Mattlook — Redesigning an Internet-First Cosmetic Brand

Project Overview

Mattlook, an innovative cosmetic brand built entirely for the digital age, needed a website that reflects its bold, trend-driven ethos while providing a seamless, engaging experience for online shoppers. With a focus on modern aesthetics and user-centered design, the website was revamped to deliver an intuitive, visually striking, and mobile-first experience that resonates with a young, socially-savvy audience.

Key Objectives

Create a visually immersive experience: Showcase Mattlook’s bold, minimalist product lines with high-impact visuals and modern design elements.
Optimized for eCommerce: Ensure a smooth, frictionless shopping experience, with easy navigation and streamlined checkout.
Strengthen the digital-first identity: Position Mattlook as a forward-thinking, digitally-native brand, emphasizing a seamless connection between their online presence and audience.

Research & Analysis

Target Audience

Demographics: Primarily women aged 18-35, tech-savvy, and socially conscious.
Psychographics: Values authenticity, inclusivity, and sustainability. Engaged in online shopping and influenced by social media.

Competitive Analysis

A review of competitors revealed:

Overly complex navigation that detracted from user experience.
Generic design elements that lacked personality.
Limited storytelling and connection with the audience.

Design Process

1. User Experience (UX) Design

Wireframing: Created low-fidelity wireframes to outline the structure and flow of the website.
User Testing: Conducted usability testing with a sample of the target audience to gather feedback on navigation and layout.

2. User Interface (UI) Design

Color Palette: Selected warm, inviting colors to evoke a friendly atmosphere, while incorporating a modern twist with subtle gradients.
Typography: Used clean, sans-serif fonts that convey a contemporary feel, enhancing readability and approachability.
Imagery: Integrated high-quality images showcasing diverse models using Mattlook products, emphasizing relatability and inclusivity.

3. Content Strategy

Brand Story: Developed a compelling “About Us” section highlighting the brand’s mission, values, and commitment to quality.
Product Descriptions: Crafted engaging, informative descriptions focusing on ingredient transparency and benefits.
Blog Integration: Launched a blog featuring beauty tips, tutorials, and user-generated content to foster community engagement.

Implementation

Development

Chose a responsive design framework to ensure compatibility across devices.
Integrated an e-commerce platform with secure payment options, customer reviews, and an easy return policy to enhance trust.

Launch Strategy

Pre-Launch Marketing: Teased the website on social media platforms with countdowns and sneak peeks.
Influencer Partnerships: Collaborated with beauty influencers to create buzz and drive traffic to the new site.
Launch Event: Hosted a virtual launch event with live demos and Q&A sessions to engage the audience directly.

Results

Increased Traffic: Website traffic increased by 150% within the first month post-launch.
Higher Conversion Rates: Conversion rates improved by 30% compared to the previous site, attributed to streamlined navigation and enhanced user experience.
Positive Customer Feedback: 95% of surveyed customers reported a positive experience, highlighting the welcoming design and ease of use.

Conclusion

The website design for Mattlook successfully achieved the brand's goals of being welcoming, trustworthy, modern, and relatable. Through a user-centric approach, the new site not only enhanced customer engagement but also positioned Mattlook as a leader in the online cosmetics space. The project underscored the importance of aligning design with brand values to create an impactful digital presence.

Future Recommendations

Ongoing User Feedback: Continue gathering user feedback to iterate and improve the website.
Enhanced Personalization: Explore AI-driven personalization options to tailor the shopping experience for users.
Expand Content Marketing: Invest in video content and tutorials to further engage the community and promote products.