Easy Beauty is the leading cosmetic studio in the Konstanz region and within a radius of at least 50 km.
In the course of the last years the studio has developed further. The main clientele has become more demanding, prices have risen and unique treatments are offered in the high-price segment.
The next step will be the opening of a professional section and the abandonment of more general treatments.
Over the years, the corporate design has become increasingly clearer and more adapted, and the result is a halfway clear picture in terms of effect and message. In many places, there is still a lack of strength and convincing quality in the graphic implementation of advertising materials. There are still some problems with the compatibility of the appearance with different segments and different fields of application.
The Easy Beauty brand is to be given a corporate design with flexible rules that allow materials to be created very easily, whilst at the same time providing a clear aesthetic that further strengthens the brand. In addition, the adapted design should allow the company to expand into the high-price segment and other business areas, and accordingly be able to present a coherent image.
Look & Feel
After a multi-day brand workshop we were able to identify and name several critical points. These did not only affect the perceived brand, but also existing problems on the part of the management and also on the part of the customers were clarified and documented.
Among other things, I created several user analyses based on website interaction data, customer surveys and customer feedback. This allowed me to strongly support the process of creative problem solving.
The "Pain Points" then became "How could we ...? Questions and the most important appearance criteria / directions for the design were determined.
While the Easy Beauty Cosmetic Institute logo already had a solid, high-quality and professional appearance, the format was hardly suitable for various business sectors.
It was designed several years ago as the first logo for a small, low to medium priced studio, which at that time did not have the intention to be active in other business areas than cosmetic services.
A new Logo is to be created for the Company and the Brand that has been formed in the last years, which will provide the necessary flexibility for later expansion, support the values and appeal of the company and the brand, and, last but not least, be strongly recognisable on possible products and all sort of other media.
Customer surveys revealed that the majority of customers come to the studio through the website. Thus it is the first contact point for new customers, but also a source of information for existing customers.
The goal of the redesign right from the start was to make sure that visitors to the website could find the content they were looking for as easily as possible, and that they could handle the site without any problems. On the other hand, the website should fit coherently into the new corporate design.
In order to identify the priorities and wishes of the visitors, an analysis of the user data collected so far was of particular importance. In addition, user tests were carried out in later phases.
There are different approaches to the last question of how customers should find the right treatment. According to Steve Krug in his book "Don't make me think!" there are basically four different types of web visitors.
In order to be able to serve all four user groups when needed, the search function should move clearly into the foreground and be especially easy to use. Accordingly, the individual treatments will be provided with search tags so that they can be found in as many ways as possible in the shortest time possible.
In order to inspire interested visitors, to help uncertain visitors if necessary and to highlight the USPs of Easy Beauty as far as possible, depending on the season, the few most popular treatments should be highlighted on the start page according to the Pareto principle.
For users who are looking for something very specific, the navigation should be reduced to the essential and the nesting depth should be limited to one level. Thus the menu guidance is clearly simplified and no misunderstandings arise.
To ensure that certain and uncertain visitors can directly find what they were looking for, all treatments are sorted by areas of the body as well as grouped together as problem solutions and can be found in the navigation bar with a single click.
Especially with mobile use, the treatment pages have to load quickly, which is why each treatment should have its own page. In addition, a more precise tracking of the treatments is possible in order to be able to use retargeting.
Results after one month at the last redesign in 2017:
Data for the new design will follow.
Google Analytics data
An estimated additional revenue growth of +22,4%