REDESIGNING BATHING BEAUTEAS’ PRODUCT LANDING PAGE

Empowering a Seattle wellness & lifestyle brand with a fresh rebrand and responsive website that increased sales by 300%.

Bathing Beauteas’ first attempt at branding and web design was not an accurate representation of the high quality products they offer their clients.

I worked with Bathing Beauteas’ Co-Founder / Director of Business Development to turn the cluttered and confusing page into a functional landing page in time for the upcoming King 5 promotion airing date.

I decided to craft a new landing page on Squarespace for its superior design and content management services as well as more intuitive e-commerce features.

Defining User Personas

Initially, I led my team in conducting 200 interviews in-person and using Google Surveys to create four customer personas to detail the needs and expectations of different client groups. This helped guide all our design decisions moving forward.

Our research and insights for the purpose of this landing page redesign can be highlighted as shown:

Understanding user pain points

During the research phase, I conducted 15 structured user interviews to get insights on the website. I also designed and rolled out a survey to understand the user pain points.

A bad welcome page could mean losing out on huge potential sales if clients cannot find the information they are looking for. I gathered initial responses to the landing page to identify existing pain points.

💡 Visual Audit: Consistently Inconsistent

Looking through the website it was clear that consistency needed to be improved. The website contained a number of different fonts, colors and busy images which distracted from the overall message and hindered the website's functionality.

• Text color contrast was illegible and did not support usability

• Key information was difficult to scan with the busy visual backdrops, resulting in an ambiguous hierarchy of importance

• Weak copy does not elaborate on product benefits and brand story

Defining Project Goals

My goal was to understand the full user experience of a customer visiting Bathing Beauteas’ landing page and map a journey that guides the user through the product overview.

💡 TL;DR: Users need a simple, yet impactful information hierarchy on the landing page to navigate the products, key values, and benefits.

Defining Business & Marketing Goals

Bathing Beauteas wanted to use the increased traffic from King 5 News’ promotion to help improve and maintain high conversion rates.

With the updated landing page’s new features, the brand hoped to further engage new users beyond sales including additional content such as blog articles, a behind-the-scene video, and a newsletter sign up option.

💡 Note: Bathing Beauteas can improve conversion rates and encourage retention by introducing engaging content that allows users to explore brand transparency and authenticity.

Who does Bathing Beauteas compete with?

Bathing Beauteas has a first mover advantage, as tea baths are a largely untapped market opportunity.

Large retailers like Lush and Bath & Body Works have a diverse product offering, but lack focus on tea-infused products. Etsy artisans create tea baths, but without a luxury feel and significant scaling potential.

Its niche focus is on tea infused products, local sourcing and production.

Rethinking the Brand Style Guide

Bathing Beauteas had a well established design system in place, while also encouraging me to test the boundaries and be creative. The new landing page must visually convey the elegant and restful lifestyle that customers seek.

This includes:

• Soft and soothing colors to evoke a sense of calmness and elegance

• Clean and sophisticated fonts to match the brand’s minimalist look

• High quality product photography for optimized visual storytelling

💡 Note: Bathing Beauteas’ focus on relaxation and dignity is reflected throughout their branding. Hence, outside of products, photography focuses more on faces and hands instead of nudity and other sensual themes.

Improving the IA

I designed a new site map for Bathing Beauteas. As a multifaceted lifestyle brand, Bathing Beauteas offers exciting services and content beyond its product offerings. The following were solutions to combat the previously limited navigation:

1. To indicate an equal hierarchy of importance, I included “Classes,” in the primary navigation for the brand’s virtual hand lettering courses.
   

2. Organized drop down menus are added to further explore the brand and browse important options such as wholesale and bulk purchases.
   

3. Extended brand content allows for more transparency behind the brand. Users can explore details behind brand philosophy and social impact.

A Look At the Initial Wireflow

I kept these themes in mind while iterating concepts for the mockup. I aimed to design a product that not only made users happy, but one that Bathing Beauteas would appreciate as well.

Final Design

My goal was to design a simple, friendly experience that would help build trust and inspire users to make purchases. The new landing page displayed a cohesive combination of improved brand graphics plus new interactions that served to hold the user's attention. Below is a look at the final build.

💡 Note: I utilized my photography and editing skills to help Bathing Beauteas strategize and execute new high quality product photos for their website.

💡 Watch: Click to watch Bathing Beauteas’ intern team behind the scenes!

💡 Note: I used this opportunity to highlight Bathing Beauteas’ social impact work of donating a portion of proceeds toward local nonprofits that support survivors of sex trafficking.

Results

The second iteration of the Bathing Beauteas landing page had the exact results we’d hope for. Our team measured the results through Squarespace’s e-commerce platform and found:

Overall, I felt incredibly proud of these achievements. We not only exceed our design and sales goals for my this project, but the traction allowed Bathing Beauteas to continue to grow and build from this momentum long-term after the launch.

Welcoming A New Wave of Users

Immediately after the segment aired, we saw thousands of users visit Bathing Beauteas’ website, continued to see high traffic over the following weeks.

The improved navigation and hierarchy led to increased sales and engagement unlike any the brand had received before. Using this momentum, Bathing Beauteas was also able to establish new wholesale partnerships and launch new products to the high traffic.

💡 Watch: Click to watch Bathing Beauteas on King 5 News!

Reflection

I am very proud of my first design project and its impact on Bathing Beauteas. It is empowering to help users rest and rejuvenate by introducing them to our tea baths. This project taught me so much, including:

Takeaways

• Flexibility is key. The time constraint was initially tough to work with, I managed to iterate and sketch efficiently through rapid prototyping.

• Communicate design changes frequently and efficiently to the team. Working so closely with my co-founder from the start allowed us to align our goals early on and discuss potential constraints.

• Receive honest, constructive feedback during weekly design critique sessions. Together our team discussed our decision-making process, refined our prototypes, and explored new ideas.

Further Development

• Without the time constraint, I could have improved the shopping experience with features such recovering abandoned shopping carts.

• Highlight sustainable sourcing initiative. Bathing Beauteas sources its raw materials from local businesses to help reduce carbon output.

• Add an interactive tea bath blend quiz to help users discover their preferred fragrance blend and familiarize with current products.

The possibilities are endless!

Feedback on the design? Want to chat over coffee about design or
e-commerce websites? Find me on LinkedIn.