Optimizing an ecommerce using SEO insights. 

In 2014 I managed the redesign and migration of UrbanDecay's ecommerce website. As part of the migration UrbanDecay.com was converted to a responsive layout, replacing the previous desktop and mobile sites.

My team was tasked with the IA, User Experience (UX) and Design portions of the project including the development of both an interactive as well as a static style guide. 

I managed the client relationship and oversaw all production teams of this project while working as a Senior Digital Producer at Firstborn in 2014. 

Challenge 

Urban Decay was looking to give their existing website a design refresh while boosting the site’s e-commerce abilities. Using historical site analytical data around paths to purchase we set about identifying areas of optimization and growth. Based on our findings, it was determined that the site’s navigation and checkout process would need to be streamlined—creating a straightforward guide throughout the site and ultimately offering a quick and easy purchase process.

Timeline

(high level timeline showing phase + deliverable dates only) 

In a race against the clock to deliver a working site before the previous platform hosting contract expired, it was decided that the project would be split into 2 phases. 

Phase 1 focussed on core page templates necessary to the basic functionality of the website and an interactive style guide that would serve as the foundation of all site interactions and animations. Pages delivered during phase 1 included the homepage, product details page (PDP), category landing page (CLP), checkout flow and user account pages. 

Phase 2 allowed us to execute design variations including additional specialty product PDP templates as well as unique sale condition checkout pages.  

Responsive layout

At the conclusion of our engagement all pages had been converted to responsive layouts allowing a better viewing experience on all devices. The new UrbanDecay.com offers an online experience that balances the practical needs of an online shopper without compromising the style and edge that women love about UD.