Simple & Thoughtful UX of Pai Skincare
People are crazy about organic products and lifestyles nowadays. There are lots of different organic products — organic food, organic shampoo, organic skincare, and even organic pillow. Recently, more and more people are willing to seek organic foods that are free from chemicals, synthetic pesticides, and antibiotics. For those who really love and enjoy the natural ingredients, organic skincare can be something worth a try!
Organic skincare sounds innovative, and it also can be confusing as well. There are lots of brands label their skincare products as “organic”. Is it easy for customers to do online research? And how do customers find the right product? Pai Skincare does a perfect job to provide customers with a thoughtful online user experience.
Pai strongly impresses me with its super clear and clean website. We can easily find four major taps on the top of its webpage. Under each major tap, it shows several key items in that category. Pai is keenly aware that customers want to locate the key information fast and effectively. Many websites will not show detailed content to customers unless they click on the big category first. However, Pai does not hide all the options(Cleansers, moisturizers, oils…) in each big category(Shop by product, shop by skin concern…). On Pai’s website, customers can easily see all big categories and options at once. That will save customers’ time and effort navigating the website and avoid unnecessary clicks and scrolls.
Pai’s mission statement is “ We understand sensitive skin.” Pai tries the best to make the words visible and simple on the top of its webpage. Pai clearly presents its purpose and precisely targets the sensitive skin customer group. The word “understand” also shows that Pai knows more and better about customers who have sensitive skin.
In order to better understand customers’ skin concerns and needs, Pai also has a “consultation” tap showing at the top of its webpage. Customers can directly book free phone consultations from the website. It also shows that Pai’s website is user-centered.
Pai designs thoughtfully for customers and makes them feel easy and joyful to navigate the content. For example, Pai has several filters on its products, notably “skin concerns” and “does not contain.” These filters will help customers to find the desired product quickly and accurately. Also, Pai will have special design for some product lines. The webpage above shows the cute cartoon product design for the baby and children line.
Pai’s website does not contain complex patterns. Pai’s website and products are following the minimalism. The website uses only two major colors, green and white. The clean and natural design indicates the organic ingredients Pai uses and also Pai’s pure care of customers’ skin. Pai also shows its aesthetics by adding a little twig to its logo. It is simple, but also very artsy. Overall, Pai’s website user experience on both desktop and mobile devices is seamless and joyful. It employs responsive web design successfully. The website runs smoothly and also reduces the unnecessary clicks and scrolls on both PC and mobile devices.
The content on Pai’s website is useful and convincing. When customers shop for products with different skin concerns, Pai will provide detailed information for customers who have special concerns and problems. For pregnant customers, Pai stresses that its products are free from unwanted chemicals and irritants. Pai educates its customers to know and understand each type of sensitive skins’ special needs.
Pai’s website as a whole incorporates some hallmarks of fascinating. It firstly makes customers feel connected by providing an online chatbot, personal phone consultation, and useful product information. It incites conversation between Pai and its customers. After customers research and learn things on Pai’s website, they are easy to become Pai’s advocates. Pai encourages its customers to share their thoughts on social media. Pai also creates an internal review system for each of its products. Customers are likely to view and share their thoughts and become advocates of the brand through social media and the review system.
