What we did
Dr Spiezia’s insight and know-how granted Inlight Beauty to be the first and so far the only UK beauty brand to receive the Cosmos Organic Certification. But powerful messaging like this was very hidden on their website. At product level the science behind the products had the same problem and the user had to work very hard to find ou information. We did an entire UX overhaul from the navigation down to product level to help the user and to sell the world-class products and drive conversions.
Understanding the users
Using the data from their analytics we found out the core users of the wesbite. Then we had a user jounery workshop were we mapped out the benefits and pain points of the users so we can bring the learnings across into outcomes during the UX & UI Phase.
It was clear when we had an initial look at the existing brand that it would benefit greatly from a refinement. This included tweaking the colours to help pass accessibility tests and we could see a new font pairing was needed.
Through the UX phase it was clear that the user would benefit from some more information on the collection page. Before the user had to choose a product solely by either the image or the title. This can be a tedious journey for the user going back and forth out of product pages.
We added a short descriptions, star ingredients and a especially for section. Allowing the user to make an informed choice before they decide to click.
Our approach to the mega menu allowed the user to look via product type and 'especially for' which is by skin type/need. We also added the functionality to upsell guides and articles.
Our beautiful and bespoke product page has all the right information in the right places, this is all down to the user profiles and user jounreys that we mapped out the pain points and have fixed them.
This video shows all of the building blocks Inlight Beauty have to build out landing pages and to grow the site further.