modern, elegant design that reflects Dasique’s premium brand identity. With high-quality imagery and video integration to showcase products and brand stories.
Intuitive Navigation
A streamlined menu structure with clear categorisation. A prominent search bar and filtering options to help users quickly find products.
Enhanced Product Pages
Detailed product information including benefits, ingredients and user reviews. Interactive elements like ‘how to use’ guides and related product suggestions.
Efficient Checkout Process
A simplified one-page checkout with minimal friction. Secure payment options and a clear progress indicator to boost confidence.
Responsive Design
A fully optimised mobile experience ensuring consistency across all devices. Touch-friendly interfaces and fast-loading pages for on-the-go shoppers.
Content & Community Integration
Educational content, tutorials, and expert tips seamlessly integrated within the site. Social proof and user generated content to build trust and engagement.
Visual & Interaction Design
Aesthetic - Refined colour palette and typography that balance luxury with approachability.
Accessibility - High-contrast text and accessible navigation options to ensure inclusivity for all users.
Micro-interactions - Subtle animations on hover and interactive feedback on button clicks to enhance the user experience.
Impact & Learnings
Key Takeways
User Centered Approach - Deep user research and iterative testing were essential in aligning the website with user needs and brand values.
Integration Of Content & Commerce - Combining educational content with e-commerce functionality created a more holistic, engaging experience.
Simplification Drives Conversations - Streamlining navigation and checkout processes significantly reduced friction and improved user retention.
Responsive Design Is Critical - Ensuring a seamless experience across all devices is key to catering to today’s mobile-first audience.
Outcomes
Stats & Feedback