| ROLE |
Lead UI & Visual Marketing Design
| BRIEF |
SASSI is a beauty company that manufactures and distributes mainly nail care products, false eyelashes, and related beauty products targeting nail salons, spas, beauty shops, and retailers. Before I joined the company, high-volume B2B business was the main focus, but with the goal of transitioning to B2C business, I redesigned an old website and built a user-friendly web environment with an intuitive UI. I took the lead in web flow design by analyzing the age group, purchase time and place, bestseller, etc. of the end user. Banners, e-mail campaigns, and social media marketing artworks created through continuous collaboration with the marketing team were used for sales
| KEY USER RESEARCH |
We conducted a survey on a total of 100 B2B customers who purchase SASSI products through the SASSI website. We found out users were older than we thought and they prefer to use computers when purchasing their products. As a result, we need to design a web UI for desktops that users in their 40s and older can easily purchase online.
| UX / UI STATEMENT |
We made it a top priority to identify the pros and cons of the existing website and build a website that all users can easily order and pay for. Although it was in the process of transitioning to B2C business, the main requirement was to design a website that would satisfy both types of business customers since the number of B2B customers was higher.
1. The existing website was designed in an old-fashioned way that caused disruption to focus on the product itself by grafting too many vibrant colors to the background.
- We used the background as simple as possible, minimizing the grid so that customers could focus on the product at a glance, and emphasized the modern feeling of the trend.
2. The existing website was vulnerable to advertisements for new products. There was a mixture of new and existing products.
- We redesigned advertisement banners on the main page so that customers can see new products automatically just by accessing the website.
3. The main age of customers who purchase through the SASSI website is relatively high in their 40s and 50s, and it took a little longer to find suitable products in an unfamiliar web environment, unlike the younger generation.
- By increasing the number of display products per page, the product layout was designed intuitively so that products can be found effectively without many clicks.
4. It was difficult for customers to distinguish items with a large number of similar products, such as false eyelashes unless they click on the detailed page.
- We inserted close-up cuts as hover images on product thumbnails in the list.
5. The search function was very basic, so customers can search only if they know the exact product name.
- For the convenience of our customers, we added SKU number search, part name search, and ‘Favorites’ to save frequently ordered products, designed to make finding the product you want as quickly and easily as possible.
