Role
UI/UX & Graphic Design Intern
Skills
Web Design
Wireframing
Visual Design
Wireframing
Visual Design
Tools
Figma
Adobe CC
Adobe CC
Timeline
Jun - Oct 2023
Overview
Color Street is a beauty brand known for its easy-to-apply, mess-free nail polish strips made from real nail polish, offering a salon-quality finish without the need for drying time. With a wide variety of colors, patterns, and finishes, Color Street helps users achieve professional-looking manicures at home.
TL;DR
Scope
As a DTC beauty brand, the core of the Design team was to push out all-around digital assets such as email campaigns, product images, and many more. As an intern, I primarily focused on creating graphics for giftcards, website banners, promotional emails, and product imageries. The company also planned for a website relaunch, and I pitched new UX features that would enhance the shopping experience to the Design Lead.
Challenge
Which features are actually helpful in the shopping process?
The easier the shopping experience is, the more likely a customer will make a purchase. As well as maintaining the brand identity, I sought for functionalities that would help users arrive at purchasing. I identified which actions would be a friction or burden in the way and which would be a facilitator.
Storyboard
What goes in the mind of a buyer when shopping online?
I tried to think of thinking processes that many online shoppers experience.
Inspiration
"That looks fun – I want to try it"
"That looks fun – I want to try it"
Exploration
"What are my options?"
"What are my options?"
Desire
"I need this one – that too!"
"I need this one – that too!"
Hesitation
"Should I buy now?"
"Should I buy now?"
Commitment
"Let's do it – I'm checking out"
"Let's do it – I'm checking out"
So what?
My primary focus was user's actions in the Exploration, Desire, and Commitment stage. I asked myself – in these processes, what kind of call-to-action would nudge them closer to committing?
Idea #1
Quick View
Color Street has a wide range of colors and shapes of nail strips. While browsing through many options, it's sometimes hard for a user to arrive at what they like the most.
A quick view pops up when a customer clicks on a specific product. It would have necessary information about the product, but it would also suggest what other customers like that are similar to the very product.
A quick view pops up when a customer clicks on a specific product. It would have necessary information about the product, but it would also suggest what other customers like that are similar to the very product.
Idea #2
Saved Items
This idea was inspired by Amazon's UX. My family shares an Amazon account, so there are lots of items for everyone in the cart, prior to checking out. So, allocating saved items, which essentially is a second-tier cart, allows each person to purchase only the items they want. This feature is also crucial in preventing a reset of the cart for the rest of the family, which can be a pain point.
The nature of Color Street doesn't involve a number of customers sharing a cart before check out. However, Color Street has an ecosystem of stylists, where a customer can consult a stylist when discovering their style and aesthetics. A saved items can be useful when they interact and have a so-called shared cart. This way, a bond between a buyer and their stylist can strengthen and the shopping experience will become more personalized.
The nature of Color Street doesn't involve a number of customers sharing a cart before check out. However, Color Street has an ecosystem of stylists, where a customer can consult a stylist when discovering their style and aesthetics. A saved items can be useful when they interact and have a so-called shared cart. This way, a bond between a buyer and their stylist can strengthen and the shopping experience will become more personalized.
Idea #3
My Favorites
Sometimes, there are multiple items that you are on the verge of wanting. However, some of these items may be a touch shy away from being in your cart – you're not that sure yet.
My favorites is a place for such items, which are in between your cart and the rest of the items that you know for sure that you don't want. I acknowledge, however, that a regular cart provide this functionality depending on how one thinks of their cart.
My favorites is a place for such items, which are in between your cart and the rest of the items that you know for sure that you don't want. I acknowledge, however, that a regular cart provide this functionality depending on how one thinks of their cart.
Digital giftcards
Promotional emails
