BiotechBeauty
PREPARING FOR LAUNCH
BiotechBeauty is an emerging microbiome-powered makeup startup that aims to change the game in the beauty industry. Upon joining the company, it became clear that there was a necessity to transition from their current templated website to a platform that not only embodied their brand identity but also generated anticipation among their audience for the product launch. Creating an eye-catching landing page and enhancing user flow were crucial steps to enable users to fully engage with what BiotechBeauty has in store.
ROLE
Sole Designer
UX/UI Researcher
Design Consultant
TIMELINE
January - March 2024
10 Week Internship
SKILLS
UX Research
Visual Design
Branding
Wireframing
Prototyping
TOOLS
Figma
Adobe Illustrator
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WHAT DID I BUILD
I designed a new landing page, about page, and ingredients page that embodies the direction that BiotechBeauty is moving towards in preparation for launch. Utilizing the brand assets and color scheme, I crafted a website that embodies the brand's playful essence while upholding a professional and sleek aesthetic. To enhance user engagement, I incorporated micro-animations, making the website feel more interactive. Multiple Call-to-Actions throughout every page prompt users to sign up for product launch announcements and join the waitlist
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DEFINING THE PROBLEM
Being that the nature of the company was a makeup startup, BiotechBeauty's initial focus was on the product itself rather than the website. As a result, all information was crammed onto a single webpage, accompanied by random stock photos - making it difficult to garner excitement towards the brand. The absence of a finished product made it challenging to convey to the public what the brand represents or even what they would be signing up for on the waitlist. The lack of visual harmony left the impression of an unfinished project.
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DESIGN CONSULT
Before starting the redesign process, it was important to me to make sure all parties involved were on the same page. To accomplish this, I drafted a pre-design brief and sent it over to the founder of BiotechBeauty to fill out. After receiving the completed form, I compiled all the goals and expectations for the redesign and sat down with the founder to discuss each point.
✦ WIREFRAMES
While crafting the the designs, I prioritized three key principles: highlighting the brand identity, optimizing user flow for enhanced engagement, and integrating a compelling call to action for maximum impact.
Landing Page
I began by reviewing the content of the original website and categorizing it into the three pages I was tasked with designing: Landing, About, and Ingredients. Subsequently, I concentrated on crafting the Landing page, with a primary emphasis on ensuring that the information was easily scannable and compelling, motivating users to delve deeper into the website to discover more about the product.
Final Screens
After many hours consisting of discussions, iterations, design sessions, and adjustments, I'm pleased to present the final pages of the revamped BiotechBeauty website:
✦ REFLECTION
Being the sole designer on the team, I enjoyed a significant degree of creative freedom, allowing me to explore various approaches throughout the project. However, this also entailed a considerable responsibility that required me to step out of my comfort level and educate myself on different techniques to be able to implement only the best design practices.
✦ Importance of Information Architecture
When I conducted user tests with my initial designs, I observed the pivotal role an effective information architecture (IA) plays in a website. By strategically placing links and ensuring straightforward navigation, I discovered that users were significantly more inclined to explore the entire site. This curated a sense of excitement and curiosity for the product as they navigated through it.
✦ Designing With A Purpose in Mind
Working with a startup that had a distinct goal and message they aimed to convey, I initially encountered challenges in striking a balance between the information they desired on their website and the underlying objective of boosting sign-ups for their waitlist form. Nevertheless, as I delved into the design process with their objectives at the forefront, it became evident when to make specific decisions, such as prioritizing the brand's narrative and strategically placing eye-catching calls-to-action (CTAs) throughout all pages.
✦ Finding Priorities
Given the dynamic environment of interning with a startup, the early stages tend to have ambitious goals and expectations. It proved crucial to engage in numerous discussions and ideating with the founder and the team to streamline ideas and establish concrete goals and priorities.
NEXT STEPS
Currently, I am working on implementing my designs onto Webflow to bring them to life in preparation for the launch of BiotechBeauty!