Beauty Appliance Brand — UX-Oriented Website Redesign
An end-to-end corporate website redesign spanning brand clarification, information architecture, UI, frontend implementation, and post-launch measurement. Product, navigation, and support content were restructured to make key information easier to find and communicate the brand’s values more coherently.
Period: Jul 2015 – May 2016
Related Services:
Where this experience applies
Relevant to engagements involving unclear brand communication, difficult-to-navigate information, or support content that customers need to find independently.
- Review the navigation and information architecture of a corporate website
- Align the brand’s thinking with how it is expressed across the site
- Establish a measurement foundation for continued improvement after launch
Overview
An end-to-end corporate website redesign for a beauty appliance brand, covering brand clarification, information architecture, UI improvement, implementation, and post-launch measurement. The project focused on improving trust, product understanding, and support self-resolution rather than only refreshing the visual layer.
Context
The original website had started as a temporary build and continued to grow without a clear structural foundation. Product information was thin, responsive support was limited, and the brand’s point of view was not clearly expressed online. While the company continued launching products, the website did not give users enough confidence or clarity to understand the brand and move forward smoothly.
Challenge
The main challenge was to define a coherent brand direction and translate it into structure, navigation, content, and visual language, not only to redesign the screens.
- Clarify what the brand stands for and why it matters
- Improve information structure so users can reach key pages more easily
- Reduce support burden by improving self-serve access to information
- Create a more consistent brand experience across pages
What I Did
Navigation & Content Clarity
- Introduced a footer sitemap for quick access and clearer site structure
- Added a categorized FAQ page to reduce repetitive support questions
- Expanded support content with repair flow, contact details, manuals, and policies
- Reworked the company information page to clarify the company profile, business scope, and contact information
Product Visibility
- Restructured product pages around clearer feature communication
- Introduced SEO-informed copywriting and stronger content hierarchy
- Added homepage banner space for promotions and recruitment
Brand Identity
- Worked closely with the CEO to define the brand’s values, tone, and design language
- Created a Brand Concept page to communicate the company vision and craftsmanship
Implementation & Measurement
- Rebuilt the site with responsive frontend implementation
- Integrated Google Analytics and Search Console
- Reviewed engagement, exits, and key journeys after launch and documented areas for further improvement
Project Outputs
- Redesigned corporate website, including structure, UI, and responsive frontend implementation
- UI/UX improvement documentation covering direction, improvement areas, and update guidance
- SEO notes covering target keywords, page roles, and optimization direction
- Google Analytics and Search Console summary with recommendations based on engagement, bounce rate, and key journeys
Outcome
Session count
+174%
Unique visitors
+~4,000
Page views
+10,000
Bounce rate
82.2% → 76.8%
Average session time
+30s
- Internal stakeholders reported that users were better able to find essential information without contacting support
- The brand’s values and direction were communicated more consistently through the site’s tone and visual structure
- Internal understanding of the brand’s direction and messaging became more aligned, making operational decisions easier
- Internal team members reported fewer repetitive support inquiries, freeing up time for core work
Selected Screens
Top Page
Improved hierarchy, promotional space, and access to key pages.
Product Page
Clearer feature communication and more structured product understanding.
Brand Concept Page
Created a dedicated page to express brand values, vision, and craftsmanship.
FAQ Page
Designed to reduce support load by helping users self-serve common answers.
Reflection
- Strategic clarity made design and implementation decisions faster and more coherent
- The project reinforced that website redesign is often as much about brand and structure as about interface polish
- Clarifying the brand foundation helped align the site experience with internal understanding of the brand