Bringing people closer together
CLIENT
SKYN
ROLE
UX/UI Designer
YEAR
2023
In Japan, the conversation around sexual wellness is unique, as nearly 77% of couples report being in sexless relationships despite women becoming the primary purchasers of contraception in certain regions.
SKYN entered this landscape to speak directly to couples, but the existing website had become a barrier. It looked outdated, it failed to communicate the soft and natural feel of the material, and users often felt hesitant to browse it in public.
Our goal was to transform this into a premium digital experience that educated users and encouraged purchase without the awkwardness typically associated with the category.
Goal & Visual Direction
We approached the revamp with three clear objectives to ensure the design served the business effectively. First, we needed to deepen product understanding by highlighting the technical advantages of SKYN over local competitors. Second, we had to strengthen the brand story, moving it away from a purely functional utility toward a lifestyle brand that stands for intimacy and comfort. Finally, the site had to function as a high-conversion gateway, which meant streamlining the path to purchase for both Amazon shoppers and those looking for local retail stores.
The visual direction was heavily influenced by premium lifestyle and skincare brands to create a safe, sophisticated browsing experience. By moving away from the loud, explicit aesthetics of traditional condom websites, we created a space where users could explore product lineups and brand values with ease. I focused on a clean, airy layout that prioritized high-quality imagery and clear typography.
Process
A major component of the project was the migration of SKYNBUN, the brand’s lifestyle platform that has been building awareness since 2015. To handle years of archived articles and facilitate future growth, I designed a flexible component system. Rather than creating rigid templates, I built a library of modular components that the SKYN team could use to assemble new articles effortlessly.
Outcome
By pairing the website revamp with integrated campaigns, we successfully realigned SKYN’s digital presence. We simplified the user journey and adopted a more approachable tone, making the topic of sexual wellness feel both positive and open. This unified effort directly fueled the brand’s growth, ultimately positioning SKYN as the #1 selling condom on Amazon Japan.
