2025
Huey Suncare: Redesigning the Suncare E-commerce Experience
A modernized e-commerce platform that integrates interactive quizzes and an AI-powered dermatology chat to improve accessibility for diverse skin needs.
Ireland Mak
Product Designer
My Role
I owned the end-to-end product design for Huey Suncare, translating complex sun-care education into a clear, personalized digital experience. My work spanned user research synthesis, UX strategy, wireframing, interaction design, and high-fidelity UI - partnering closely with stakeholders to align user needs, brand identity, and business goals.
I focused on designing intuitive user flows, strengthening visual hierarchy, and introducing AI-driven guidance to help users confidently find sun-care products tailored to their skin and lifestyle.
Challenges
The current sun care market lacks personalized, performance-focused sunscreen options tailored to diverse skin types and activities. Most brands offer generic products that don’t address specific needs, such as preventing sun fatigue or enhancing athletic performance.
As a new player in performance skincare, Huey Suncare has the potential to redefine how athletes approach sun protection. While the brand’s vision and product innovation are strong, its current digital presence lacks the engagement and accessibility that today’s consumers expect.
What Sunscreens Aren't Saying
To further refine Huey’s direction, I analyzed competing sunscreen brands to uncover where they excel and where they fall short. This revealed an opportunity for Huey to stand apart through its nautical-inspired branding, clear communication, and focus on mineral sunscreen, while addressing gaps in personalization, education, and product fit.
What Research Taught Us About Sun Care
By breaking my research into the competitive landscape, users, and goals, I was able to connect the bigger market picture with real user needs.
There are 4 main steps to ensure this framework makes it clear where Huey can differentiate: aligning brand strengths with what users actually value in sunscreen. I mapped the sunscreen journey for two groups: athletes and everyday users across three moments: gearing up, on the move, and post-activity. Patterns popped fast: people are unsure which SPF to use for different conditions, when to reapply, and how to avoid white-cast with mineral formulas.
Meet The Users
User Flow and Site Map
Key User Flows
Two red routes define Huey’s experience: the Hue Quiz and the Shopping/Purchase flow.
The Hue Quiz is the on-ramp. In just a few steps, users match their skin tone and outdoor activity to tailored product recommendations. It transforms uncertainty into clarity by replacing “Which one should I buy?” with “This is made for me.”
The Shop to Buy flow then carries that momentum forward. By streamlining product details, surfacing real-skin examples, and keeping checkout simple, the flow builds trust and keeps users moving with confidence.
Wireframes
A/B Testing
To refine Huey’s design choices, I conducted A/B testing on key elements of the site to better understand what resonated with users and what built the most trust.
Paint Point - AI Dermatology Chat
Originally, the chat function served primarily as a customer service tool to answer shipping inquiries and order questions. While functional, it left a gap: users seeking guidance on sunscreen, skin types, and personal needs had no tailored support, making product discovery feel impersonal and overwhelming.
By transforming the chat into an AI-driven dermatology assistant, we bridged this gap, creating a unique touchpoint that goes beyond generic responses.
Users could now ask skin-specific questions, explore product recommendations based on their personal needs and Huey’s offerings, and receive guidance that felt informed, credible, and instantly accessible. This turned a transactional interaction into an educational and personalized experience.
Solution
The Final Layer: A Sun-Care Experience That Shines
Find Your Hue to Shop and Purchase Sunscreen
About Page, FAQ, and Contact
Design System
Test it Out!
Wrap-up
This project was a defining moment for me as a designer. Partnering with three designers and a stakeholder at Huey Suncare, I balanced brand vision, speed, and user needs in a fast-paced environment. Through targeted research and A/B testing, I validated that color and visual identity were critical to communicating energy and trust.
If given more time, I would expand testing to strengthen pattern recognition and increase confidence in design decisions. Ultimately, this project reinforced my belief that thoughtful, research-backed design transforms products into meaningful brand experiences.
