Humane Beauty.
Project Overview
Humane Beauty is a website I conceptualized to offer viewers a place to learn about cosmetic animal testing and cruelty-free testing in a simple, straightforward way without being triggering or too emotionally distressing. Cosmetic animal testing is a topic which can be overwhelming to learn about, to know where to start, and to keep updated on this topic. That's where the idea for Humane Beauty came from; to help others learn about this topic without being bombarded with distressing information or images making it too overwhelming to learn about.
Project Type
Website Design
Branding
Conceptual Design
Tools Used
Adobe XD
Adobe Photoshop
Roles
UI Designer
UX Designer
Graphic Designer
Content Strategist
Prototype Developer
Website Design
UI/UX
Strategist
Project Overview
Humane Beauty is a website I conceptualized to offer viewers a place to learn about cosmetic animal testing and cruelty-free testing in a simple, straightforward way without being triggering or too emotionally distressing. Cosmetic animal testing is a topic which can be overwhelming to learn about, to know where to start, and to keep updated on this topic. That's where the idea for Humane Beauty came from; to help others learn about this topic without being bombarded with distressing information or images making it too overwhelming to learn about.
The Problem Statement
Consumers interested in cruelty-free cosmetics often face the challenge of sifting through overwhelming and distressing information on animal testing, leading to confusion and inaction.
The Solution
Humane Beauty offers a simplified platform for users to understand animal testing and cruelty-free cosmetics. The website delivers essential information in a non-distressing manner, making it easy to learn, and support ethical practices.
The Process.
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User research was done via consulting online forums and 1:1 interviews with 3 individuals, aged 20-29, in the target audience; those who love animals and care deeply about cruelty-free practices
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This user persona was created to depict the personality and character of an individual who would be interested in a website such as Humane Beauty
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This led to the creation of Amanda, an empathic and sensitive animal lover looking to learn more about animal testing, updates, and cruelty-free products
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In the ideation phase, I began by identifying core needs and pain points of users interested in cruelty-free testing
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This involved brainstorming and mind-mapping to explore approaches for presenting the information
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I aimed at creating a user-friendly and visually appealing design that would convey the message without causing emotional distress
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Next, I created mid-fidelity grey-scale wireframes for mobile and desktop to outline the structure and layout of the website
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These wireframes focused on the essential elements and functionality, ensuring a clean and intuitive user experience - without the distraction of colours and images, this allowed me to concentrate on the hierarchy of information and navigation flow
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The visual design was chosen to further convey this approachable, hopeful, simple approach to addressing this information
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The colour palette communicate a soft, gentle, calming energy to resonate with the target users who are sensitive to and interested in this topic
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The type system expresses a gentle and modern energy making the topic feel more approachable and warm, being balanced with a minimal, illuminating feel
Colour Palette
Type System
For Titles
Modern, Delicate Personality
For Body
Simple, Minimal, Distinct
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Converting the wireframes into functional prototypes allowed me to visualize the functionality and navigation of the site more dynamically
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This allowed for testing and further refinement to ensure an intuitive user experience before moving to the final high-fidelity design
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The design was finalized as a high-fidelity prototype.
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Click Here to open prototype in browser
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*view on desktop for best results*
Final Design
