Project overview
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UX/UI Design
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UX Writing
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UX research
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Brand & identity
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Online marketing
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Product data entry
Tools
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Shopify
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Figma
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Trello
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Showcase trainings and products
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Easy-to-use and aesthetic website
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To increase conversions and sales.
Team
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1 CEO
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1 UX/UI Designer (me)
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1 Developer for CSS
Outcome
✔️ Increase 900% orders
✔️ Increase 3.200% sales
✔️ Increase 1.500% conversion rate
In 1 month of redesigning the website.
When
August 2023 - ongoing
Technical. We use Shopify theme template. So sometimes we need a developer to change the CSS code when we face technical challenges.
About them
She Cosmetics was a beauty saloon and now they rebrand themselves as webshop, a distributor of Perfect Eyelash cosmetic brand. She Cosmetics is also offering training for beauticians who want to elevate their carrier in beauty industry.
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Solutions
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High quality and professional
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Several models with different skin tones
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Calm colors: pink, cream, white (based on the brand colors)
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Fun situations in the training class
Credibility
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Show certificates of the company, owner, and instructors
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Explain experiences of instructors
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Show reviews
UX writing
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Tone of voice: friendly, girly
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Use simple words
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Concise (clear and short)
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Reply online reviews nicely
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Sorting based on: most popular, most expensive, cheapest, latest, oldest
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categories
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clear research bar
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accordion tabs to reduce cognitive load
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high quality photos of products
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Clear explanation about benefits: lifetime support system
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Offer several payment method options. So that users can have options for payments. It gives hope for users who have finance problems to join the training.
User personas
Competitive research
The aim of competitive research is to get inspiration and insight from the websites of She Cosmetics' competitors and similar webshops that offer beauty products and training. To know the features they have, how they showcase their products, their users' positive and negative experiences within those websites, and how users choose trustworthy make up e-commerce. Later, I analyzed this insight and we adjusted based on She Cosmetics' users' needs.
I collaborated with She Cosmetic's CEO, Ferris to search brands with similar products and services. We found 5 brands:
2. Lash Perfect
3. Super Great
4. Urban Dollz
5. Falsecara
I collected competitors' users' feedback, opinions, and complaints from these platforms:
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Google review
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Facebook review
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Twitter
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Instagram
From users' feedback that I collected and analyzed, I found out this insight how users choose trustworthy make-up e-commerce:
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The company handles complaints on online reviews with good attitude: being polite and responsible
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Get recommendations from people they know, online, and influencers
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Compare several beauty e-commerce
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Talk with the company
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Check the certification on their website
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Able to contact the company easily
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The company share their legal business address
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An up-to-date website with current contents
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High quality photos
On Google Review, Facebook review, Twitter, and Instagram, I found the competitors' users complain about:
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Complicated payment
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Hard to contact the company
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The company forgot or didn't send the item that users bought.
This insight helped use to design She Cosmetic's website while avoiding these complaints from the users.
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From the competitors' social medias' and several social media platforms, I read their users' comments about what they want to know about trainings:
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Course detail: lesson, duration
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Clear price
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Clear payment plan
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The trainer's background: what's their expertise, experience, certification
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Compare the training from other beauty academy or company
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Able to contact the company easily
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Talk with the company
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Check the certification on their website
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The company shares their legal business address
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Supports: the tools and mentor
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Location
The aim of trend research is to design She Cosmetics' website that meet users' expectations visually, stays relevant with the current standards, looks fresh, and encourages users to engage with the website.
These are the trends:
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Aesthetic
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Responsive: it works good on desktop, mobile, tablet
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Sustainable or eco-products
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Promote different kinds of skin tones and beauty standards
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Stress-releases products
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Self-care at home
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Active in Instagram and TikTok
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Has niche costumers
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Designed for many kind of skin tones and types
Site map
I created a site map to know all the contents will be on She Cosmetic's website, how many contents are there, and where it is located. Organizing all contents neatly can help users search the contents easily and quickly.
Wireframes
To visually show my client the sneakpeak of the website, I created several wireframes of main pages: the homepage, training page, and webshop page.
The reason why I didn't create wireframes of many pages is because we use the Shopify template. The template doesn't give us much freedom to design.
Outcomes
After we redesigned the website in 1 month, here are the the outcomes: