Creating a seamless online experience for consumers and hair care professionals.
The brand wanted to elevate UNITE’s website user experience in order to significantly expand its direct-to-consumer sales strategies. Products were primarily sold through hair care professionals within the retail salon outlets. This project was imperative to expand its footprint while also integrating an affiliate ordering fulfillment on the platform for professionals.
We led the visual art direction for the project with a series of lifestyle and product photography shoots and edited custom videos to inject a creative lifestyle into this Southern California brand. A new site infrastructure and content organization was introduced in the shop, allowing users to browse to shop in a multitude of ways based on hair type, the look that they wish to achieve, and product type. A hair quiz was created along with an expansive shopping experience through press mentions and artistic editorial galleries. Additional functionality was brought in for various integrations, a salon locator, and backend supply chain management.
The site was search and conversion rate optimized for target audiences and resulted in a 125% increase in traffic and conversion.