I started with a strategic assessment that included user research, surveys, an in-depth analysis of google analytics, heat map surveys, and a competitor analysis.

When reviewing the existing site with users, they expressed a desire for a less chaotic, more cohesive homepage that clearly conveys the brand's core offerings. Many noted that the imagery lacks cohesion and appears too stock-like, with a need for better representation of older women and diversity.

Additionally, users found the navigation unclear. When given the scenario, "Say you have blonde hair and you want to buy a shampoo for it, where can you find it?," 100% of users were unable to navigate to the blonde shampoo. Heat maps and analytics suggested that users were not using the navigation menu, instead arriving at collection pages linked to the homepage. With the new navigation bar, users can intuitively shop by collection or concern. A less cluttered navigation bar clearly separates the professional login page from the consumer site.

Users noted appreciation for the hair quiz, how-to videos, and editorial press logos. Instead of a chaotic row of videos, the new homepage features a "Stylist Spotlight" section. This section highlights a professional stylist's how-to video, and features the products used in the video. It will be updated monthly, coinciding with the stylist community marketing calendar.

A competitor analysis helped influence what sections would be highlighted on the home page.

On the product pages, information was condensed for clarity. Dramatic shifts in type scale and the play of contrast with a clean design were consistently applied throughout the entire shopping experience, from browsing to checkout.