B2B: Unclear brand identity post-rebrand
After rebranding from SearchOwl, the business site failed to communicate what Sorcea Labs did, why it was different, or why brands should partner with it.
Sorcea Labs
Personalized Skincare & Market Intelligence Platform
The Challenge
Sorcea Labs needed to build post-rebrand credibility with beauty partners while making personalized skincare discovery feel clearer and more trustworthy for consumers.
Team
3 Designers
1 Developer
2 Co-Founders
Role
UX/UI Design Intern
Duration
May – Aug 2025
Key Outcome
The rebrand contributed to a 10% increase in active time across both platforms. By redesigning the B2B site to signal credibility and the B2C platform to build consumer confidence, both audiences had clearer reasons to engage and return.
What I Drove
Brand Identity
B2B Website Redesign
B2C Platform Redesign
Competitive Analysis
Visual Direction
Founder + Engineer Collaboration
Product
A beauty-tech startup combining AI and skincare, helping shoppers find personalized products while giving brands real-time market insights.
Tools & Skills
Figma
Wireframing
High-Fidelity Mockups
Competitive Analysis
Founder + Engineer Collaboration
You are now viewing:
01 Solution
A collaborative redesign, combined with proposals from two other designers.
Before
After
Reintroducing SearchOwl as a credible tech partner.
- Sophisticated, tech-forward aesthetic
- Scannable, benefit-led selling points
- Bold hero tagline and visuals
- Dynamic, interactive interface
Crafting Sorcea's bold, personalized experience.
- Eye-catching, dynamic front cover
- Memorable, promise-driven tagline
- Personalized discovery with inline filters
Before
After
02 Define
A dual design challenge: credibility for partners, confidence for shoppers.
Sorcea Labs operates across two distinct user groups with entirely different needs. Designing for both required separate strategies grounded in the same core goal: building trust.
B2C: Shoppers lacked confidence in product choices
Skincare consumers felt uncertain about which products would work for them, leading to abandoned searches, endless scrolling, and low purchase confidence.
Primary Objectives
Based on these challenges, my role focused on two design goals that had to feel cohesive while speaking to entirely different people:
Business Website
How might we develop a sophisticated, tech-forward identity that communicates value to brands and makes Sorcea Labs feel like a credible, innovative partner?
Skincare Platform
How might we streamline the shopping experience so users feel guided toward products that actually match their skin's needs?
03 Research
What competitors revealed about building trust.
I conducted a SWOT analysis of competitors across both industries to understand what made a site feel "tech-forward" vs. "beauty-driven" and what trust signals each context required.
Key Research Finding
- Tech competitors sacrificed clarity for animation.
- Beauty competitors called themselves personalized without ever asking about your skin.
Those two gaps drove both designs: Sorcea Labs needed proof-led credibility; Sorcea needed real skin-profile personalization.
04 Ideation
Design principles to guide both sites.
From competitive research and founder conversations, I anchored my design decisions in a set of principles across both the business site and the skincare platform. Each principle directly addressed a gap identified in the research.
Sorcea Labs
Signal Credibility Fast
Need clear differentiators, consistent brand identity, and a hero section that communicates value immediately.
Lead With Impact
A bold, specific tagline and strong hero visuals to capture attention and communicate what makes Sorcea Labs different.
Create a Modern Feel
Interactive, dynamic elements position Sorcea Labs as a tech-forward company, not just another analytics dashboard.
Sorcea
Personalization as the Default
Treat personalization as the core experience and guide users toward products that match their specific skin concerns from the first interaction.
Credibility & Trust
A strong first impression built on clear brand values, high-quality visuals, and social proof helps shoppers feel confident in the platform before they even search.
Skincare Aesthetic
Clean neutral tones, high-quality product imagery, and a calm visual feel signal that Sorcea understands the beauty category and earns the shopper's trust.
05 Design
Iterating toward clarity on both sides.
I approached the redesigns by tailoring each visual system to its audience: building credibility for Sorcea Labs’ B2B beauty-tech brand presence and confidence for the consumer skincare platform.
Sorcea Labs · B2B
- Tech-forward credibility
- Refined, trustworthy brand presence
- Elegant Libre Baskerville headlines
- Blue + cream beauty-tech palette
- Clearer partner-facing messaging
Sorcea · B2C
- Crisp Plus Jakarta Sans text
- Direct, easy navigation
- Clean, minimal layouts
- Easier search + filtering
- Personalized, trustworthy shopping feel
Sorcea Labs · B2B
Building credibility and a tech-forward brand presence for beauty industry partners.
Sorcea Labs landing page evolution
Creating a homepage that captured attention while reflecting the beauty-tech brand identity.
Final Design
A cohesive color and type system, a more dynamic hero font, and a clearer "Get in touch" CTA made this the strongest direction for partners.
Iteration 1
Direct email capture, but a distracting moving background and busy visuals failed to communicate the brand difference.
Iteration 2
A stronger "Unlock the future of beauty" tagline, a better tech-aligned hero image, and clearer sections improved on the first pass.
Sorcea · B2C
Creating a clean, transparent, reliable, and personalized experience for users.
Landing page styles
Creating a calm, trustworthy skincare experience where imagery, search, and layout balance beauty aesthetics with the clarity needed to convert shoppers.
Final Design
Dynamic, moving images balance product richness with informational content: feels alive without losing clarity.
Iteration 1
Background was too distracting and competed with product content.
Iteration 2
Moving in the right direction, but needed more visual energy to match the brand.
Search and filter designs
Making filters easy to adjust inline, without extra steps or needing to remember previous selections.
Final Design
Filters integrated directly into the search bar, making them instantly editable in one place.
Iteration 1
Filters locked behind a pop-up created unnecessary friction in the search flow.
Iteration 2
Two separate dropdowns added cognitive load: users had to remember their selections across interactions.
06 Impact
A measurable result and a roadmap for more.
While design changes are still rolling out, one early signal stood out:
+10%
increase in average active time across both platforms
To fully measure whether the redesigns achieved their trust-building goals across both audiences, I would track:
For Brand Partners
- Number of inbound brand partnership inquiries
- Time spent on the Sorcea Labs business site
- Partner retention and repeat engagement after initial contact
For Shoppers
- Number of return visits and session depth
- Filter usage rate per search
- Product conversion rate from search to purchase
07 Reflection
My Takeaways
Sorcea Labs taught me how to design with business models, founder priorities, and consumer trust in mind. B2B and B2C audiences need different trust signals: one needed to feel tech-forward and credible, the other warm, personal, and easy to use.
It was also my first time working on a full team, which taught me how to integrate feedback and take inspiration from other designers. Some of the strongest decisions came from sharing rough ideas early and building on each other's thinking instead of working alone.
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