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
2024
Nomie: Where Personalized Travel Style Meets Financial Clarity
Nomie is an AI-powered budgeting tool that translates individual spending habits into personalized itineraries to help travelers plan actionable and stress-free trips.
2025
EduSeek AI: Bridging AI Guidance with Human Support in Learning
Design AI-powered learning experiences by simplifying workflows, improving cross-platform consistency, and creating scalable UI for students, parents, and tutors.
2025
2025
Huey Suncare: Redesigning the Suncare E-commerce Experience
A modernized e-commerce platform that integrates interactive quizzes and an AI-powered dermatology chat to improve accessibility for diverse skin needs.
Ireland Mak
Product Designer
My Role
I owned the end-to-end product design for Huey Suncare, translating complex sun-care education into a clear, personalized digital experience. My work spanned user research synthesis, UX strategy, wireframing, interaction design, and high-fidelity UI - partnering closely with stakeholders to align user needs, brand identity, and business goals.
I focused on designing intuitive user flows, strengthening visual hierarchy, and introducing AI-driven guidance to help users confidently find sun-care products tailored to their skin and lifestyle.
Challenges
The current sun care market lacks personalized, performance-focused sunscreen options tailored to diverse skin types and activities. Most brands offer generic products that don’t address specific needs, such as preventing sun fatigue or enhancing athletic performance.
As a new player in performance skincare, Huey Suncare has the potential to redefine how athletes approach sun protection. While the brand’s vision and product innovation are strong, its current digital presence lacks the engagement and accessibility that today’s consumers expect.
Research
Competitive Analysis
To further inform my direction, I studied leading industry apps to identify what they do well and where they fall short. This helped me define a solution that maintains their strengths while addressing gaps in accessibility, motivation, and beginner support.
Design Strategy
What became clear through competitor analysis and testing was this: most apps assume users already run. They highlight stats, social feeds, and leaderboards. However, they miss the before, the uncertainty, the prep, and the questions no one wants to ask. That’s where most beginners hesitate and where I decided to focus.
What Sunscreens Aren't Saying
To further refine Huey’s direction, I analyzed competing sunscreen brands to uncover where they excel and where they fall short. This revealed an opportunity for Huey to stand apart through its nautical-inspired branding, clear communication, and focus on mineral sunscreen, while addressing gaps in personalization, education, and product fit.
How might we guide users (performance athletes/individuals) who are unfamiliar with suncare toward personalized product recommendations that fit their skin and lifestyle needs?
What Research Taught Us About Sun Care
By breaking my research into the competitive landscape, users, and goals, I was able to connect the bigger market picture with real user needs.
There are 4 main steps to ensure this framework makes it clear where Huey can differentiate: aligning brand strengths with what users actually value in sunscreen. I mapped the sunscreen journey for two groups: athletes and everyday users across three moments: gearing up, on the move, and post-activity. Patterns popped fast: people are unsure which SPF to use for different conditions, when to reapply, and how to avoid white-cast with mineral formulas.
Meet The Users
User Flow and Site Map
Key User Flows
Two red routes define Huey’s experience: the Hue Quiz and the Shopping/Purchase flow.
The Hue Quiz is the on-ramp. In just a few steps, users match their skin tone and outdoor activity to tailored product recommendations. It transforms uncertainty into clarity by replacing “Which one should I buy?” with “This is made for me.”
The Shop to Buy flow then carries that momentum forward. By streamlining product details, surfacing real-skin examples, and keeping checkout simple, the flow builds trust and keeps users moving with confidence.
Wireframes
A/B Testing
To refine Huey’s design choices, I conducted A/B testing on key elements of the site to better understand what resonated with users and what built the most trust.
Paint Point - AI Dermatology Chat
Originally, the chat function served primarily as a customer service tool to answer shipping inquiries and order questions. While functional, it left a gap: users seeking guidance on sunscreen, skin types, and personal needs had no tailored support, making product discovery feel impersonal and overwhelming.
