UX CASE STUDY

Site Enhancements: Bag & Checkout

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Bag & Checkout

Project Overview

My assignment on this project was to tackle enhancements to the Product Detail Page (PDP) templates, maintaining updated brand standards while using my strong knowledge of our digital products to make informed and customer-centered design choices.

Company:

  • Sally Beauty Holdings, Inc.

Project Length:

  • April 2021 - October 2022

My Roles:

  • UX/UI Designer
  • Researcher
  • User Test Facilitator

Tools:

  • Figma
  • UserTesting.com
  • Quantum Metrics

Methods:

  • Heuristic Evaluation
  • Discovery & Research
  • UX Strategy
  • User Flows
  • Visual/UI Design
  • High Fidelity Wireframes
  • Accessibility Standards
  • User Testing & Evaluation

Goals & Challenges

An executive decision was made at Sally Beauty for a third party digital marketing company to completely overhaul their branding, which resulted in a very different look and feel for SallyBeauty.com. That left our UX team with the challenge of integrating an entirely new visual aesthetic into our existing design system, as well as pushing back on certain aspects of the new design to maintain best practices in usability.

There were several things to keep track of throughout the enhancement process. These included:

  • An audit of any updates needed for components in our UI library, which could involve anything from a quick change of type and color to building completely new assets
  • Making sure updates to the design system would not conflict with wireframes currently in handoff status
  • Accounting for different variants of each page type (including potential edge cases)
  • Preserving existing UI patterns that had already test well in the past
  • Collecting data to justify any changes we planned to make to the rebranded design
  • Creating detailed interaction flows for enhanced user experiences
  • Collaborating with stakeholders in e-commerce and analytics to assess the performance of the existing site, ensuring that our redesign includes their recommendations for page improvements

While it was going to be a fairly heavy lift, our UX team saw this as an excellent opportunity–not just to make the site look good, but to identify as many areas of improvement as possible and tackle them in one initiative.

Discovery & Research

Heuristic Evaluation

During the discovery phase of the project, I assessed wireframes of the site rebrand provided by the marketing agency and compared them to the state of our current site. I took note of anything on the existing pages that had been left out of the new design, along with anything that I suspected would be an accessibility issue or contradicted standards we’d implemented through previous user research.

Goals

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Goals

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Conclusion

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