Resulted in 40% increase in product page engagement and a 15% boost in product inquiries
Skincare Products Project
Project Summary:
I successfully redesigned Hemplief resulting in a 40% increase in product page engagement and a 15% boost in product inquiries. Users appreciated the improved design’s clarity and organization.
Good product but 0 sales!!
Hemplief’s original website suffered from a cluttered and disorganized layout, inconsistent typography, and poor user engagement. The redesign aimed to enhance user experience, establish trust in the product, and create a visually appealing platform.
Products for all ages
The target audience for Hemplief comprises women aged 18-44, with a focus on skincare enthusiasts. However, the website also needed to cater to older demographics interested in anti-aging products.
Roles and Responsibilities
I was the sole designer, I successfully reconstructed website content, made design improvements, and tons usability enhancements.
Redesign - but keep old assets
The project scope included a complete redesign of the website while retaining existing assets.
Time constraints necessitated efficient design decisions and limited the scope of research.
Soft UI with unique colors
Hemplief, a skincare product company, needed a website makeover. I reimagined it to showcase their natural, organic products with a soft, greenish design.
The Working Process and Actions Taken
1. Competitive Analysis
I conducted competitive analysis to gain insights into how competitors presented their products. This informed design decisions, particularly in the products section.
2. Content Restructuring
I began by reorganizing the website’s content, emphasizing the product’s prominence. This involved redesigning the landing page with a focus on showcasing the product’s image and its media coverage on TV shows.
3. Visual Language
The design adopted a soft and calming visual language, mirroring the product’s natural and organic qualities. Greenish tones were used to evoke a sense of nature.
4. Product Presentation
The product section was reimagined to feature the main three products in a row, addressing the issue of infinite scrolling. Colorful product cards provided contrast against the soft background.
5. Enhanced Testimonials
The testimonial section was enriched with product-specific tags like “vegan product,” “100 percent natural,” and “made with organic ingredients” to reinforce the product’s attributes.
6. Unique Button Style
To create a distinctive brand identity, the button style was meticulously crafted to match the Hemplief logo.
User Feedback and A/B Testing
The new design underwent A/B testing against the old design. While the majority of users found the new design functional and visually pleasing, some expressed concerns about empty space in the testimonial section. Ultimately, the client approved the new design, and further iterations were not pursued due to project time constraints.
Outcomes and Takeaways:
1. The redesigned website improved user experience, resolving issues of clutter and inconsistency.
2. A focus on product presentation and trust-building elements enhanced the website’s appeal.
3. The unique button style, matching the Hemplief logo, serves as a memorable signature element that reinforces brand identity and recognition.