Doveriye skincare
Competitor Analysis
Visual and UX designer
2024
As a Visual & UX Designer at Doveriye, I conducted a comprehensive competitor analysis to evaluate the design strategies, user experience flows, and brand positioning of leading skincare brands in the Indian market.
Research Goals
Understand how similar D2C skincare brands present themselves online
Determine Direct and Indirect competitors and potential gaps and flaws in the market that can be fulfilled.
Provide strategic design insights to help Doveriye build a more impactful and user-centric website
Methodology
Selected 4 Indian skincare brands.
Analysed their websites and social media for visual inspiration and usability.
Researched brand archetypes and color psychology to understand emotional positioning
Studied UI/UX elements such as navigation, layout, product discovery, and CTAs
Conducted a SWOT analysis for each brand to assess strengths, weaknesses, opportunities, and threats
Competitors
Findings
Key issues: poor feature visibility, inconsistent fonts, weak brand recall
Branding: needs playful tone, vibrant + balanced color palette
Strengths: clean and user-friendly design
Weaknesses: short homepage, limited product details
Opportunities: improve product pages, highlight features
Threats: strong competitors with better UI and content
Findings
UX Gaps: Lack of information, poor hierarchy, and hidden CTAs reduce usability.
Brand Identity: Archetypes (Sage & Caregiver) build trust, but heavy black-and-white palette limits engagement.
Strengths: Detailed product pages, clean and modern aesthetic.
Weaknesses: Difficult navigation, cluttered UI.
Opportunities: Position as minimal, information-rich brand with improved structure.
Threats: Risk of losing competitiveness without major redesign.
Findings
UX Gaps: Clean aesthetic and smooth navigation build trust, but minimal content, unclear labels, and lack of depth limit usability and purchase decisions.
Brand Identity: Defined as The Magician archetype, with a light, feminine color palette that reinforces minimalism and user-friendliness.
Strengths: User-friendly interface and clear information.
Weaknesses: Generic stock visuals and lack of personal feel.
Opportunities: Add authentic content like reviews/testimonials to build trust.
Threats: Competitors offering richer, more engaging experiences.
Findings
UX Gaps: Black & white palette with ample white space gives a modern feel but weakens CTA visibility and product detail display. Easy to use but lacks interactive or engaging elements.
Brand Identity: Positioned as The Creator, innovative yet the current color palette feels generic and doesn’t establish strong brand recall.
Strengths: Strong global brand, clean and professional design.
Weaknesses: Generic, impersonal UI with limited engagement.
Opportunities: Add blogs, social content, and authentic storytelling.
Threats: Competitors building stronger personal connections via social platforms.
Recommendations for Doveriye
Blend a minimalist, luxury-focused visual design with in-depth product information to cater to both aesthetic-driven and information-seeking users.
Simplify navigation by creating clear visual hierarchies and CTAs, ensuring users are guided seamlessly through the site.
Incorporate detailed ingredient information and scientific backing while ensuring the site remains visually appealing and easy to navigate.
Conclusion
The competitor analysis allowed us to identify key areas where Doveriye could differentiate itself in a crowded luxury skincare market. By striking a balance between visual elegance and user-focused content, Doveriye can position itself as a premium yet accessible brand, addressing the gaps identified in competitors’ strategies.
What I learned
This research helped me sharpen my skills in competitive benchmarking, brand analysis, and visual strategy. I understood how subtle design choices impact perception, and how to turn data into direction.
