ANTO YUKON: selling natural beauty online— a UX case study

- Anto Yukon is successful selling to stockists, but has difficulty selling directly from their website to the consumer -

A little about the client — Anto Yukon

Anto Yukon is a 100% soap and body care company committed to ethical and sustainable small-batch production. Products are inspired by beautiful Canadian landscapes and are packaged in unique and contemporary art prints by artist Meghan Hilderbrand.

The Solution — Solving the issues at hand

Solving the clients B2C problem would require some additions and redesigns to their website. These new elements would add more product and company information and better reflect the aesthetics and philosophies of their consumers. Ultimately the goal would be to increase the customer conversion rate and overall online sales.

The Process — From empathy to prototyping

The Research — Empathizing with the user

It is very important to understand the needs and wants of current and potential customers. We started our research by interviewing and surveying current and potential customers, and current stockists/retailers. From this research we deducted several things.

C&C Diagram — Who we like and why

Findings — Something to draw inspiration from

Companies such as Canada Goose, Helly Hansen and more provided us with some great inspiration. They way they connected their product with its purpose and with nature was particularly intriguing and connected directly to helping us solve our underlying problem. We took elements from various companies and applied them to our design.

The Design — Putting ideas to paper

It was now finally time to start designing. Before we could start sketching a User Flow had to be created. This is essential in making sure our design addresses the users needs in real life situations.

User Flow from Instagram to buying a product
Low-Fi sketching on paper
Our Scope consisted of 4 main mid-fi designs

Testing — Trying it out on real users

Having completed our wireframes we now set out to test our design layout and functionality. Each test had a goal and task for the user to achieve. We used Invision create a clickable MVP and interviewed each tester after the test was complete.

Testing Round 2 — Update and test again

After our first round of feedback we adjusted our designs and went back out to confirm we could move on to the next phase, Hi-Fi Prototyping.

Call To Action button placement is key
You don’t always need breadcrumbs

Visual Identity — Look good, feel good

A wise man once said:

Our final mood board

The Final Step — Implementing the visual aesthetic

The last stage in our project was the Hi-Fi Prototype. Using the conclusions from testing we then added all the visual and interaction elements to our key pages.

Some of our screen captures — Home Page, About Page, Shop Page
Home Page
Shop Page


This project has taught me how important the team, and not only the process, is to solving problems and creating a great product. Having confidence in my team and their abilities was key in providing the client with a great product that addressed both their issues, and the users.

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