BACKGROUND
Vision
To create an intuitive and efficient digital ecosystem that seamlessly caters to both B2B and B2C users, empowering them to achieve their goals effortlessly while boosting the client's business growth and brand reputation. The vision was to transform the platform into a benchmark for user-friendly design and operational efficiency in the beauty industry.
Challenge
Our client, a leading distributor of professional beauty products in the USA, faced declining conversion rates due to outdated and less user-friendly digital platforms. With a strong presence in both B2B and B2C markets, they needed a modern, accessible, and user-centric solution to enhance customer experience, drive engagement, and increase profitability.
Opportunity
With growing digital adoption in the beauty industry, there was a significant opportunity to modernize the digital presence to align with user expectations, improve customer retention through seamless and personalized experiences, leverage technology to drive higher sales and operational efficiencies, and create a competitive edge by offering a superior user experience across platforms.
Timeline
Aug 2020 - May 2021
Disciplines
User Experience Design
User Interface Design
User Experience Research
Responsibilities
User Research
UX Research
Responsive Design
Tools
Figma
Jira
The Process
1
Research
Market Analysis
Benchmarking
2
Ideation
Developing a Solution
UI Design
Major Improvements
4
Final Designs
UI for Launch
Approach
Our Approach
We prioritized a data-driven, user-centric strategy to optimize the platform’s experience. This involved:
Simplifying the checkout process to reduce friction and minimize cart abandonment.
Enhancing product visibility to improve discoverability and decision-making.
Revamping bonus product flows to provide clearer selection and modification options.
Redesigning store and delivery location selection to streamline address changes and improve accuracy.
Solution
Solution
We implemented a modern, user-friendly interface that addressed the key usability challenges:
A revamped shopping cart with a condensed view for easier navigation.
Improved bonus product selection with opt-in and modification capabilities.
Enhanced checkout experience with clear CTAs and a seamless flow.
Optimized address selection with intuitive navigation for store and delivery locations.
User Feedback
Post-launch user feedback highlighted significant improvements in ease of use, navigation, and overall shopping experience. Users appreciated the enhanced clarity in product offers, simplified checkout process, and the ability to modify bonus product selections effortlessly.
Measured Impact
Increase in conversion rates due to reduced checkout friction.
Higher engagement with bonus product selections and offers.
Improved customer satisfaction scores reflecting a more seamless user experience.