kilau
Desktop, Tablet, Mobile
Project Overview
ROLE: UX DESIGNER | SCOPE: OCT–DEC 2025 | TOOLS: FIGMA, Illustrator, Procreate
KILAU is a premium, responsive e-commerce platform positioned as a holistic self-care and dermatological science. Inspired by the Indonesian concept of kilau, the way light reflects and radiates from a surface, the brand’s digital identity is rooted in clarity, intelligence, and intentionality.
The Objective
To design an end-to-end digital experience that transcends traditional retail by educating users and providing a highly customized user journey.
Key redesign screens
User research + insights
Through qualitative user research, I identified that while shoppers are motivated by results, they are often hindered by consumer skepticism regarding ingredient efficacy and routine complexity.
key research findings
DIAGNOSTIC UNCERTAINTY
Users struggle to accurately identify their specific skin profile.
ROUTINE FRICTION
Overwhelming instructions lead to low adherence and abandoned carts.
THE TRUST GAP
A lack of transparency regarding "smart tech" vs. traditional skincare.
user personas
I developed detailed User Personas and Journey Maps to visualize the emotional highs and lows of the skincare acquisition process. By identifying "friction peaks," such as the moment a user questions a product’s price-to-value ratio, I was able to implement educational transparency markers (like ingredient deep-dives) to reassure the user.
information architecture
The IA was designed to optimize discoverability and flow. I prioritized a flat navigation structure that allows users to toggle between "Shop by Category" and "Shop by Concern." This dual-pathway approach caters to both the "expert" user who knows what they need and the "novice" user seeking guided assistance.
Ideation & Iterative Design
Following a series of rapid ideation sessions and low-fidelity wireframing, I focused on the "The Glow Test" as the primary conversion driver. Moving into high-fidelity prototyping in Figma, I refined the micro-interactions and transitions to ensure the movement felt fluid and "radiant," directly reflecting the Indonesian inspiration of the brand.
The final solution
The KILAU platform provides a seamless, data-driven yet serene e-commerce experience, empowering users to master their skincare through science and technology.
Core features
THE GLOW TEST
A personalized diagnostic tool that removes the guesswork from product selection.
TRANSPARENT INGREDIENT LISTINGS
Interactive modules that educate users on the "why" behind the science.
MODULAR RESPONSIVE INTERFACE
A high-performance layout that ensures a premium experience across all device classes.
SMART TECH INTEGRATION
Detailed technical guides that simplify the use of beauty hardware, lowering the barrier to entry.
By focusing on usability, clarity, and visual appeal, the platform transforms a routine purchase into an intentional ritual, encouraging users to invest in their skin health with confidence.
Retrospective
This project reinforced the importance of user research and iterative design in creating meaningful digital experiences.
If I were to refine this project further, I would:
Expand User Testing: Conduct unmoderated usability testing with a broader demographic to validate the logic of "The Glow Test."
This case study showcases how human-centered interactive design can transform complex data into a compelling, user-friendly experience, bridging the gap between information and action.