Instead of listing out all their products at the Home page, Kinship uses a large part to display their ingredients, about us and the media coverage.

At the Product page, the Add to Bag section remains sticky throughout the upper half of the page.

At the Product page, the verified buyer reviews are provided with the details of the reviewer, such as age and skin condition.

According to an ecommerce user experience research by Nielsen Norman Group, “reviews help users understand more about the quality and use of the product. Reviews can answer questions or address concerns that users have about the product. Relevant details about the person writing the review, such as gender or age, or particular product criteria for evaluation, can help make it easier for users to get the full benefit of others’ opinions. Reviewer details let users find reviews that are pertinent to their situation or use, and review summaries help users to see what common issues or strengths the product has.”

The philosophy page is dedicated to communicating with the consumers about their ideas behind the products. Short and simple sentences plus suitable icons and emoticons are used to refine their sophisticated concepts into reader-friendly content. The “GET STARTED” section is placed immediately below in order to capture any possible purchase after reading their philosophy .

The email newsletter subscription section is placed above the footer on every page to capture leads.

The search box at the menu of the mobile version (right) is designed to be highly prominent.