Japanese Beauty A Click Away

About the project

SENSAI, the Japanese luxury cosmetics brand, is renowned for its combination of premium ingredients and advanced technology. With a commitment to providing exceptional personal counselling across 40 countries in the EMEA region, SENSAI is now elevating the customer experience with the launch of its first official e-commerce store in five pilot countries (UK, France, Germany, Italy, and Switzerland).

As a Junior Digital Marketing Manager, I was responsible for defining user requirements, reviewing wireframes and high-fidelity designs, ensuring design accuracy, conducting user testing, and communicating project progress to stakeholders. In addition, I oversaw all aspects of content management and asset creation, including copywriting and technical SEO integration, to ensure a seamless user experience.

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Day 1

The Day 1 project was initiated in 2020 with the aim of delivering a seamless user experience. Our team has collaborated with a diverse range of stakeholders including product managers, engineers, designers, senior management, subsidiaries, sales, training, customer service, and marketing to ensure that our solution meets the business needs with a user-centred approach. To deliver this, we have opted for SAP Hybris Commerce for product content and catalogue management, and Adobe Experience Manager as the content management system to ensure seamless integration. Jira has been introduced as the project tracking tool, and Confluence has been used to facilitate efficient collaboration between team members.

Design development

To enhance the visual design aspect of the project, we engaged a professional agency renowned for their expertise in delivering exceptional digital solutions for our visual design needs. Our goal was to create a seamless digital experience that accurately reflects in-store etiquette, using state-of-the-art design techniques. By conducting design sprints, we were able to gather input from various stakeholders and stay on track with the project timeline. The design concepts were then refined and handed over to the development team, taking into consideration the user flows. We performed a thorough evaluation, comparing the final design with the actual development to ensure that everything was aligned.

Design system

With an aim to streamline the design process and maintain a consistent brand image, the business team was presented with a well-defined design system and component library in Adobe XD. The centralized location of the design system enables efficient validation of new or improved designs, making it easier for the team to stay on the same page.

For added convenience and accessibility, the design system and graphic layouts were also loaded into Zepplin, allowing team members and engineering to easily review and provide feedback. This extra step promotes a collaborative design approach, ensuring all stakeholders have access to the necessary information to move forward with development smoothly and efficiently.

Day 1.5

With the launch of our e-commerce site in April 2021, we immediately introduced "Day 1.5", our second project aimed at enhancing the user experience. Our goal was to refine existing elements that were not yet ready for Day 1, and incorporate new features to create a more intuitive and enjoyable shopping experience. A major highlight of this project was the integration of campaign measures into the SAP Hybris Commerce platform, which necessitated the creation of new visuals to be incorporated into the checkout process and communication components. To achieve this, I conducted user research and created customer journey maps to outline the requirements. These maps served as a guide for my visual design concepts, which were then reviewed and refined by our design team. The improvements were implemented gradually through a series of monthly agile sprints, ensuring continuous improvement and optimization.

Roadmap 2023

With Day 1+ and Day 1.5, the brand established its digital presence as a leading Japanese luxury skincare online store. Our focus on creating a seamless user experience is reflected in the design of the website, which currently incorporates the essential functionalities of an MVP. Our ultimate goal is to become the top Japanese skincare e-commerce platform, and we are working towards achieving this by implementing an omnichannel strategy. In my role, I am dedicated to enhancing the user experience and regularly evaluate customer interactions, collaborating with the engineering team to make improvements. By putting the customer first, I strive to streamline the shopping journey and make online shopping a more enjoyable and efficient experience.