Project Goals

Create consistent visual language and optimize the eCommerce to make more sales

Help with internal processes for faster creative decisions needed for new campaigns

Increase online sales and support the business transition from physical stores to a fully online presence after COVID-19

Provide the team with clear guidelines and processes they can own without technical blockers

Story of our collab

From full-of-plugins, hard-to-maintain shop to a streamlined eCommerce experience

When I first joined Martina and the Face Stockholm team, I was hired as a visual designer to help them with some Christmas banners (which was so cute and I loved seeing it online! 🎄).

Since I was a UX/UI designer, I checked their website, it was a bit outdated, clunky and seeing the process of creating new blogs for newsletters and updating, it made even the simplest tasks like uploading a banner a full blown operation.

Their site was built on WooCommerce (which is so good for smaller shops, not high-end beauty brand with over 600 products…), so the platform quickly became a technical drag and something they "have to update" to keep afloat. Heavy plugins with no updates and high-maintenance processes drained the resources and I saw from the start it's not a good way to do things.

From the business side, the biggest problem was the inability to do filters by colors, group things in collections and a checkout process that was outdated, complicated and non-flexible which is the crucial part of every eCommerce website…

UX strategy to do it right this time

One of the first things I did was conduct a full website audit by screenshotting every page and prioritizing redesign based on importance for the UX and how bad is the state. We tried to do it on WooCommerce but the team had to make the hard decision and migrate to Shopify.

To help them get the right agency and to clearly state what their goals are so the new website can be everything they needed. I conducted a Kick-Off meeting I usually do at the beginning of my projects to make sure we cover everything. We mapped out the real goals for the business, what we want the users to have and what are the current problems that we want to avoid in the future.

• Key website features (like product color filtering)

• Critical back-end improvements

• Scalable structures for future campaigns

I created a detailed PDF UX strategy to help Martina communicate her needs when finding Shopify experts, which she did! I was so happy to see it get built and now we don't need any improvements on the website, no development help every week just to get a blog up or change the banner. Such a relief!

Creative organization for campaigns and the queen of all – Figma

FACE is a beauty brand with a newsletter following of over 30,000 subscribers and the campaigns are going out at least once a week. Those campaigns needed visuals for newsletters, social media and banners on the homepage - all in different sizes. The thing that really helped with organization was to create good templates in Figma for each campaign containing all important sizes, depending on what kind of campaign it is.

Collaborating with the team in Figma to update copy was so easy and really speed up our processes.

Finally focusing on new, fun ideas, rather than fixing broken systems

Transitioning to Shopify allowed the Face Stockholm team to focus on what mattered: improving sales, launching new products and building community of strong women, mothers and daughters.

Designer's tales

Our calls together were always creative, fun, friendly and inspiring – this project is actually what made me know I want to do freelancing full-time. I'll never forget the wonderful words Martina said to me to encourage me to do it. She's not only a client but someone I look up to, and truly value as a human. Even though she's in New York, she's getting an invitation to my future wedding!

Business Results