CLIENT
RefectoCil
SUMMARY
E-commerce Website Redesign
OUR APPROACH
Empathize to understand
Most product pages have a description, application instructions, and related products — the basic stuff. We leveraged the industry expertise of Chrissie, the lead educator, to add information on product care and step-in-the-regimen to support new estheticians in using our products.
We delved into Customer Support chats and discovered that users often asked about ingredient information. Whether for compliance, religious, or allergy reasons, beauty pros needed to know what was in the products they applied to their customers. This insight led us to go beyond the traditional 'Key Ingredients' section and add a full ingredient list to our page, ensuring that our users have all the information they need at their fingertips.
We brought the fun RefectoCil personality to life through an "On the streets" video box that showed team members applying the product.
After two "final versions" of this page, I'm proud of what we decided on.
Most product pages have a description, application instructions, and related products — the basic stuff. We leveraged the industry expertise of Chrissie, the lead educator, to add information on product care and step-in-the-regimen to support new estheticians in using our products.
We delved into Customer Support chats and discovered that users often asked about ingredient information. Whether for compliance, religious, or allergy reasons, beauty pros needed to know what was in the products they applied to their customers. This insight led us to go beyond the traditional 'Key Ingredients' section and add a full ingredient list to our page, ensuring that our users have all the information they need at their fingertips.
We brought the fun RefectoCil personality to life through an "On the streets" video box that showed team members applying the product.
After two "final versions" of this page, I'm proud of what we decided on.
Help wanted. Digitally.
Ordinarily, FAQ's are boring. Users find the information they need and return to their task. We wanted to bring the empathetic character that the RefectoCIl team had established amongst its customers to the big (mobile) screen.
From opting for an image that shows an esthetician teaching a service to applying the principles of progressive disclosure when displaying content, we created a help center that truly feels human.
We carefully chose calming wording, such as "How can we help you?" to ease any stress users may feel at this point. Plus, we categorized questions into beauty services and labelled them with everyday esthetician language for clarity.
Many beauty industry professionals like resources they can feel and touch, so we allowed users to download and print the FAQs in English and French.
What if a question isn't answered yet? We're way ahead of you. We anticipated that problem and provided clear instructions to users on what to do.
PROJECT BRIEF
With a website for estheticians and beauty distributors that was neither mobile-friendly nor brand-aligned, the RefectoCil North America (NA) team needed design support. I was tasked with redesigning the website to reduce customer support inquiries, align with brand guidelines and craft an intuitive experience for their mobile users who formed 60% of their site visitors.
TASK