As someone who’s always chasing great skincare and good stories, I couldn’t ignore the viral buzz around The Ordinary’s Glycolic Acid 7% Exfoliating Toner. What started as a face product became a TikTok hero for underarms, knees, and body hyperpigmentation — all for just $13.

This got me thinking: what if The Ordinary’s site told that story?

In this quick case study, I explored how DECIEM could lean into real user behavior and amplify their brand storytelling through better content placement, analytics, and personalization — all tied to the Website Experience Intern role I’m applying for.