Erin Anderson

During my time at Urban Skin Rx, I was part of two complete website overhauls, and various iterations of pages and features to increase conversion and improve brand storytelling. I was involved at every stage of the process, from wireframing to design to user testing. While I have chosen to show the desktop homepage to embody these changes, each overhaul included the entirety of the site.

CREATIVE DIRECTOR + UX/UI LEAD: Myself  |  UX DESIGNER:  Cam Scott  |  SR. DEV: Justin Phillips  |  eCOMM DIRECTOR: Evan Sheets

Original Site

The site as it first appeared when I began at Urban Skin Rx. Included for comparison only. It was difficult for customers to find the products that were best for them among a large assortment, and the appearance of the site was stark. There weren’t any storytelling moments for the brand.

First Overhaul

The first brand overhaul was focused on improving navigation and providing more opportunities for brand storytelling. Visually, it aligned with the current style guide at the time. We further amplified the prominence of the skin quiz to better assist customers in identifying products tailored to their skin needs. This was also the beginning of our series of iterations to the product cards to increase conversion. In this version shown, the focus was routine building (whether products are used in the morning or evening.) However, this particular iteration did not achieve the efficiency of subsequent versions, which concentrated more intently on addressing specific skin concerns and categorizing by skin types.

Rebrand Overhaul

The final major overhaul during my tenure at Urban Skin Rx was a comprehensive overhaul to ensure the website's visuals and messaging were fully aligned with the latest branding guidelines. We enhanced our emphasis on the impactful Before and After images and the results of clinical studies, which resonate strongly with our audience. Recognizing the success of the skin quiz's previous location, we retained its position, enriching the user experience with a streamlined filter accessible directly from the homepage. Additionally, with the introduction of the new Even Tone Elite Rewards program, we aimed to provide customers with a concise overview of its benefits. We also introduced a much-needed feature highlighting our "free of" formulas, spotlighting the absence of certain chemicals in our products and emphasizing our commitment to clean beauty.

REBRAND OVERHAUL PRODUCT CARDS

This overhaul included another exhaustive study of the product cards. We found that a short description of the product, product family, and reviews were the most effective combination of information to move customers through the site and ultimately convert them to a purchase. Each card has opportunities to tout best sellers, limited editions, sales, and award winners.

Evolution Overview