VISAGE

Client: Visage USA

Task: Conduct heuristic evaluation, Conduct competitive analysis, Define user problems, Redesign existing web experience.

Problem: How might we redesign Visage’s landing page and visual style that clearly communicates the value, brand story, and overall feeling of trust toward official reseller of Chikuhodo brushes?

Solution: Following both fundamental and modern patterns for e-commerce websites to communicate the effectiveness of the company, simple and minimal design to optimize value and mission, and consistency with components and a visual style guide that would be applied throughout the web experience.

Understanding Problem

Visage is an official reseller of CHIKUHODO brushes in United States. CHIKUHODO has established itself as a name among many professional makeup artists and Japanese cosmetics companies such as SHISEIDO, Kanebo, and KOSE. By poising itself to anticipate the needs of both individuals and companies.

Conducting small research it became obvious that overall web experience felt outdated and as a result business experienced lack of trust in authenticity of products from customers. So Visage was looking for a landing page and visual style that will help communicate the value, brand story and feel of trust towards official CHIKUHODO brushes reseller.

Exploratory Research

Spending good amount of time with client was necessary to understand their business needs, expectations, new vision and find out more about their audience and how we can improve their experience.

Client requirements were:

• To create new more sophisticated visual style

• Improve overall user experience

• Implement common for e-commerce practices and patterns.
  

Heuristic Evaluation

With the must haves outlined, it was time go and conduct a UI audit for Visage. The reason it was done because it was important to know what consistencies and visual designs already existed with the current landing page.

Through this UI Audit, it was possible to recognize 11 different takeaways that highlighted different purposes, but those purposes were not very clear. It was also clear that there was a consistent lack of color consistency and hierarchy, typography choices, and outdated media visuals.

Ideation

It was important to sketch before creating wireframes because sketching provides the overall blueprint of the landing page along with annotations and specific height preferences for each section of the page.

Lo-Fi Wireframes

Discussing every stage of design process with the client to assure they will get exactly what they want is vital. After hearing the responses and highlighting the main points that were made and built the necessary iterations.

Once some ideas were layout, these wireframes were imported into Figma and it was time to start to develop the High-Fidelity wireframe 

Hi-Fi Design

Final Thoughts

Having extensive background in E-commerce I knew how what I wanted to do for this client. During thins project I also learned a lot about current standards and requirements. Although initially I was asked to just redesign website I took initiative to conduct a small research and revamp website with customers in mind.

For the next steps I would closely check design specific metrics that help to measure success of redesign:
Conversion rates, including visitor-to-lead conversion rate

• Bounce rate

• Loading time

• Conversion rates, including visitor-to-lead conversion rate