By transforming the chat into an AI-driven dermatology assistant, we bridged this gap, creating a unique touchpoint that goes beyond generic responses.
Users could now ask skin-specific questions, explore product recommendations based on their personal needs and Huey’s offerings, and receive guidance that felt informed, credible, and instantly accessible. This turned a transactional interaction into an educational and personalized experience.
Design System
I chose a green color palette for the app because it naturally evokes feelings of growth, energy, and balance, which are qualities that align well with running and fitness.
Green is often associated with nature and the outdoors, which complements the app’s focus on both indoor and outdoor running options. From a psychological perspective, green promotes calmness and motivation without overwhelming the user, helping maintain focus during training.
*According to Cleveland Clinic Newsroom - Why Many Enjoy the Color Green
Wrap-up
This project was a defining moment for me as a designer. Partnering with three designers and a stakeholder at Huey Suncare, I balanced brand vision, speed, and user needs in a fast-paced environment. Through targeted research and A/B testing, I validated that color and visual identity were critical to communicating energy and trust.
If given more time, I would expand testing to strengthen pattern recognition and increase confidence in design decisions. Ultimately, this project reinforced my belief that thoughtful, research-backed design transforms products into meaningful brand experiences.
Test It Out!
Competitive Analysis
EduSeek AI bridges the gap between passive learning and real-time support through integrated live tutoring, AI guidance, and personalized learning in one space.
Instead of treating learning as a one-directional experience, it combines three things that are usually separate: live student support, AI tutoring, and personalized learning paths. So if a student gets stuck, they’re not forced to leave the platform or wait—they can immediately get help, either through AI or a real tutor.
What Sunscreens Aren't Saying
To further refine Huey’s direction, I analyzed competing sunscreen brands to uncover where they excel and where they fall short. This revealed an opportunity for Huey to stand apart through its nautical-inspired branding, clear communication, and focus on mineral sunscreen, while addressing gaps in personalization, education, and product fit.
User Quote
What I appreciate about EduSeek AI is that it helps me meet students where they are. I can quickly see what they’re struggling with, so we can focus on building real understanding instead of just getting through problems. I’ve noticed my students feel more confident, which is always my goal as a teacher.
Hatice
Algebra I & II Tutor
User Personas
First is the student, someone balancing school, time, and often needing flexible, on-demand support. Their biggest challenge is getting help that’s actually personalized and available when they need it.
Second is the tutor. They’re not just teaching, but also managing scheduling, sessions, and income. So their experience needs to be efficient, responsive, and easy to manage.
And third is the parent, who’s looking for visibility and trust. They want to understand their child’s progress and feel confident in the support they’re receiving.
What Research Taught Us About Sun Care
By breaking my research into the competitive landscape, users, and goals, I was able to connect the bigger market picture with real user needs.
There are 4 main steps to ensure this framework makes it clear where Huey can differentiate: aligning brand strengths with what users actually value in sunscreen. I mapped the sunscreen journey for two groups: athletes and everyday users across three moments: gearing up, on the move, and post-activity. Patterns popped fast: people are unsure which SPF to use for different conditions, when to reapply, and how to avoid white-cast with mineral formulas.
Meet The Users
User Flow and Site Map
Key User Flows
Two red routes define Huey’s experience: the Hue Quiz and the Shopping/Purchase flow.
The Hue Quiz is the on-ramp. In just a few steps, users match their skin tone and outdoor activity to tailored product recommendations. It transforms uncertainty into clarity by replacing “Which one should I buy?” with “This is made for me.”
The Shop to Buy flow then carries that momentum forward. By streamlining product details, surfacing real-skin examples, and keeping checkout simple, the flow builds trust and keeps users moving with confidence.
A/B Testing
To refine Huey’s design choices, I conducted A/B testing on key elements of the site to better understand what resonated with users and what built the most trust.
