LANOLIPS WEBSITE REFRESH
THE CLIENT
Lanolips is an Australian skincare brand specialising in hydrating skin care products that centre around a key ingredient, lanolin.
THE PROJECT
During my time with The Defectors, we were approached by Lanolips to completely redesign their website at the time. Lanolips faced a problem. They were only able to communicate with their audience via social media and could only distribute their product via exclusive beauty stockists. They were predicting a large amount of growth and wanted to expand. They needed a website that was easily accessible, had the ability to educate the customer about the key ingredient that features in all their products and above all they needed to transform their website into an e-commerce platform that allowed any customer, any where to purchase their products online.
Year Completed: 2019
Tools used: Sketch, Invision, Adobe Suite
The Defectors
INITIAL CONCERNS
At the time that the lanolips team approached us, their website did not include any e-commerce features. Lano were expecting a large amount of growth within their brand and community and needed a website that was going to be able to facilitate this and provide a place for their customers to easily access any product launches. In collaborating with the Lano team we set out to provide the customer with an enjoyable and easy e-commerce and user experience. In doing this the team emphasized the importance of including education surrounding the origins of the product’s key ingredient, lanolin, and how the product effectively hydrates and heals the skin.
VISUAL RESEARCH
The Lano team were very inspired by web designs that were vast, clean and minimal yet provided enough space for hero and products images to speak for themselves. We researched other competitors in the beauty industry paid close attention to how they had chosen to represent themselves online while ensuring we were designing with the key features of accessibility, functionality and fun in mind while doing so.
MOODBOARD AND CONCEPT
We collected designs that felt fresh yet functional and allowed space for brand elements like hero imagery to shine. It was also crucial to begin conceptualizing key e-commerce features that would lead to an excellent and easy to navigate customer experience. During this process we determined that the use of grids across the site would be an excellent way to develop hierarchy and clearly display the brand’s fantastic imagery, almost like a digital gallery.
WIREFRAMING
We designed sleek and straightforward wireframes to showcase products effectively. We categorized products into collections such as Lips, Face and All-Over to help users easily locate what they might be looking for. This brand language features across their products. We found it effective to echo this into the site’s navigation to further strengthen the customer’s understanding of the brand. The redesigned navigation of the site, positioned persistently on the left, ensured it was always visible and readily accessible. We emphasized shopping by placing shop functions at the top of the navigation, underscoring its primary role on the site. Throughout this redesign, we utilized a grid layout, facilitating prominent brand visuals and strategically organizing vital information to provide a clear path for customers.
FINAL DESIGN AND END RESULT
From here we were able to move onto designing the final stages of the website’s design. We were able to translate the existing Lanolips brand that was only established across print media at the time, by bringing it into the digital sphere. This was achieved through an in depth understanding of the brand’s existing guidelines, brand colours and use of imagery to tell the Lanolips story.
As Lanolips previously exclusively sold products through other stockists, the addition of an e-commerce store gave the brand the ability to connect directly to their customers through their own website. The overall refresh of the site provided the brand the ability to clearly educate the audience on the brand's history and key ingredient that is present in all Lanolips products. The brand continues to use the site design today.
