- Fast/easy/accessible/intuitive checkout process
- Build brand trust using social media
- Create value by showcasing supplemental makeup videos
- Main focus: #crueltyfree #staywild
- Enhance product pages
Our first priority with design was to establish a consistent brand identity. Our exploration led us to finding the best fonts, colors, and bold imagery to use for the site. It was important to also highlight that all products are #crueltyfree as this is a concern for anyone involved in cosmetics.
Our data shows that the product pages recieved the most traffic; these pages will help us establish trust with our new online customers. All products should display catchy description of products, reviews, ratings, ingredients, customer comments to guide other users, and social media sharing of the product. Product strategy was also crucial to connect with our users. In addition to fun and quirky product naming and vibrant photography, we employed a variety of violators for each product including Online Only! products, Limited Editions, Sale, and exclusives to newly launched products.
Although getting users to the product pages is our end goal, we needed to show the user our site has value that caters to their needs. Users will return to the site if there is fresh and exciting content that will provide some value to their life. For a cosmetics site, this meant videos for makeup tutorials as well as making the brand’s social media prominent. This way we ensured the loyalty of our customers, and became more than just a cosmetics brand.