A visual design refresh

About the project

Efface Aesthetics is a medical spa that specializes in Botox & fillers, laser treatments such as laser hair removal, microdermabrasion, facials, medical grade chemical peels, and skin care products.

Efface's visual design system was outdated and the essence of who they are as a company was not communicated across their site. Efface Aesthetics needed a redesign of their product shop. My goal was to understand users’ response to the current website, discover any frustration or pain points and propose a solution to improve their experiences.

Role:

Product Designer, UX Researcher, Project Manager (Solo Project)

Timeline:

2 Weeks

Methods:

User Interviews, Sketching, Prototyping, Site Mapping, Competitive Analysis, Wireframing, Comparative Analysis, Affinity Mapping, Usability Testing, User Flows

Planning

When conducting usability testing on the original shop site, I gave each user a simple scenario based task to complete to observe how they navigate the app, and to pick up on any frustrations that might have come up.  

Key takeaways:

• Users wanted before & afters as well as reviews and testimonials.
• Photos across site should be uniform in size, content, and quality for a more cohesive feel.
• Users want the ability to contact the brand, locate a refund policy, and find out more about the founder/brand.

Design Questions:

1. How might I make sure the product site is as streamlined and easy to navigate as the main site?

2. How might I establish trust and present the site as credible, so that Efface may turn visitors into customers?

Problem

Efface Aesthetics’s visual system was dated, cluttered, and lacked excitement. Products were unorganized, the site was difficult to navigate and product images were not uniform causing users to distrust the brand.

Design Goals

• Increase scannability and reduce cognitive overload.
• Improve site navigation and grant users the ability to contact the brand, locate a refund policy, as well as find out more about the founder/brand easily.
• Improve product pages
• Improve product listings

Solution

A Defined Grid System

A 12 column grid is used for the desktop site. This allows for greater flexibility in displaying Efface's products without overwhelming the user.

Efface's content is divided into modules, and each module is separated by vertical and horizontal white space. This increases scannability and reduces cognitive overload allowing the user to better digest Efface's content.

Improved Site Navigation

Users now have the ability to contact the brand, locate a refund policy, as well as find out more about the founder/brand easily. "Contact Us" & "Refund Policy" can be accessed from the "Help" tab. Contact Info can also be found in the redesigned site footer.

For visual design & style of the homepage, I chose to mimic the main spa site for a more cohesive feel.

Improved Product Pages

To implement feedback from user interviews,

1. Added star ratings to products for credibility
2. Added breadcrumbs for better navigation of site
3. Combined "Filter" and "Sort By" drop downs
4. Made sure product images are consistent in size and look to increase brand credibility

Improved Product Detail Pages

1. Added Before and After/ Testimonials section for brand credibility
2. Added Ratings & Reviews per user requests.

Key Pages