Rhode’s site displayed less products/windows per scroll as opposed to Fenty Beauty, Kylie Cosmetics, and Rare Beauty. I will make sure to have more than double of the products displayed per scroll in the redesign than in the original as I want the user’s to have a more efficient experience in browsing.

Instead of sticking to the all grey and white scale that is consistent throughout the current Rhode website, I have decided to add some black along with slightly muted green, brown, and red colors throughout the site just like the other beauty brands’ sites. Pops of color attract the eye and keep the user engaged to interact with the site even more. Whilst keeping a grey base background like the original site, I decided to add a subtle cream texture layer on top to make it give off more dimension visually.

A new design element I wanted to incorporate throughout the site to alter the vibe of the website, is frame work designs (ie. photographic elements). Implementing such an element would give off a subtle magazine-esque aesthetic that has the visual potential to let users understand that the brand is hand in hand with the current trends.

When conducting the competitive analysis for the three top celebrity founded beauty brands, I noticed that there is a greater focus on the celebrity herself. As inspired by the competitors, I will include a screen called ‘Hailey’ that will be her about page in a way. That screen will include a picture of herself, her personalized message, socials, and a horizontal list of clickable images that each represent different info/page routes (ie. Futures Foundation info can be found here). Hailey Bieber as a celebrity is so that people will be even more influenced to see what else the social media star has to offer, so increasing her presence throughout the site visually is beneficial.

Like other beauty brands, the use of content of other influencers trying out the products helps promote the brand even more and helps users see even more as to how on trend Rhode’s products really are.

At the bottom of the home page, I would like to create a more user friendly section that doesn’t overwhelm the user with unnecessary text but one that still manages to provide them with the info required.

Also, I will be obtaining still shots of Hailey Bieber from Google and doctor them in Figma to create my desired pieces for the site. My goal is to make sure the photographs utilized are serving a purpose and are visually balanced with the other stylistic elements in the website.

At the bottom of the home page, I would like to create a more user friendly section that doesn’t overwhelm the user with unnecessary text but one that still manages to provide them with the info required.

The screens I would like to redesign and showcase are the following: Home Screen (full), ‘Wishlist’ Sidebar, ‘Cart’ Sidebar, ‘Hailey’ Screen, ‘Shop’ tab drop down after-hover, ‘Search’ tab drop down, ‘Shop All’ screen after-clicking on option, product after-click screen, and a ‘Shop All’ screen showcasing image switches when hovering over product and info bar.

Please note that will be utilizing two different fonts (listed in Mood Board) consistently throughout the site - which is also a common practice amongst the top three beauty brand e-commerce websites. The sizing depends on the purpose of the text (ie. header, paragraph, main bar logo, etc.) and is varied intentionally.

Although filter and sort features are available on product display pages (ie. ‘Shop All’ screen), I wanted there to be another way to make the process of finding a desired product quicker. This is why I have included categories (horizontal clickable image-lists) that will be showcased in the Home Screen along and in the drop down menus as I want the user to have an efficient shopping experience. Another perk of having these categorized options is that they provide users with the information that there are other products on this site that they might want to check out later.