B.TAN WEBSITE REDESIGN

THE CLIENT

b.tan is an Australian brand specialising in affordable self tanning and skin care products aimed at a young audience

THE PROJECT

The earlier b.tan website design required a makeover to align with the brand's revamped image. The site aimed to lead users through the brand’s products, emphasizing their benefits, and ensuring a smooth path to sales. The homepage showcased informative content, images of product outcomes, special sections for highlighting key product features and interactive elements like result scales and a tan selector tool.

TARGETING ISSUES IN THE ORIGINAL DESIGN

b.tan recognized the significance of appealing to the Gen Z audience in their brand update. They sought not only to capture their interest but also to enlighten them about the advantages of using fake tanning products over sun tanning. b.tan held the conviction that instilling a sun-safe mindset in the younger generation early on would lead them to adopt safer practices throughout their lives, ultimately lowering the number of individuals who develop skin cancer in Australia alone. It was also decided that the product pages would include more content and marketing techniques to convert higher sales for the brand.

VISUAL RESEARCH

In researching other beauty brands aimed at the Gen Z demographic, we observed that many effectively captured their attention using contemporary motifs and youthful imagery. They also employed high-quality photos that vividly showcased the final outcome of the tanning products. Simple navigation and layout and bright colour schemes appeared to be a common theme.

MOODBOARD AND CONCEPT

It was essential for the site's design to be user-friendly, with ample space for large images and playful design elements, prominently featuring cartoon icons in a collage style. The selected photography in combination with the site’s relaunch played a pivotal role in relaunching the brand. Images of women smiling and laughing with the product were included to evoke a sense of fun in the brand within the digital space.

WIREFRAMING

We incorporated a spacious grid layout in the product sections, ensuring products were prominently displayed by categorizing them into collections like Foams, Mists, Accessories, and more. This organizational style made it easier for customers to quickly find the products they were searching for. Moreover, by streamlining the site's navigation, we aimed to enhance user experience and reduce search times. The product pages in particular would now include multiple sections below the main product section to establish a hierarchy on the page that would provide segments with information, education, customer reviews and before and after results of the product. This was essential has fake tanning products in particular provide a result that can not be instantly achieved as the product needs to develop on the skin over a number of hours so providing as much information on the use and end result of the product has a large impact on whether a purchase will be made.

FINAL DESIGN AND END RESULT

b.tan expressed great satisfaction with the final design outcome. The brand's look was revitalized during the website redesign, adopting a vibrant pastel color palette, cartoon icons, and lively images of both models and products. New illustrations and icons were introduced site-wide, establishing a visual language that emphasized product features. This overhaul not only aligned b.tan with contemporary clean beauty brands, using playful imagery and vivid colors but also improved its appeal to the Gen Z demographic. Guiding users through product knowledge and potential tanning results, the redesign boosted site user-friendliness and subsequently, sales.

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