The Face Shop
Clean Beauty Meets Conversion Excellence: Comprehensive E-commerce Redesign
The Challenge
The Face Shop, a leading clean beauty brand, needed a complete UX overhaul to improve product discovery, build trust, and streamline the purchase journey for beauty-conscious customers.
Core UX Issues
Missing search functionality, poor category visibility, inadequate trust signals, complicated product navigation, and friction-heavy cart experience were preventing optimal conversions in the competitive beauty e-commerce space.
Strategic UX Improvements
1. Home Page Enhancement
- Problem: Lack of search bar, hidden category section, "Best Selling" insufficient for price-sensitive users, and friction in product cards.
- Solution: Implemented prominent search bar, immediate category navigation with visual icons (Skin Care, Body Care, Hair Care, Cosmetics), "Shop by Skin Concerns" section with clear categorization (Acne Prone, Oily Skin, Dry Skin, Sensitive Skin, Anti Aging), trust badges (Genuine Products, Dermatologically Tested, 50k Happy Customers, Cruelty Free), and persistent bottom navigation bar.
- Impact: Enhanced product discovery and improved user confidence through immediate category access and trust signals.
2. Category Section Redesign
- Problem: Poor category presentation with overwhelming visuals, high density, and no trust symbols.
- Solution: Logical content flow with "Shop by Skin Concerns" grid layout (5 clear concern categories with facial images), prominent trust badges below categories, clean visual organization with better spacing, and immediate needs identification for broad appeal.
- Impact: Faster skin concern identification and increased trust through social proof elements.
3. Product Listing Page (Collection)
- Problem: Low visual interest, missing filtering and sorting options, and no add to cart button in initial view.
- Solution: Clean visual alignment with improved spacing, prominent "Filter" and "Sort by" buttons at the top, breadcrumb navigation (Home > Category > Skin Care), collection banner for context, visible "Add to Cart" buttons on product cards with pricing and ratings, wishlist heart icon on each product.
- Impact: Reduced clicks to purchase and improved product comparison through better filtering.
4. Product Description Page
- Problem: Small navigation arrows for additional product views, missing share and favorite icons, poor visual representation, hidden trust badges, and product description not immediately visible.
- Solution: Share and favorite icons prominently placed, thumbnail carousel of product variant images for easy browsing, sticky "Add to Cart" button always accessible, prominent trust badges (100% Genuine Product, Dermatologically Tested, 50k Happy Customers, Cruelty Free), "Guarantee Safe Checkout" banner with payment logos (Apple Pay, Visa, Amex, Mastercard, Tabby), expanded product details section showing Texture, Features, and Benefits, urgency indicator ("15 sold in last 12 hours"), and clear breadcrumb navigation.
- Impact: Increased product engagement and reduced purchase anxiety through comprehensive information display.
5. Shopping Cart Optimization
- Problem: Broken visual hierarchy from suboptimal whitespace use, progress bar not visible in initial view, and unclear value propositions.
- Solution: Clean visual alignment throughout, progress bar placed prominently at top showing free shipping status ("Congratulations! You've got free shipping!" or "Spend 98.80 more to get FREE Yehwadam Cream 15 ml"), sticky "Check Out" button with Tabby payment option, clear product information with images and quantity controls, subtotal clearly displayed with tax information, and promotional offers visible (Free Gift with purchase).
- Impact: Reduced cart abandonment through gamification and clear value communication.
Design Excellence
Beauty-Focused UX
- Skin concern-based navigation
- Visual product discovery
- Trust signal prominence
- Clean, beauty-appropriate aesthetics
- Social proof integration
Conversion Optimizations
- Persistent bottom navigation bar
- Sticky checkout elements
- Progress bar gamification
- Direct add-to-cart functionality
- Payment flexibility (Tabby integration)
Skin-First Shopping Experience
Every design decision prioritized the unique needs of beauty shoppers—from concern-based navigation to detailed product information, trust badges, and seamless checkout. The redesign transformed The Face Shop into a conversion-optimized platform that builds confidence and reduces friction at every touchpoint.
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