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. The goal was to launch the site on Shopify, which would give it the ability to flex and grow with their business.

Process

My process began with doing a competitive audit of other nail polish brands’ websites, and collecting all the brand’s images and product copy from the owner, Anne Lauren. She provided me with detailed brand guidelines that shaped the direction of the colors and vibe of the site. I then created wireframes and information architecture for the new website, carefully including what I learned from the competitive audit stage. Next, I took my wireframes to Shopify to create a high-fidelity prototype for Anne Lauren to approve. Finally, after completing a usability study and making a few tweaks to the designs, 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. The product detail pages were kept minimal, but included detailed product information with a focus on the story behind the color. Product recommendations were also added to encourage the user to continue browsing. I also created additional landing pages for stockists, wholesale, press, and more. The result was an easy-to-use website that was so popular, Anne Lauren had to occasionally pause online orders in order to keep up with demand.

Visit the live site