The ask —
To oversee a 'lift and shift' migration of their existing website from Drupal to the Salesforce platform.
What actually happened —
I led a complete redesign initiative, including everything from UX and UI improvements to rebranding and guidelines for a new design system. This extensive project covered 43 websites in 23 languages and encompassed our e-tail partnerships, ensuring a cohesive brand experience across all digital touchpoints. I managed and executed the design from concept to final delivery. You read that right—I single-handedly handled everything UX, UI, visual design, and production for all 43 websites. I ensured all sites were successfully transitioned and optimized for the new platform while simultaneously working on multiple new product launch campaigns.
Skills I brought to the table: Creative Direction, UX/UI Design, Competitive Analysis, Site Audit, A/B testing, User Testing, + Validation, Wireframing & Prototyping, Modular Design Library, Photography, Motion and Video Brand Guidelines and Content Strategy
Shout to my exceptional Project Manager, Gina Mulvey. Without her support, I could have never tackled this Mount Everest project solo, on time, and within budget.
Visit the Site →
UX/UI Navigation
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Benefit Cosmetics is known for its signature brow services, offered at over 3,000 locations worldwide. However, as the brand seeks to enhance its digital customer experience, users find it difficult to book these services online.
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Booking an appointment was not prominently displayed on the website, and the process involves multiple cumbersome steps. This created a frustrating user experience, leading to abandoned bookings and reduced customer engagement, which is critical to the brand’s growth and customer retention strategy.
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Increased Conversion Rates by 36%: By making the booking option more visible and reducing the number of steps, more users completed the booking process faster, with fewer drop-offs, leading to higher service utilization.
Enhanced Customer Satisfaction: A smoother, more intuitive booking experience will reduce user frustration and improve overall customer satisfaction and loyalty.
Improved Mobile Engagement: Optimizing the booking process for mobile devices will capture more on-the-go users, expanding the reach of Benefit’s services.
Personalization Boosts Repeat Bookings by 25%: Personalized service recommendations and account integration encouraged repeat visits, fostering long-term customer relationships.
Streamlined Operations: Simplifying the booking process reduced the load on customer service, as fewer users needed assistance, allowing staff to focus on other areas.
Wireframes & Prototyping
Solution
We enhanced visibility by prioritizing key actions—'Book a Service,' 'Find a Store,' and 'Make Appointments'—at the top of the funnel. Given that brow services are the most frequently booked, we also integrated these services directly into the brow navigation.
Booking conversion increased by 36%.
