Dipwell

Dipwell is a cosmetic, "dip" method nail product company offering a wide variety of colors through their online storefront.

PROBLEM

Due to poor usability and a complex product catalog, Dipwell's site experienced little to no users navigating to product pages and checkout pages.

My Contribution

UX Design

UI Design

Content strategy

APPROACH

We assessed the website's current state and analyzed user engagement data. The findings enabled the prioritization of sprints by tackling the "low-hanging fruit."

Desired user journeys were mapped out based on a site performance audit and comparable in-market e-commerce experiences. The result was optimal site navigation hierarchy and elimination of pre-existing pain points.

Methods

Site Performance Auditing

Product positioning

Internal stakeholder interviews

UX + Content Strategy