With a strong UX strategy in place, we began skinning the wireframes by adding color, imagery, and carefully selected fonts.
With Ben Nye’s history in theater and television makeup, we wanted to create a bold, cinematic design to draw visitors in. However,we didn’t want to go full dark mode, as too much text on dark backgrounds can be a strain to read, so to strike a balance, we paired lots of white to compliment the black.
For the site build, we leveraged the power of Woocommerce, which is traditionally an ecommerce platform. Although Ben Nye doesn’t yet sell products directly on their website, they hope to in the near future, plus the structure of presenting their products is similar to a typical ecommerce store. The biggest difference was that we chose to drive visitors to the store locator rather than having visitors add products to their cart.
For the store locator, we built an easily managed system allowing Ben Nye to add stores on the site either individually or through a CSV import. Visitors can then search for a nearby retail store by address, city, state, or zip code. Additionally, on the store locator page, they’re able to modify the radius of their search through a dropdown menu, giving them even more flexibility over their search results.