How I Would Design It: The Complete Record of Rebuilding LOGIC's LP with a 'Customer-Centric' Approach
*This article is the fourth in a series.
Part 1: 'Don't Sell Products, Design Experiences: The Structure of D2C Brands People Want to Talk About'
Part 2: 'Why Products Without a Story Are Discarded Based on Price: Survival Strategies for D2C Men's Cosmetics'
Part 3: 'The Story Is Designed, But Why Isn't It Getting Through? How to Implement a "Customer-Centric" Approach in LPs and Social Media'
Introduction: Why I Chose LOGIC as the Subject
In my previous article, I wrote that 'design and implementation are different skills.'
Even if a narrative is excellent, it won't reach the customer if it isn't translated into the expression layers of LPs and social media. One brand that most clearly embodies this problem is the men's D2C cosmetic brand, 'LOGIC'.
LOGIC's brand design is actually well-crafted. The narrative is 'a rational skincare routine for busy business professionals.' The villain is 'the hassle and complexity of skincare.' The protagonist is 'a professional who wants to manage themselves even when busy.'
The design exists. However, the current LP fails to convey that design to the customer.
So, how would I design it?
This article is a practical design record of how I rebuilt LOGIC's LP based on the principle of 'customer-centricity.' I will reveal the entire thought process behind how to create a structure that leads directly to CVR while designing the flow of customer emotions without killing the brand's strengths.
Design Premise: What to Change and What to Keep
First, I will organize the problems with LOGIC's current LP.
Strengths to keep
The sharpness of the '60-second workflow' concept
The rationality of the product: foam-free face wash x micro-mist
The contextual setting of 'work performance'
Problems to change
Copy where the brand is the subject
A composition where the flow of emotion is not designed
The contradiction with the target psychology of 'cost-performance appeal'
Lack of 'motivation to read the next section' between sections
Clarifying these two points is the starting point for redesigning. Surgically correcting only the problems while leveraging the strengths—that is the correct approach to 'LP structure improvement.'
Design Philosophy: Determine the Emotional Flow First
The first thing to decide in LP design is neither the copy nor the visuals.It is the flow of 'how the customer's emotions move as they read on.'
Even with a logically sound structure, if the emotional temperature is not designed, the user will drop off. Conversely, if the emotional flow is designed, the user will read to the end even if there are some logical rough edges.
For LOGIC's target—busy business professionals—the emotional flow I design is as follows.
FV (First View) → 'Oh, this is about me' (Resonance)
2nd Section → 'Exactly, I've always hated that' (Deepening empathy)
3rd Section → 'This looks like it could solve it' (Expectation)
4th Section → 'I understand the logic, I can trust this' (Conviction)
5th Section → 'People like me are using it' (Reassurance)
6th Section → 'There is no reason not to start' (Decision)
7th Section → Action
I decide this flow first, then design the copy and visuals for each section. If the order is reversed, you end up with an LP that has good copy but isn't read through.
Section 1: First View (FV)
Goal: Convince them in 3 seconds that 'this is a story for me'
Visual Design
LOGIC placed functionally next to work tools—this direction is correct. However, if you include a person, limit it to 'hands or a back view preparing for work' rather than a close-up of a face.
The reason is simple. When a face is shown, the visitor sees 'someone other than themselves.' With a back view or hands, the visitor can project themselves as the 'protagonist of that scene.'
Copy Design
[Before Revision]
Main: 'Work performance begins with 60 seconds of organizing your thoughts.'
This is a structure where the brand is speaking. There is no subject, or the brand is the subject.
[After Revision]
Main: 'There is still 60 seconds of waste in your morning.' Sub: No-lather face wash and a 1-second mist. A logical skincare workflow for busy professionals.
The subject 'your morning' immediately makes the visitor the protagonist. Furthermore, the point that 'there is still waste' is a question that highlights the existence of room for improvement. A visitor who feels 'that might be true' has the motivation to proceed to the next section.
CTA:
'Start with a 60-second experience (See the first-time limited starter set)'
The CTA copy remains unchanged. The expression 'a 60-second experience' naturally connects the product's worldview with the CTA.
