Yoskin
This project began when Dr. Elena Ortiz, a dermatologist, decided to sell the products she recommended during her consultations. Initially, sales were conducted informally through social media, without a clear structure or automation.
The purpose was not just about selling products; it was about building a community of informed and loyal customers by providing valuable educational content and an optimized shopping experience.
To professionalize the business, I analyzed customer behavior, frequently asked questions on social media, best-selling products, and key purchasing barriers. Based on this data, we developed a strategy to create an e-commerce platform that optimized the user experience and strengthened brand trust.
Key phases
Empathize
Studied customer behavior, common questions, delivery zones, and shopping patterns to understand their needs and expectations.
Define
Identified opportunities to differentiate the brand by focusing on dermatology and responsible skincare rather than positioning it solely as a beauty store.
Ideate
Designed a professional visual identity that balanced medical credibility with skincare aesthetics, ensuring trust and coherence with the doctor’s specialty.
Prototype
Chose WordPress with WooCommerce to develop the site efficiently. Implemented secure payment gateways via Transbank Chile and an automated shipping system with Chilexpress to streamline logistics.
Test and Optimize
Since launch, I have managed the site’s updates, maintenance, and improvements, ensuring smooth navigation, an optimized shopping experience, and customer retention through strategic Instagram content.
Process & Methodology
Research & User Insights
- Analyzed customer inquiries on social media to identify common concerns.
- Mapped user personas based on engagement and purchasing behavior.
- Conducted competitor analysis to highlight market gaps.
Strategy & Information Architecture
- Brand Positioning: Framed YOSKIN as a dermatologist-backed skincare store rather than a generic beauty retailer.
- User Journey Mapping: Defined key interactions from discovery to post-purchase experience.
- Navigation Structure: Designed an intuitive layout to simplify product discovery and checkout.
UX/UI Design & Prototyping
- Developed wireframes and high-fidelity prototypes using Figma.
- Prioritized accessibility by ensuring compliance with WCAG standards.
- Created a clean, medical-inspired visual identity to reinforce credibility.
- Designed product pages with clear call-to-actions, trust signals, and educational content.
Development & Implementation
- Built the site on WordPress + WooCommerce for scalability and ease of management.
- Integrated Transbank Chile for secure payments and Chilexpress for automated shipping.
- Optimized for mobile-first experience with responsive design.
- Implemented SEO best practices to enhance organic discoverability.
Testing & Optimization
- Conducted usability tests with real users to identify pain points.
- A/B tested checkout flows to reduce cart abandonment.
- Iterated based on customer feedback, improving product categorization and site performance.
Result and Impact
- +40% increase in conversion rate post-launch.
- Automated sales process, reducing manual interventions by 80%.
- Higher engagement on Instagram due to an integrated content strategy.
- Established trust and credibility, leading to repeat purchases and brand loyalty.
Key Takeaways
- User research is critical: Understanding the target audience allowed for tailored solutions that improved engagement.
- Accessibility & usability drive conversions: Ensuring a seamless experience led to higher sales.
- Ongoing iteration is essential: Continuous testing and updates keep the platform relevant and efficient.
