Redken 5th Avenue
Global Website Redesign

Project Scope

Industry & Audience Research
Data & Analytics Review
Usability Testing
User Interviews
Personas
Content Audit & Analysis
Information Architecture
User Stories
User Experience Design
Visual / UI Design
Acceptance Criteria

Opportunity

Redken 5th Avenue's global digital team tasked our team with creating a foundational website that would then be replicated and managed by each of the 25 country teams. The site needed to promote Redken as a fashion-forward brand, engage consumers and lead them to purchase, and provide educational materials for salon professionals. 
 

Solution

Our team conducted and synthesized business and user research to create a set of core requirements that captured the top needs of consumers, salon professionals and the country site managers. The team then designed a single site experience, shared by both consumers and professionals, that could be easily managed. Salon professionals can sign in to view extra educational content that is integrated throughout the experience at relevant points. Product and editorial content is deeply interwoven to encourage engagement and exploration. 
 

Noteworthy Features

• Compliant with WCAG 2.0 AA accessibilty standards.
• Modular design with reusable components for efficient development and content management.
• Narrative filter display to give users clarity in the exploration of products and looks.
• Intuitive multi-level mobile navigation orients the user with the site hierarchy and available content.
• Dynamic etailer “Buy Now” button enables localization based upon available commerce channels.