→ Attraction to the next section:Leave the reader with the question, 'What does it mean to have waste in your morning?' and move on.
Section 2: Empathy and Problem Definition (Problem & Agitation)
Goal: Verbalize 'one's own dissatisfaction' and define current inefficiencies as the 'enemy of work'
Core of the design: Discussing the villain in the 'context of work'
The most important thing in this section is the verbalization of the villain. The villain for LOGIC is 'the hassle of skincare,' but it must not be discussed in the context of beauty.Define it as the enemy of work.
[Before revision]
'I know skincare is important. However, I am unwilling to have my precious morning time taken away.'
The direction is correct. However, the expression 'unwilling' is weak. Verbalize the friction the target actually feels more concretely.
[After revision]
'I know skincare is important. But to be honest, I think the time spent hesitating at the bathroom sink in the morning is the biggest waste.' It's sticky. There are too many steps. I don't know what to choose. Isn't that 'small friction' draining your concentration? It's not that skincare is a hassle. It's just that an inefficient design makes it a hassle.
The final sentence is important. This shift in perspective—'it's not the product's fault that it's a hassle, it's a design issue'—creates anticipation for LOGIC's solution.
→ Attraction to the next section:'So, what does efficiently designed skincare look like?'
Section 3: Presentation of the Solution (Solution)
Goal: Sell a 'rational mechanism' rather than a 'worldview'
Presenting it as a 'workflow'
[Revision/Reinforcement]
Title: Maximum cleanliness with minimum effort. LOGIC 2-STEP WORKFLOW. This is not skincare. It is a 2-step workflow to maximize your morning performance.
Step 1 (Face Wash): Zero time spent lathering. The clay-infused dense foam instantly absorbs sebum and old keratin. The time spent moving your hands is 15 seconds.
Step 2 (Mist): Cut out even the hassle of applying by hand. A fine mist covers your entire face in 1 second. Because it's not sticky, you can touch your PC immediately. For skin that is tightened and ready for the battlefield of work. A total of 60 seconds. This is the 'morning workflow' designed by LOGIC.
The concrete benefit of 'because it's not sticky, you can touch your PC immediately' is the key to this section. It completely connects the product to the context of work.
→ Attraction to the next section:'Why does it really work in 60 seconds?'
Section 4: Logical Backing (Reason / Evidence)
Goal: Cultivate the 'sense of conviction' unique to men
Explaining 'why it works' in the language of business
The direction of the original design for this section is correct. It logically explains the efficacy of the ingredients, technology, and scent. However, the focus of the explanation should be unified not on 'beauty benefits,' but on 'maintaining work performance.'
Spray Technology: Uniform application without a single drop wasted. The micro-mist is designed to penetrate* the stratum corneum, which hand application cannot reach. The spray nozzle, engineered with craftsman-like precision, reproduces the same quality every morning. (*To the stratum corneum)
Ingredient Optimization: A formula specialized for men's skin. Ingredient design that prevents rough skin, oiliness, and dryness for busy men. Rather than just 'seeming good,' it is formulated by working backward from the target's skin issues.
Scent Design: A switch for work mode. The essential oil-based (Hinoki/Japanese cypress) scent provides a sensory experience of 'refreshment.' The 60-second routine becomes more than just face washing; it becomes a ritual of self-affirmation, confirming that 'I have prepared myself for today.'
→ Attraction to the next section: 'What kind of changes are people who actually use it experiencing?'
Section 5: Strengthening Personalization (Personalization / UGC)
Goal: Provide reassurance through the voices of 'users close to the reader' rather than the founder
Design of occupation-specific UGC
The direction of the occupation-specific UGC in the original design is correct. Here, we add a 'story of change.' We prioritize UGC that describes not just the feeling of use, but the difference between 'the self before using' and 'the self after using.'
Engineer, 32 years old: 'I had never been able to stick with skincare. I've been using this for 3 months. It's become a reset before I start writing code.'
Sales, 28 years old: '60 seconds in the restroom before an important business meeting. It's not sticky, so I can hand out business cards immediately. My risk management for cleanliness has changed.'