Design System and Branding
Solutions
1. Shifted from static curriculum → on-demand learning
Designed for flexibility instead of rigid classroom structures
2. Introduced a two-sided tutor marketplace
Enabled direct connections between students and subject-specific tutors
3. Redesigned experiences around real user roles
Built tailored workflows for tutors, students, and parents
4. Connected AI guidance with human support
Created a system where AI assists learning, not replaces it
Market Tutor Profile Redesign
Improving visual hierarchy, credibility, and usability
Before
After
1. Enhanced Header
Added tutor photo, course description, and grade levels for better visual hierarchy
2. Credibility Features
Added tutoring approach section and student reviews for increased trust
3. Improved Scheduling
Simplified time slot display for easier session booking
Key User Experiences
Student Experience
Focused on creating a flexible and engaging learning experience for students
Enabled easy access to enrolled courses, discovery through the marketplace, and personalized recommendations
Introduced session recordings so students can revisit material at their own pace and support different learning styles
Integrated an EdCoin system to reward engagement and encourage continued learning
Parent Experience
AI Tutor Chat
Helped shape an AI tutor that guides students step-by-step instead of just giving answers, making the experience feel more supportive.
Designed a support system where students can move from AI guidance to a live tutor through an SOS feature when they need extra help
Pushed for more contextual support by suggesting an attachment feature, so students can upload their work and get feedback based on what they’re actually stuck on
Mobile Accessibility
Designed a mobile experience that enables tutors to stay connected and responsive on-the-go to provide quick access to account management, performance insights, and real-time session readiness.
Website
Key Takeaways & Next Steps
1
User-Centered Design
Design decisions were guided by usability testing and real user needs, ensuring workflows supported both sides of the platform, from students seeking help to tutors managing sessions and earnings.
Key insight
2
Cross-Functional Collaboration
Collaborated within a team of product designers, founders, and engineers to align on product direction, iterate quickly, and support a successful shift toward a tutor marketplace model.
Key insight
3
Systems Thinking Across B2B + B2C
Designed for a multi-sided platform by balancing the needs of tutors (B2B) with students and parents (B2C), creating a more cohesive and scalable learning experience.
Key insight
4
Scalable & Iterative Design
Focused on building consistent UI patterns and adaptable experiences that support ongoing product growth across dashboards, mobile apps, and AI-driven features.
Key insight
User Interviews
As a travel enthusiast, I often find myself planning last-minute group trips with friends. While we always managed to pull the itinerary together by adding activities on the go, the process was hectic and unorganized.
However, I’ve also noticed that although we sacrifice time and energy to plan, we often end up with disorganized itineraries, overlooked details, and choices that don’t always align with everyone’s preferences or budget.
User Quotes
Main User Personas
In the early stages, I interviewed several types of travelers: spontaneous explorers, deal-hunters, and experience seekers. I realized their struggles weren’t based on age or location alone. It was all about their travel style.
People like Ryan travel based on how they’re feeling, and they don’t want strict plans.
Others like Fiona thrive on details. She wants structure, tracking tools, and clarity.
Some users are somewhere in the middle who plan loosely but still want to feel in control.
HOW MIGHT WE…
Simplify the travel planning process to reduce decision fatigue while offering personalized, budget-friendly options that adapt to different travel styles, from spontaneous explorers to meticulous planners?
Early Ideation
My first idea was a mood-based trip planner. The app would ask you how you're feeling and suggest a trip that matches that mood. It sounded playful and different, and users were intrigued at first.
But in testing, frequent comments included:
‘I don’t really know what “cozy” means in terms of activities.”
“I want to feel adventurous, but what if I just want a good meal?”
So the idea had charm, but it lacked clarity. Users couldn’t see how their mood would realistically guide a full trip plan. Ultimately, that disconnect led to my biggest pivot!
Sketch
User Flow
This user flow shows how the app guides travelers from the first tap to a fully personalized trip:
It starts with a simple entry point, the App Cover Page, where users can log in or sign up.
From there, they land on a Welcome Page and take a Travel Style Quiz that helps the app understand their preferences, like how they like to travel and what kind of budget they’re working with.
