A leading hair treatment system that scientifically formulated to penetrate and repair hair from the inside out by rebuilding broken bonds at the molecular level.
Service
Growth Product Design
Client
Year
2021-2023
As a Growth Product Designer at Olaplex, my primary objective was to leverage design strategies to not only improve the user experience but also drive business growth. Olaplex faced challenges with their website navigation, mobile experience, and user engagement.
The goal was to revamp the website, with a focus on creating a seamless mobile experience, increasing user engagement, and ultimately boosting conversion rates, which can break down to 3 directions : Complex Navigation on Mobile Devices, Suboptimal Mobile Experience on the Homepage, Ineffective Landing Pages for User Education
Problem 1 : Complex Navigation on Mobile Devices
Users found it difficult to navigate the Olaplex website, especially on mobile devices. This led to a high bounce rate and decreased user engagement.
Solution: Revamping the Navigation SystemI redesigned the website's navigation, placing a strong emphasis on mobile usability. This involved implementing a simplified navigation menu with clear categories and a user-friendly interface. The goal was to ensure that users could easily find the information they were looking for, leading to a more positive overall experience.
Problem 2 : Suboptimal Mobile Experience on the Homepage
The homepage lacked a mobile-centric design, resulting in a less-than-ideal user experience for mobile visitors. Additionally, there was an opportunity to leverage user-generated content (UGC) to enhance engagement.
Solution: Mobile-Optimized Homepage with UGC Integration
I overhauled the homepage, making it mobile-responsive and visually engaging. To boost user engagement, I strategically incorporated UGC, showcasing customer testimonials, before-and-after images, and user reviews. This not only added authenticity to the brand but also encouraged users to explore the products further.
Problem 3 : Ineffective Landing Pages for User Education
Olaplex wanted to educate users about the science behind their products, but existing landing pages were not effective in conveying this information in a user-friendly manner.
Solution: Introducing Informative and User-Friendly Landing PagesI created new landing pages that simplified complex information about Olaplex products. These pages utilized interactive elements, concise content, and visual aids to educate users about the brand's unique selling points and the science behind their products. The goal was to make the information easily digestible and engaging for users.
Results
1. Increased Time Spent on the Site: The simplified navigation and improved mobile experience led to a significant increase in the average time users spent on the Olaplex website.
2. The strategic placement of UGC on the homepage positively influenced users' trust, resulting in a 7% increase in the average amount customers spent per order.
3. Boost in User Engagement: The incorporation of user-generated content and the mobile-centric design of the homepage led to increasing in overall user engagement.
By focusing on both the user experience and the business objectives, Olaplex saw tangible improvements in key metrics, leading to a more successful online presence and increased customer satisfaction.
