The client had an existing store that he was getting reasonable results for however was wanting to relaunch the product with a new formula. They felt that whilst the store was performing well the results could be improved and took the opportunity to rebrand their store. They wanted to make sure the existing customers would recognize the new brand but refresh things making sure the site didn’t get too crowded and gain a UX and design that would drive sales.
After conducting a strategy session we uncovered with the client that it was really important to them and the brand that the new design worked seamlessly with the previous and that it felt like a natural extension of the existing range. With this in mind, we agreed to rework the logo, packaging and the site to better tie things together and present them as a unified product with different moods and colors representing their different clients. We focused on making the connection between mood-color-expression and grouped these accordingly. We created imagery that we felt would give a sense of sophistication without being too formal including an animation to help showcase the product in action. As the product is a modern solution to a traditional product we wanted to reflect that in the work we did. For the site design we wanted to highlight the color changing formula so we built the UX to guide the customer through each of these color/mood groups. Presenting the whole site as being 1 product, which suits many different skin tones and is available in a selection of packs to choose from. This helps guide the customer through their decision making, by minimising their choices and putting them into a well-packaged starter packages we are able to further reduce decision fatigue, increasing add to carts, purchases and average order value. With this product we also felt that the customer is more likely to try the product then repeat purchase to replenish or purchase in packs. We created strong after purchase and nurture email sequences to maintain recognition with the customer and make product suggestions. Based on average use we were also able to set up sequences for repeat purchase to refill the customer's supply.