Jolly x E-Commerce

Design of e-commerce for
a new brand focusing on Millenials

Jolly is a new brand, offering depilation solutions (creams, razors, waxes...), targetting a new generation of customers.

Project

Launching from scratch an
e-commerce for a new brand

Role

Sr. UX/UI Design Manager

Company

Procter & Gamble

What I've done

◌ User research
◌ User journeys
◌ Information architecture
◌ User experience principles
◌ Lofi - Hifi wireframing
◌ Hifi prototyping
◌ UI Delivery / Atomic design
◌ Integration management

Some topics I loved working on that project

How to help millenials to build knowledge on hair removal solutions?

How to lead conversion with our target or via the parents and older sibling?

A simple architecture

For the launch of the brand, a clear acquisition strategy has been put in place. From there, we've decided to welcome our users on the homepage, from where we imagined simple journeys fitting with our identified typologies of users.

The journey is split into two main pillars. An inspirational journey, aligned with the expectation identified during the interviews, where our users want to discover content without having a specific idea in mind. And a need focus journey, helping our users to understand how the portfolio can answer their different needs.

From research to launch

As a UX manager, my main mission is to put the voice of the user in the middle of a project. Leading interviews on Jolly helped me to get the level of empathy where I had to (re)discover questions we can have when purchasing for the first time intimate products.

I designed that website having in mind to introduce our product portfolio while always educating about the needs it answers to. Clear imagery, educational content, and a copy that underlines the goal of the brand: allowing millennials users to manage or not their hairs, just as they want!

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Our users don't want to go to the classic e-commerce of a brand, they don't want to only buy, but to learn more. The first level of navigation is a list of stories, displaying at the same level: needs, blog articles, promos. From that component, in a tap, our user can get to more knowledge or to a product page, the same way.

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The navigation is also reflecting the way the website is structured, in a very simple way, product and needs. Some of our users already clearly know the product they are looking for, like wax. We need to give a space where all that typology of product is displayed. At the same time, some other users just want to manage the hairs on their arms, without knowing the solutions available for that. We got their back too.

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Our user journey starts in most of the cases on Instagram, the user is exposed to an ad, an influencer, or a friend speaking about the brand. From there, I designed an interface consistent with the social aspect, where the voice of the brand takes over on the voice of the community, while always giving space for our customers to share their experience.

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The UX copy is done in order to reflect the tone of voice of the brand, something young, personal, and very transparent. At the same time, the website stays reliable e-commerce, which led me to have clear known actions on the CTA side (add to basket / see all the products / ...)

Prototyping and testing

Thanks to usertesting.com, I am testing with users at every step of the process. To make sure we were offering the right solutions to the problems identified during the user research, I build a hi-fi prototype of an happy path on the website.

I applied many UI changes following the test, in order to simplify the interface and focusing on key messages, but it proved we were on the right way offering different paths to discover our products and building user knowledge about epilation and the brand.

Delivery and integration

When working with any other stakeholders, I put a lot of effort into giving the most complete deliverables. Including design intention, architecture, SEO tags, ...
Here are some screenshots from the UI delivery ⬇

From scratch to sucess

It took me a month to design from scratch the website of that new brand and launch it, managing front-end integration teams in Switzerland and Portugal.

The following KPIs are showing some of the success that has been measured 3 weeks after the launch of our website in June 2020.