Executive, 41 years old: 'I can maintain the same routine even on business trips. Since it's a spray can, it doesn't take up space in my luggage. My performance fluctuations have disappeared.'
All three UGCs follow a 'Before → After' structure. Stories of change—'couldn't stick with it → now I am,' 'there was a risk → now it's managed,' 'there were fluctuations → now they're gone'—encourage the reader's self-identification.
→ Attraction to the next section: 'If I were to start, where should I begin?'
Section 6: Offer Design (Offer)
Goal: Present value through 'reducing decision-making costs' rather than price
Breaking away from cost-performance appeals
[Before Revision]
'An investment of just 88 yen per day.'
This contradicts the target setting. 'Professionals who maximize performance' make decisions based on time and risk rather than price. Appealing to cost-performance lowers the target to 'consumers who prioritize cost-performance.'
[After Revision]
"Reduce the decision-making cost of 'not knowing what to use' every morning to zero." With a subscription plan, there's no need to think about what to buy next. You can also change the cycle between 1 to 3 months. Eliminate one source of hesitation from your morning.
The value proposition of "reducing decision-making costs" aligns with the target's decision-making criteria. There is no mention of price at all.
→ Attraction to the next section:"If I'm going to start, what should I do?"
Section 7: Closing (CTA)
Goal: Eliminate hesitation and encourage the first action
Final adjustments to the copy
[Before revision]
"Perfect preparation leads to the best results. Let's logically update your morning."
The direction is correct. The phrase "logically update," which is characteristic of LOGIC, is also effective. Here, I will add a sense of security by stating that it can be started with "zero risk."
[After revision]
"Perfect preparation leads to the best results. First, I want you to try logically updating your morning for 60 days. If you don't feel a change, you can just quit. But most people keep going."
Presenting the time frame of "trying for 60 days" lowers the "risk of failure." The sentence "most people keep going" functions as social proof.
Button:
"Delivered as early as tomorrow. Start your 60 days with the starter set"
Reviewing the overall design: What changed?
Let's organize the points changed in this redesign once more.
(Change) Subject of the FV
(Before) The brand speaks
(After) "Your morning" is the subject
(Change) Context of the villain
(Before) Inconvenience of beauty routines
(After) An enemy that drains work focus
(Change) Axis of the offer
(Before) Cost-performance (88 yen per day)
(After) Reduction of decision-making costs
(Change) Structure of UGC
(Before) Usage experience reviews
(After) A story of change from Before to After
(Change) CTA Design
(Before) Encouraging purchase
(After) Encouraging a 60-day commitment
(Change) Section Transitions
(Before) Each section is independent
(After) Designing motivation to read the next section at the end of each
Strengths I Did Not Change
The concept of a '60-second workflow'
The rationality of the two-step product design
Self-identification design through occupation-based personas
Context setting focused on work performance
Summary: LP Design Starts with the 'Flow of Emotion'
The starting point of LP design is neither the copy nor the visuals.
It is the design of the flow: 'In what order and how do the visitor's emotions move?'
Once this flow is decided, you then apply the copy and visuals for each section. Even for a brand with a narrative as excellent as LOGIC, if the emotional flow is not designed, it will not reach the customer.
Design and implementation are different skills. And LP improvement is not about design or writing, but aboutdesigning the customer's emotions.
Is the 'emotional flow' of your LP designed?
'I can't tell if the reason CVR isn't growing is due to design or expression.' 'We have brand strengths, but we aren't fully utilizing them on the LP.'
At NextSTUDIO, we offer free diagnostics for D2C brand LP structures from the perspective of opportunity loss. We will share current issues and improvement hypotheses from the viewpoints of CVR, LTV, and funnel design.
First, please tell us about your current situation via the free diagnostic form.
👉 nextstudio-growth.jp
I have released a store where the 'LP structural design thinking' written in this article is systematized into
templates, checklists, and analysis reports.
From 'reading and understanding' to 'using it on your own LP'.
👉 NextSTUDIO Lab (D2C Structural Design Store)
NextSTUDIO | LP Structural Design, CVR Improvement, Funnel Analysis, GA4/Clarity Data Analysis, D2C Growth Support | Based in Osaka