eSalon

The Brand:
eSalon is a D2C e-commerce brand specializing in personalized hair color delivered to your door for in-home application.

My Role:
Senior Digital Designer

Projects Below:
• Your Hair Colorist Landing Page Design
• Complete Color Happiness Landing Page Design
• Appointment Booking Page Design
• Color DIY Landing Page Design
• A/B Test, Subscription Email Design
• Personalized Autoshipping Email Design
• Intro to Autoshipping Email Design
• Brand Overview Deck Design

Complete Color Happiness Landing Page Design

The Objective:
I was assigned to create a landing page that would direct potential new customers to the homepage to sign up and subscribe. My aim was to achieve a high conversion rate and low bounce rate.

My Role:
I worked with the copy writer to create messaging for the page based on the creative brief. The focus was to guide the customer through their journey once they sign up. I worked in Sketch to create mockups and had review meetings with my team to walk through the reasoning behind design choices before feedback and final approvals.

The Results:
Another win! The landing page had a CVR of 3% and positively influenced homepage subscription sign-ups.

Color DIY Landing Page Design

The Objective:
Create a new landing page to educate new customers about eSalon, drive them to the appointment booking page, and increase the CVR.

My Role:
After receiving the creative brief via Basecamp, I worked in Sketch to come up with responsive wireframe options for review. Using the style guide as a reference, the wireframes included modular sections and ample negative space. Next, I had a review meeting with my creative director to walk her through the user experience and my design choices such as hierarchy and placement. I recommended that we highlight some statistics on the page to further draw people in, and that was added right before the call-to-action button. Once the wireframe is approved, I move into design, dropping in color and images. The stakeholders review, and after their approval, I send the Sketch file to the development team to go live.

The Results:
The CVR was 5% (wow!), the bounce rate was 30%, and engagement time was strong. 

Mobile final

A/B Test, Subscription Email Design

The Objective:
Conceptualize and create test emails with slightly different messaging to announce the ending of the original subscription plan, and introduce the new autoshipping plan.

My Role:
I created the layout and design for both test emails in Sketch. I worked closely with the copy writer and sales manager to come up with the two different messages. Test A spoke more generally about the new offering, whereas Test B highlighted the pricing. I made the pricing call-out prominent and comprehensive to see how that would affect customer’s engagement. Throughout the process, I met with my creative director and stakeholders to share my process and receive feedback for edits. 

The Results:
Test B had a higher CVR of 2.5% thanks to the pricing call-outs!

Test B

General Intro to Autoshipping Email Design (4 variations)

The Objective:
Design a branded email to introduce autoshipping to all customers (non-segmented).

My Role:
From the creative brief, I created the layout and design for the email in Sketch by starting with a few options to show my creative director in review. In a lot of cases, it is ideal to provide options to show the range of ways information can be displayed and decide which would work best for our customers. I met with my creative director and stakeholders to share my process and receive feedback for edits. 

The Results:
Ultimately, version 2 was the final approved email thanks to the clear call-to-action paired with imagery in the hero area. It had a CVR of 2.5%.