Sally Hansen

An established global beauty brand, Sally hansen sells affordable beauty products, distributed in over 55 countries worldwide. With products spanning 5 beauty categories: nail colour, nail care, sunless tanning, hair removal, and beauty tools, Sally Hansen products create a Salon at Home concept.

CLIENT

AGENCY

Sally Hansen

Cult Ldn

Industry

WEBSITE

Beauty

The Challenge

The brand was looking to boost sales and awareness of salon-at-home products on the Amazon Storefront. I was approached by Cult Ldn to create UI solutions for the brand’s Amazon Store with the aim to deliver 16 templates covering all franchises of the Sally Hansen brand ensuring it is a pivotal E-Comm site that works harder to deliver further sales and awareness to all customers in FY24 Q1/2 and beyond.

The goals were:

Key Moments - Tap into key calendar moments, cultural events and spotlight product launches.

Navigation - Reduce scrolling and easily guide customers through the site.

Message Architecture - Distinguish the hierarchy of messages and consider how best speak to the customer.

Social Prospecting - How can SH be more relevant and bring the store-front in line with social trends.

Phase 1 of the project involved the production of UX wireframes. These were then handed over in order to produce UI solutions (Phase 2) which is where I came in. This posed some challenges as outlined on handover from UX.

• All modules and components provided in UX wireframes were based on assumed content so needed editing / refinement accordingly to cover variations in length, type etc, and in many cases needed adjusting for available image content and messaging.

• There was no overarching type scale or system in place

• The grids were derived from studying current live amazon store-fronts, so were presented to not be 100% accurate since there was no documentation available on this

• Some features designed, such as the carousel and PDP sub-nav were not apparently common place on all amazon storefronts.

Solution

To address the challenge, the team developed user friendly flows via a range of UX wireframes I assumed the following roles designing this storefront:

  • Conducted extensive secondary research exploring and developing customer journeys

  • Created a clear style guide on top of the existing brand guidelines supplied.

  • Created assets for use on Amazon Storefront including banners, Call to Actions (CTAs), video / user generated content (UGC) placeholders.

  • Added deliverables to Powerpoint slide deck

  • Worked with Art Director in ensuring all deliverables were ready within client time frame.

Lessons Learned

With quick handover from UX, I went straight into mocking up high fidelity UI. If I had to do this again, I would request a round the table kick off to better understand the various individual roles on the project, and to hit the ground running and would established finite details on the roles and responsibilities for each team member involved in the project.