MINE WEBSITE REDESIGN
Year Completed: 2020
Tools used: Photoshop, Procreate
Client: Marq Labs
THE CLIENT
Minetan Body Skin is an Australian brand specialising in high quality tanning and skin care products in both the retail and professional beauty salon industries.
THE PROJECT
When the original site was launched, it did not clearly distinguish between each of Mine's professional tanning products. Given Mine's extensive and growing product range, it was essential to help customers understand the purpose of each product and which was right for them. Mine was primarily founded to promote safer tanning alternatives, especially given the rising skin cancer rates in Australia. Beyond just tanning, each product offers added benefits for the skin. The brand's website needed an update to effectively guide users, helping them comprehend the products and their advantages, and ultimately turning their interest into purchases.
TARGETING ISSUES IN THE ORIGINAL DESIGN
When first introduced, the original website didn't effectively differentiate among Mine's various professional tanning items. Considering Mine's wide and expanding lineup, it was crucial for customers to grasp each product's use and find the right fit for their needs. The brand's site required a revamp to better lead users, ensuring they fully understood the products and their benefits, with the aim of converting their curiosity into sales.
VISUAL RESEARCH
We researched many competitor brands in both the beauty and retail industry that sold an extensive range of products. We paid close attention to how the benefits and key features of each product were highlighted. We were particularly interested in web designs that took users on a intuitive journey from start to finish while still maintaining a strong brand presence,
MOODBOARD AND CONCEPT
We curated designs that struck a balance between modernity and utility, ensuring that key brand visuals, such as hero images, stood out. Throughout this process, we recognized the brand's need for a refreshed take on product visuals and icons. The introduction of new images alongside the website truly enhanced and uplifted the final outcome.
WIREFRAMING
Two homepage designs were created (prototype A and B as seen above) to provide the brand the ability to test which approach would work most effectively for each region as the brand sells internationally. This also allowed easy customisation between homepages, for example if there was a section that worked well in design A, it could be easily added to design B.
Prototype A focused more on educating customers who may have not been familiar with the brand by focusing on product education and sections intentionally dedicated to specific products. Prototype B was designed to serve more so as a product listing page with fewer sections dedicated to product and tanning education.
FINAL DESIGN AND END RESULT
The redesign of the Minetan body skin website provided the brand the ability to guide users on a journey through understanding the products, the tanning results and skin benefits resulting in an increase in site accessibility and sales. In doing this we were able to:
Produce a clear and concise user journey through an aesthetically minimal design approach as well as including functional design aspects such as grouping products into collections such as Foams, Mists, Accessories etc to allow products to be easily located.
Include new brand photography and illustration elements to refresh the page, engage the audience and attract attention bringing the brand’s image up to speed with clean beauty brands in the industry.
Add illustrations and icons that were used across the site to create a visual language, highlighting key features of the brand and individual products.
Create a ‘Shade Finder’ that initiated an interactive way for the customer to take a quiz and determine what product suited their skin tone and skin type best, educating them about the product that was most likely ideal for them.
