Responsive Ecommerce Site Redesign
Client
Challenge
ULTA wanted to command credibility as a beauty destination rather than a beauty discounter. The website needed an intuitive ecommerce UX and dynamic personalization. Additionally, the site needed to capitalize on social engagement with the customer.
Role
Lead the cross-functional effort and process to redesign the website. From agency selection and briefing, through concepting and wireframing, to directing site build and UI/UX testing. Results exceeded internal goals: Achieved a 74% increase in shipped sales within two years.
Created fly-out navigation, improved taxonomy, font style and layout.
Created a solution for
a rotating hero image
that blended into
responsive backspace.
Created a transparent messaging bar on top of hero image for maximum exposure.
Designed 4 dynamic panels for sales, coupons and messaging that would highlight our most important deals while drawing the customer down the page.
Led the page with a rotating 'new arrivals' section to engage the customer.
Designed a system for all messaging such as free gifts, on sale, more color options, etc., creating best UX designs for multiple messaging.
Highlighted in-store services that were difficult to give exposure to previously.
Incorporated a social component where customers can showcase their photos and engage in the beauty community.
Incorporated additional sections such as video, instructions, ingredients and shipping information.
Worked with content specialists and vendors to enhance the product detail section.
Directed the UX and UI design of product pages. Determined hierarchy of product information and messaging. Created a photography structure to include multiple product views.
Included a section to showcase previous views as well as other customer views to engage customer with additional options.
Added a robust review section, as user testing found this to be a priority for customers.
Social Engagement
Added three social sections to the site. I directed the look, feel and organization of nearly all information.
-Get Inspired included trends, video tutorials and new brands. I directed the video tutorial shoots which resulted in a gain of 16,000 subscribers to the ULTA YouTube channel in one year and more than 260,000 views on a single video.
-Beauty Consultation included custom built foundation finders and multiple custom landing pages which I directed. It also included a glossary and chats with beauty experts.
-Social Gallery was a photo repository where beauty enthusiasts could share their favorite images.
Social Engagement sections under my direction
Careers
Directed the Director of Human Resources and an outside agency to rework the ULTA careers center. Included breakout sections for the four main areas of hire: store, THE SALON, home office and distribution. Included a revamped presence on LinkedIn, Facebook and You Tube.
Redesigned
Sections of the Site
