I recently pitched a prominent international skincare/beauty brand with other members of my team. We had relatively little time to produce more than we typically design as part of a pitch.
My role was focused specifically on a couple asks as part of the RFP:
- how to restructure their About section to offer more tie-ins to feature products and link to their eCommerce pages
- and how to rethink their blog to make it more visible and encourage more browsing between posts
I also created a couple slides for our presentation deck representing some of my thinking.
The brand was most concerned about updating their About section. The main desire was to lead with the brand at every opportunity, even on eCommerce pages. We could tell they were interested in avant garde and uncommon interaction models and experiences. And we wanted to go above and beyond just creating a few comps to show how an updated design could look. So we chose to create an animation rich prototype.
I created this prototype in about 10-12 hours, focusing on showing how animations could be used to create an exclusive and bespoke customer experience.
I did not create the visual design for this. I worked with an awesome visual designer and used her design file to create the prototype.
Recommended IA Updates
I quickly produced an informal IA to show how their blog, which is currently in their About section, could be brought up to the main level of the navigation to improve visibility and increase traffic.
The IA also shows how we could build out their About section to include additional content. The idea being brand related content modules could be used across the site, including on eCommerce pages to reinforce the brand alongside their product offering.
Their blog currently lives in their About section and receives little traffic. Their intention is to increase the frequency of their posts to make the blog a destination for their clients looking for deeper content about the products and the brand.
I recommended moving the blog to the main level of the navigation instead of keeping it buried in the About section to make it more visible. Featuring and linking to blog posts across the website, especially on relevant eCommerce pages, offers another opportunity to increase traffic. And not to mention email and social media marketing using blog posts with product integrations as obvious outreach strategies.
To meet their request of improving blog post browse-ability, while balancing their current lack of content (they have about 22 blog posts) I recommended updating the UI of their blog landing page to have a hierarchy that allows for more recent or important posts to be featured. Dedicated lists for Popular and The Latest offers users alternative ways to see lists of posts. And simple thematic groupings of posts using blog channels and/or tags works well with their current amount of content and is extensible in the near future.
Once on an actual blog post, I recommended an infinite scroll between posts, featuring blog channel labels and tags and displaying one related blog post based on blog channel or tags before loading the next post for the user to immediately scroll to.
I moved through wireframing quickly so that the visual designer could begin design and would give me as much time as possible to then create the prototype based on her designs. Based on the rethink brainstorm her and I had, I drew up the following wireframes to help guide her designs.
View the Wires
Organizing My Thoughts
Following my first attempt at rethinking the About section using their current content, the strategist asked me to start over and completely rethink the About section, even if it required new content. Without the constraints of having to use their current About content, I focused on what I thought users would be most inspired to learn in their About section. And while we wouldn't develop even a small minority of this content as part of the pitch, having an understanding of what could ultimately be in a revised About section was necessary.
After the rethink brainstorm with the visual designer I was partnering with, I complied my thoughts to share internally in a brief.