Erno Laszlo — Bringing a heritage luxury skin care brand into the modern digital world
SERVICES
Product Strategy, User Experience, User Interface, Design System, Visual Direction
DESCRIPTION
Erno Laszlo has legacy celebrity clients such as Marilyn Monroe, Audrey Hepburn and Jackie Onassis but had struggled to adapt to the modern shopping experience. The Erno Laszlo site redesign reconsidered how Erno Laszlo’s digital brand exists in order to better appeal to the modern consumers.
AWARDS
User Experience
Much of the site architecture went unchanged. The bulk of the work existed in implementing e-commerce best practices, reorganizing existing content and feautres, and the creation of new feature sets. This was an important phase to begin visualizing how the new human-focused and how-to approach would work as part of the digital strategy for Erno Laszlo.
Designing for user personas
The Queen Bee (45+)
Who am I?
I prefer long lasting, tried and true, to quick fix solutions often being sold. I'm willing to invest in quality products that work as advertised.
What's my regimen?
I have EL products that work for me and I buy the same products repeatedly.
What are my concerns?
Promoting the best skin health and preventing decline.
The Explorer (under 45)
Who am I?
I have more time to educate myself than others. I am concerned with the ingredients of my products. I am most likely to take the Skin Assessment.
What's my regimen?
I may or may not have a regimen but want to learn more about what will work for me.
What are my concerns?
I'm still working that out. Is my skin as oily as I think it is?
Buying Browser (under 45)
Who am I?
My skin's health heavily impacts my self-confidence and is a window into what's happening with me biologically and emotionally.
What's my regimen?
I use EL alongside some of my other products which range from drug store to indie brands.
What are my concerns?
Am I using the right products for my skin concerns?
One Click Wonder (18-24)
Who am I?
I am a millenial or generation y. I receive product information from social media and the people I follow influence me.
What's my regimen?
I am still developing my skin care routine and may be trying Erno Laszlo for the first time.
What are my concerns?
I am concerned with my hectic lifestyle not affecting my skin.
Visual direction
To bring the low-fidelity wireframes into higher fidelity designs, a visual design direction was first established. One option that served as an evolution of their current brand, and one that felt revolutionary. Revolutionary to us meant bold, transparent and inclusive. Evolutionary meant self-aware, imperfect and helpful. We landed on the evolutionary direction with a touch of clinical to drive home Erno Laszlo's expertise.
Diversifying ways of shopping
We built out their existing Skin Assessment, introduced shoppable skin routine guides, and shoppable blog posts. These content types increased organic traffic and provided a guided shopping experience for users onsite. This content aliigned with the Erno Laszlo's mission to provide expertise and guided shopping for the modern woman.
Skin assessment
The primary goal was to decrease CX volume and an increase understanding of product offering. The second goal was to acquire the right customers. The third goal was to create a positive experience through increased affinity for the brand and increased satisfaction with sign-up.
Utilizing e-commerce
best practices
Reviews front and center
Social credibility highlighted in the hero and at the bottom of the detail page counteracts distrust
Focused checkout
Utilizing a sidecart and accordion checkout increased conversion and reduced drop-off
Quick shop
A quick shop modal reduces bounce rate and increases conversion by focusing the users on the product landing page
Quality first
Highlighting multiple product images, ingredient stories, and how-to content builds trust with the users
Hand-off for future re-use
A digital design system was established to ensue an efficient and consistent maintenance of the site in the future. Each module and component was set up for scaleability and reuse in mind so any designer could understand the experience without building it from the scratch. Rules were established for engineers and designers so the team could ensure a proper use of the componentry.
