Pharoah's Hair Case Study

Step 1: Define Objectives

Primary Goals:

• Create a sophisticated and visually stunning design that appeals to luxury clients.

• Enhance product discovery and shopping ease for new users.

• Build trust and credibility for the new hair brand.

Secondary Goals:

• Increase website traffic and engagement.

• Optimize for mobile and tablet users.

• Improve conversion rates for the luxury product line.

Step 2: Research and Insights

1. Competitor Analysis
Analyzed top luxury beauty and hair brands to identify industry standards, visual trends, and UX best practices.

• Insight: Luxury brands prioritize clean designs, high-quality visuals, and minimalistic layouts with an emphasis on exclusivity.

2. User Research
Conducted surveys and interviews with potential customers to understand preferences.

• Insight: Luxury clients value elegance, clear product descriptions, and social proof (e.g., reviews, endorsements).

3. Analytics Audit
Reviewed website analytics for user behaviors and pain points.

• Insight: Users struggled with navigation and often abandoned the site on the product listing pages.

Step 3: Key Design Features

1. Visual Identity Update

• Designed a sleek, minimalist interface with gold and black tones to reflect luxury.

• Used high-resolution product images with zoom-in functionality for a premium feel.

2. Streamlined Navigation

• Introduced a mega menu with categorized collections (e.g., “Luxurious Hair Extensions,” “Care & Maintenance,” “Bundles & Deals”).

• Added a sticky navigation bar for quick access to key pages like “Shop,” “About,” and “Contact.”

3. Enhanced Product Pages

• Included detailed product descriptions with benefits, material quality, and styling tips.

• Integrated customer reviews and influencer endorsements.

• Added "Luxury Care Guide" PDFs for premium customers.

4. Personalized User Experience

• Introduced a quiz to recommend products based on hair type and lifestyle.

• Implemented AI-driven product recommendations like “Pairs Well With” or “You May Also Like.”

5. Build Trust and Exclusivity

• Highlighted brand values, such as ethically sourced materials and high craftsmanship.

• Displayed professional photos of products in use, featuring models with luxurious hairstyles.

• Added a “Why Choose Us” section on the homepage, focusing on the premium quality and benefits of the products.

Step 4: Implementation & Testing

1. Wireframes and Prototypes

• Created low-fidelity wireframes to map user flows.

• Developed high-fidelity prototypes for desktop and mobile to ensure a consistent experience.

2. Usability Testing

• Conducted testing with a group of 10 target customers.

• Feedback included praise for the design’s elegance and suggestions to make the product filter options more prominent.

3. A/B Testing

• Tested two homepage layouts: one with featured products upfront and another focusing on the brand story.

• Result: The product-focused layout led to a 15% increase in engagement.

Step 5: Results 

After launching the new design:

• Conversion Rate: Increased by 30% for the luxury product line.

• Bounce Rate: Dropped by 20%, with users spending more time exploring product pages.

• Engagement: Average session duration improved by 25%.

• Brand Trust: Collected over 50 positive customer reviews in the first three months.

Conclusion

The redesigned website successfully positioned Pharaoh's Beauty Supply as a luxury brand, attracting a high-end clientele while enhancing user experience and driving conversions. The visually stunning design, seamless navigation, and focus on exclusivity resonated with customers, setting the stage for long-term growth and brand loyalty.