Arata — Skincare Landing Page Redesign · Concept Project

Overview Arata is an Indian D2C skincare brand built on natural, plant-based ingredients. Despite strong products and a loyal customer base, their landing page was cluttered, visually inconsistent, and failing to communicate the brand's clean, premium identity, resulting in a confusing first impression for new visitors.

My process I started with user research, analysing real customer reviews from Amazon and YouTube to identify who actually buys Arata and what they care about. This surfaced a clear insight: users are ingredient-aware, health-conscious, and respond to transparency over promotion. I then ran a visual audit on the existing site, annotating specific UX failures, attention-competing hero elements, a low-contrast primary CTA, carousel patterns burying product info, and visual language misaligned with the brand's natural positioning. I built a moodboard drawing from clean, editorial skincare references to establish the design direction.

Design decisions Replaced the high-contrast promotional aesthetic with a calm, brand-aligned palette. Simplified the hero to one message and one CTA. Gave product sections visible, benefit-led descriptions. Used generous whitespace and restrained typography to let the product imagery breathe.

Outcome A redesigned landing page aligned with Arata's natural brand identity — built to reduce bounce on first visit, improve product clarity, and guide intent-driven visitors toward conversion.