Mobile First Redesign for a Major Player in the Beauty Industry

Physicians Formula Website Refresh

OVERVIEW

As a leading cosmetics company, Physicians Formula is known for creating fun and glamorous makeup that is safe for sensitive skin. Found in major retailers such as Target, Walmart, Walgreens, CVS, and Rite Aid, they are known for being America's #1 Bronzer Brand, America's #1 Natural / Organic Face & Eye Makeup Brand, and America's #1 Mineral Makeup Brand. For over 75 years they have maintained a commitment to product purity and quality, which is a testament to the brand that they have built.

KEY ACHIEVEMENTS

  • 69%

    Mobile Device Usage on Site
  • +130%

    Increase in Conversions
  • +110%

    Increase in Visitors
  • +134%

    Increase in Number of Product Reviews

AWARDS WON

  • Winner best in class 2016 AwardInteractive Media Awards2016 Best in Class Award
  • Webaward 2016Web Marketing Association2016 Fashion or Beauty Standard
    of Excellence
  • Silver Winner Horizon Awards 2016Horizon Interactive Awards2016 Silver in Responsive /
    Mobile Design

2015 saw mobile phone usage at an all time high on
PhysiciansFormula.com. We jumped at the opportunity
to craft a site catered to mobile visitors.

Key Team Members

  • Project Lead
    Sukesh Jakharia Project Lead
  • UX Creative & Project Management
    Lisa Steward UX Creative & Project Management
  • Technical Project Director
    Nilesh Macwan Technical Project Director
  • Lead Designer
    Jeffrey Lo Lead Designer
  • Lead Developer
    Keyur Ajmera Lead Developer
Physicians Formula Discovery Image
ux-strategy
  • Physicians Formula Website Refresh UX Strategy Image 1
  • Physicians Formula Website Refresh UX Strategy Image 2
  • Physicians Formula Website Refresh UX Strategy Image 3
pf-testlaunch

Considering smaller screens first during our
design process forced us to re-evaluate what
content was the most important on the
page and prioritize accordingly.

CLOSING THOUGHTS

  • 69%

    Mobile Device Usage on Site
  • +130%

    Increase in Conversions
  • +110%

    Increase in Visitors
  • +134%

    Increase in Number of Product Reviews

Mobile first design might not be the best approach for every company, but it was the right solution at the right time for Physicians Formula. In order to keep mobile users happy and engaged, a design optimized just for them ensured that they would have the best experience possible across the entire site.

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