Homepage Design for Opte
Impact
20% increase in conversion
Skills & Industries
Overview
Opte is a technology manufacturer creating innovative solutions for cosmetic care. Their team aimed to improve their online presence with a website redesign, including the homepage and cart checkout. As product designer and creative director, I was responsible for wireframing, UI design, and visual development for the homepage. My team and I met with the client to plan weekly sprints and iterate on deliverables.
Discovery
Using Miro, my team and I co-led a workshop to work closely with the client to better understand the project. We focused on identifying challenges, goals, resources, and expectations, along with gathering any available data for additional goal setting.
Findings
Ambiguity communicating unique selling proposition.
Hierarchy issues.
Inconsistent spacing.
Opportunities for enhanced promotions.
Opportunities to educate users.
83% mobile traffic.
Challenges
Skepticism in cosmetics is quite common. Creating trust would be critical in converting users, but I was unsure if we could have a significant impact. Furthermore, I was well aware of inclusion problems within the cosmetic industry. It would be critical to elevate inclusion wherever possible, but I had doubts about successfully convincing stakeholders.
Key Statistics
163% of 2,000 Women of Color surveyed said they feel “ignored” by the skincare industry, and there aren’t enough effective products for them.
2Only 3% of dermatologists are Black, and about half of dermatologists agree that their medical training didn’t prepare them to treat Black skin..
Methodology
My approach to UX planning and wireframing leaned into empathy thinking, applying strategies to educate and reduce skepticism. Working through this process is asking myself what questions might come from doubt or lack of knowledge. What does the device actually do? How does it work? Is it safe? Does it work for my skin type? In response, I accompanied sections on the page with relative solutions, including pairing ‘tech’ driven descriptors with affirming language, promoting inclusive photography, and an FAQ. Additionally, I streamlined language to be concise, focusing on product value and user problems while reducing descriptive copy.
In tandem, I explored UX trends within the cosmetic industry. Secondary research provided promising results from skincare quizzes, potentially increasing at least 20% of revenue. Along with a broad representation of skin-tone options, I believe this would be beneficial as a promoted section on the homepage.
Research Findings
3After 2 months of Bliss’ cosmetic interactive quiz launch, emails with the quiz had an email open rate of 40% — compared to the typical 15%.
4Companies that excel at personalization generate 40% more revenue from those activities than average players.
5Sales can soar by 65% when a review is added to a page that lacked one previously
6IDA WARG Beauty Achieves 65% Conversion Rate with Product Quiz.
The deliverable was finalized as a collaborative effort between the product manager and myself. After workshopping iterations with client stakeholders, I moved into design, leveraging the provided inspiration references while providing a minimal, clean experience that was characteristic.
Retrospective
Collectively, the homepage and cart re-design resulted in a 20% conversion increase. Secondly, my role allowed me to gain valuable UX knowledge about a thriving industry I was mostly unfamiliar with.
References
1 Rebuilding Consumer Trust in Skincare, Beauty, and Beyond. (2022, August 27). Healthline Media. https://www.healthlinemedia.com/insights/rebuilding-consumer-trust-in-skincare-report
2 Rebuilding Consumer Trust in Skincare, Beauty, and Beyond. (2022, August 27). Healthline Media. https://www.healthlinemedia.com/insights/rebuilding-consumer-trust-in-skincare-report
3 Emma Sandler. (2019, December 6). How Bliss Skincare used a quiz to boost social engagement and email open rate. Glossy. https://www.glossy.co/beauty/how-bliss-cosmetics-used-a-quiz-to-boost-social-engagement-and-email-open-rate/
4 Thomas DiNatale. (2022, May 16). Improve Conversion Metrics by Perfecting Your Product’s Personalization Quiz UX. Everyday Industries. https://everydayindustries.com/product-recommendation-quiz-tips/
5 Abigail Beshkin. (2022). What’s Below the Surface: A Look at UX in the Beauty Industry. Toptal. https://www.toptal.com/designers/ux/ux-beauty
6 IDA WARG Beauty Achieves 65% Conversion Rate with Product Quiz. (2022). Giosg. https://www.giosg.com/customer-success-stories/ida-warg-beauty