ELEMIS.COM – REDESIGN

UX-LED TRANSFORMATION OF LUXURY SKINCARE E-COMMERCE

UX-LED TRANSFORMATION OF LUXURY SKINCARE E-COMMERCE

A cinematic hero image featuring a jar of Elemis Pro-Collagen Marine Cream centered in a dramatic, dark environment. A single, focused spotlight descends from above, illuminating the product and creating a sharp reflection on the dark, glass-like surface below. The background features a soft, horizontal teal glow that mimics a deep-sea horizon, reinforcing the marine origins of the product. The overall aesthetic is one of mystery, clinical authority, and high-end luxury.
A cinematic hero image featuring a jar of Elemis Pro-Collagen Marine Cream centered in a dramatic, dark environment. A single, focused spotlight descends from above, illuminating the product and creating a sharp reflection on the dark, glass-like surface below. The background features a soft, horizontal teal glow that mimics a deep-sea horizon, reinforcing the marine origins of the product. The overall aesthetic is one of mystery, clinical authority, and high-end luxury.

Client

ELEMIS

Location

New York

Year

Q2 2025

Credits

ROLE & VISION
Creative Strategy & UX Direction: Artem Dionisov
Research & Visual Narrative: Artem Dionisov

THE DESIGN ECOSYSTEM
Architecture & Prototyping: Framer
Design Systems: Figma
Generative Intelligence: Gemini Enterprise

Info

Elemis had the heritage. The clinical authority. The loyal clientele. What it lacked was a digital experience worthy of all three.

A text-based slide titled "THE CHALLENGE" in a large, dark teal serif font. The body text reads: "ELEMIS had 30 years of heritage and clinical authority – and a website that looked like Sephora." This slide highlights the "experience gap" between the brand's luxury identity and its previous digital commerce presence.
A full-page scroll of the original Elemis website. The layout features a busy, modular structure with various promotional banners, product grids, and lifestyle imagery. The color palette is predominantly light blue and white, with a high density of information that reflects a standard retail e-commerce template rather than a bespoke luxury experience.
A text-based slide titled "THE APPROACH" in dark teal serif typography. The slide states, "The first decision wasn't visual. It was verbal." Below, three semantic shifts are shown: "Routine → Ritual," "Browse → Discover," and "Buy → Begin." This illustrates the strategic move from a transactional e-commerce mindset to an experiential luxury narrative.
A multi-section layout showcasing the "verbal-first" design approach. The top section features a "Skin is Skin" campaign focusing on gender-neutral skincare, paired with an elegant lifestyle image of Elemis products on marble. The bottom section contrasts "Routine" versus "Ritual," using a dramatic product shot on textured slate. The copy emphasizes emotional states—awakened, fatigued, glowing—rather than just product formulas.
A text-based slide titled "THE PROCESS" in dark teal serif typography. The body text reads: "'A texture your skin understands.' Sensorial language as conversion strategy – elevating the PDP from product page to personal consultation." This slide explains the logic behind using emotive, tactile descriptions to drive digital sales.
A product detail page (PDP) mock-up for Elemis. The top section, "THE ICON, IN MOTION," features a video still of a woman applying cream, emphasizing the "ritual" of skincare. Below, a section titled "A TEXTURE YOUR SKIN UNDERSTANDS" pairs descriptive copy about the silky, non-greasy finish with a high-definition macro shot of the light-teal cream's texture, showing smooth, combed ridges.
A text-based slide titled "THE RITUAL FLOW" in dark teal serif typography. It outlines the seamless user journey: "Homepage → PDP → Checkout." The summary text asserts that "Every screen [is] designed to feel like a continuation – not a transaction," reinforcing the core design principle of maintaining a cinematic, luxury atmosphere throughout the entire digital ecosystem.
A text-based slide titled "THE CHECKOUT" in dark teal serif typography. The copy emphasizes efficiency and user control: "One screen. One ritual. Zero friction." It explains that "Progressive disclosure keeps the user in control from first scroll to final click," highlighting a sophisticated approach to reducing cognitive load during the final purchase stage.
A text-based slide titled "THE IMPACT" in dark teal serif typography. It presents three key performance metrics: "+22% Mobile Conversions," "-30% Cart Abandonment," and "+10% Average Order Value." This slide serves as the data-driven proof of the project's success in bridging the luxury experience gap.

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