Making a minimalist brand functional.

The Ordinary approached BASIC® in early 2024 with the hopes we could add some zest to their ecommerce experience. Their target after all is primarily millennials and Gen Z, and their existing website wasn't quite up to snuff. After an initial concepting scope, The Ordinary chose 8 different "concepts" to be added to their existing web presence with two important caveats... they didn't want any dramatic changes to the brand and they solely care about mobile. The team @ BASIC® set off on explorations in late Spring with nothing more than a couple brand colors and a typeface—quickly evolving existing pages, establishing a design system and punching up the overall interactivity.

The resulting work touched many aspects of The Ordinary's site while still maintaining their crisp, minimalist look and feel. The team overhauled the Homepage, Product Category Pages, Product Listing Pages and Product Detail Pages. We revamped their Skin Assessment quiz, the global navigation, the entirety of their Account & Checkout experiences. Last, but certainly not least, added net-new functionality called the "Virtual Shelf" that tracks and collates what Ordinary products users have in their medicine cabinet at home and succinctly tells them how to use, when to use and in what order their skin care regimen should be applied. I was responsible for an initial UX audit, IA, global nav updates, PDPs, account & checkout and many "Virtual Shelf" prototypes that helped the client better understand the user's path through the new functionality. We handed off to dev in a phased approach with overarching design system connecting it all. The Ordinary, who didn't previously even have a component library to pull from, now uses this DS as their own.