Charlotte by Charlotte Russe
Charlotterusse.com customer experience that supports the launch of a new beauty product line. The aim is to capture attention of new customers while retaining the existing ones.
Project Background
Consumers shop across channels. An online experience can make or break a brand. Beauty is no exception. As more and more consumers buy makeup and fragrance online, beauty sites need to be ready to engage an eager-to-buy audience. The launch of CR Beauty is the perfect opportunity to capture attention of new consumers, re-engage existing customers with the Charlotte Russe promise and expand overall online sales.
Guiding Principles
The next generation of consumers are influencing what it means to be beautiful, while pushing the boundaries of digital and social engagement. Our challenge is to integrate these observable trends directly into the site experience in a manner that excites Gen Z but is accessible for everyone.
1. Design for impact.
Consumers are inundated with information and have developed powerful filters. An effective site makes sure every piece of content is purposeful.
2. Guide the experience.
People expect a shopping experience that is fun but doesn’t make them work too hard. Streamlining web and mobile navigation facilitates an easy shopping experience for consumers wherever, whenever.
3. Iterate quickly.
In a viral landscape, brands that are able to respond immediately to trends capture the most attention from young consumers. A site that’s easy to edit with a modular platform is an effective way to allow flexibility and customization.
4. Fuel the tribe.
Consumers look to influencers to discover new products and the latest trends. An influencer-driven editorial strategy will drive traffic to the site, while UGC feeds, incentivized loyalty programs, user ratings and how-to videos will build online community.
Our Approach
We did heuristic analysis on the current website and came up with some quick wins that we could tackle right away. The key areas that we focused on include navigations, search functionality, and social feed integration.
Mobile wireframes
Desktop wireframes
