Project Overview

The Problem

Azalea Drive needed an e-commerce website for their new collection of nail polishes. They wanted to have the ability to sell directly to customers, while also showcasing all of the available colors for their wholesale business and providing links to stockists. I recommended launching the site on Shopify, which would give them the ability to flex and grow their business.

Process

My process began with a competitive audit of competitors’ websites, and collecting all the brand’s images and product copy. The owner provided me with detailed brand guidelines that shaped the direction of the colors and energy of the site. I then created wireframes and information architecture using what I learned from the competitive audit stage. Next, I took my wireframes to Shopify to create a high-fidelity prototype for the owner to approve. Finally, after completing a usability study and making a few tweaks to the design, I launched the site.

Outcome

My approach was to keep the navigation simple by highlighting the main color collections that are important to the brand ethos. Using imagery provided by the brand, included detailed product information with a focus on the story behind the color—a core value to her brand. Product recommendations were also added to encourage the user to continue browsing. I also created additional landing pages for stockists, wholesale, press, and more, as her business needs evolved.

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