After getting their results, they’re brought to the Quiz Triage Page, which acts as a jumping-off point to explore different parts of the app.
From this hub, users can head to the Home Page where they can view their itinerary, chat with the Nomie assistant for help, or update their profile. They can make changes, add details, and then view tailored suggestions for places to stay, eat, and explore based on their quiz results and budget.
Wireframes
Red Route One - Create An Account
Red Route Two - Onboarding: Mood Quiz
Red Route Three - Plan a Trip
Paint Point - AI Dermatology Chat
Originally, the chat function served primarily as a customer service tool to answer shipping inquiries and order questions. While functional, it left a gap: users seeking guidance on sunscreen, skin types, and personal needs had no tailored support, making product discovery feel impersonal and overwhelming.
By transforming the chat into an AI-driven dermatology assistant, we bridged this gap, creating a unique touchpoint that goes beyond generic responses.
Users could now ask skin-specific questions, explore product recommendations based on their personal needs and Huey’s offerings, and receive guidance that felt informed, credible, and instantly accessible. This turned a transactional interaction into an educational and personalized experience.
Solution
The Final Layer: A Sun-Care Experience That Shines
Find Your Hue to Shop and Purchase Sunscreen
About Page, FAQ, and Contact
Design System
Design System
Wrap-up
This project was a defining moment for me as a designer. Partnering with three designers and a stakeholder at Huey Suncare, I balanced brand vision, speed, and user needs in a fast-paced environment. Through targeted research and A/B testing, I validated that color and visual identity were critical to communicating energy and trust.
If given more time, I would expand testing to strengthen pattern recognition and increase confidence in design decisions. Ultimately, this project reinforced my belief that thoughtful, research-backed design transforms products into meaningful brand experiences.
Test It Out!
Red Route Three - Plan a Trip
Solutions
1. Shifted from static curriculum → on-demand learning
Designed for flexibility instead of rigid classroom structures
2. Introduced a two-sided tutor marketplace
Enabled direct connections between students and subject-specific tutors
3. Redesigned experiences around real user roles
Built tailored workflows for tutors, students, and parents
4. Connected AI guidance with human support
Created a system where AI assists learning, not replaces it
Design System and Branding
Before
Before
After
1. Enhanced Header
Added tutor photo, course description, and grade levels for better visual hierarchy
2. Credibility Features
Added tutoring approach section and student reviews for increased trust
3. Improved Scheduling
Simplified time slot display for easier session booking
1. Enhanced Header
Added tutor photo, course description, and grade levels for better visual hierarchy
2. Credibility Features
Added tutoring approach section and student reviews for increased trust
3. Improved Scheduling
Simplified time slot display for easier session booking
Wrap-up
This project was a defining moment for me as a designer. Partnering with three designers and a stakeholder at Huey Suncare, I balanced brand vision, speed, and user needs in a fast-paced environment. Through targeted research and A/B testing, I validated that color and visual identity were critical to communicating energy and trust.
If given more time, I would expand testing to strengthen pattern recognition and increase confidence in design decisions. Ultimately, this project reinforced my belief that thoughtful, research-backed design transforms products into meaningful brand experiences.
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
2024
Nomie: Where Personalized Travel Style Meets Financial Clarity
Nomie is an AI-powered budgeting tool that translates individual spending habits into personalized itineraries to help travelers plan actionable and stress-free trips.
2025
EduSeek AI: Bridging AI Guidance with Human Support in Learning
Design AI-powered learning experiences by simplifying workflows, improving cross-platform consistency, and creating scalable UI for students, parents, and tutors.
Get In Touch
I would love to hear from you! Reach out with any questions or feedback
Ireland M.
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out - let’s keep the conversation going.
Let's have a coffee chat!
Get In Touch
I would love to hear from you! Reach out with any questions or feedback
Ireland M.
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out - let’s keep the conversation going.
Let's have a coffee chat!