RELANCE is a modern skincare brand built on natural plant extracts, advanced ingredients (like Rice Yeast, Niacinamide, and Hyaluronic Acid), and a clean beauty philosophy. While their formulations were clinically backed, their digital presence and e-commerce experience lacked the cohesion and trust needed to convert modern skincare consumers.

Wearing two hats as the Product Designer and Social Media Manager, I executed a holistic digital transformation. By bridging the gap between how users discovered the brand on social media and how they experienced it on the web, we turned passive scrollers into loyal customers.

Role: Social Media Manager & Product Designer

Timeline: 6 Months

Core Objective: Drive brand awareness, build community trust, and optimize the digital storefront for seamless conversions.

Fragmented Brand Identity: The social media aesthetic did not match the premium, clean nature of the physical products, leading to low consumer trust.

High E-Commerce Drop-Offs: The online store lacked clear UX pathways. Customers found it difficult to identify products tailored to their specific skin concerns (e.g., anti-aging vs. brightening care).

Low Social Engagement: Content relied on static imagery rather than education, missing out on the thriving, community-driven "Skincare TikTok/Reels" market.

I redesigned key touchpoints of the e-commerce digital storefront to ensure the customer journey was intuitive, educational, and friction-free.

User Research & Mapping: Analyzed user drop-off points on the website. Discovered that users were overwhelmed by ingredient names and couldn’t decide which serum or toner was right for them.

Information Architecture: Re-architected the navigation to allow users to shop by Skin Concern (Brightening, Anti-Aging, Deep Cleansing) or Product Type (Serums, Toners, Cleansers).

High-Fidelity UI Design: Created clean, minimalist web layouts mirroring RELANCE's premium glass packaging aesthetic, focusing heavily on mobile-first responsiveness.

Interactive Routine Builder: Designed a "Skincare Quiz" interface that recommends custom routines (e.g., pairing the Rice Yeast Glow Toner with the Brightening Serum).

I built a data-driven content engine focused on transparency, education, and "aesthetic" lifestyle content to capture market share on Instagram and TikTok.

Content Production & Curation: Shot and edited high-performing short-form video content (Reels/TikToks) focusing on product textures, application guides, and "before and after" results.

Educational Campaigns: Launched the "Decode the Ingredients" series, breaking down the benefits of Alpha-Arbutin, Niacinamide, and Snail Mucin in simple, digestible formats.

Community Management & Influencer Outreach: Managed daily audience interactions and seeded products to micro-influencers in the skincare niche to generate user-generated content (UGC).

E-Commerce UX Blueprint: Complete Figma design system, wireframes, and interactive high-fidelity prototypes for the desktop and mobile website.

Interactive Routine Quiz: A fully mapped-out logic flow and UI for the online skin diagnostic tool.

Social Media Brand Kit: A comprehensive content calendar, custom Canva/Figma templates, video editing guidelines, and a defined visual grid style guide.

Content Repository: A library of numerous original short-form videos, high-res lifestyle imagery, and educational graphics ready for organic and paid campaigns.

By unifying the social media discovery phase with a high-converting web UX, the project brought a massive turnaround in both brand equity and revenue.

Follower Increase: Grew organic social community by +45% in 2 months.

Engagement Rate: Boosted average engagement rate from 1.2% to 5.8% through interactive stories and educational reels.

Viral Reach: Generated over [e.g., 250K+] organic views on short-form video content focusing on product texture and ingredient science.

Conversion Rate Jump: The optimized e-commerce layout and clear navigation increased the online store’s conversion rate by 32%.

Cart Abandonment Reduction: Cart abandonment dropped by 18% due to the streamlined checkout flow and clearer product pair recommendations.

Quiz Completion: The custom Skincare Routine Quiz saw an 82% completion rate, with 24% of those users adding the recommended bundle directly to their cart.