Wet n wild Redesign & Ecommerce Implementation
Overview Wet n Wild, a cosmetics brand with a bold, fearless personality, has been a staple in affordable beauty since 1979. Known for its Southern California-inspired edgy products, Wet n Wild sought to enhance its online presence, focusing on attracting a new generation of millennial customers through a redesign and e-commerce implementation. The goal was to make the site more user-friendly while offering a seamless shopping experience.
Discovery The initial discovery revealed that Wet n Wild's previous site lacked flexibility and was difficult to update, which hindered their ability to engage with customers effectively. The brand was also venturing into e-commerce for the first time and needed a platform that could cater to both sales and customer trust. The goal was to make the site more intuitive, while providing a seamless shopping experience that would encourage repeat visits.
UX Strategy The design process focused on creating an intuitive, user-friendly experience with easy navigation, fast checkout, and prominent social media integration. We emphasized the brand’s #crueltyfree message and curated product pages with engaging descriptions, reviews, and ratings. To engage users and build trust, we featured makeup tutorials and highlighted special product offers, ensuring the site was more than just a store but a lifestyle hub for the brand’s loyal audience.
Build We used the Magento platform to build Wet n Wild’s new e-commerce site, which was customized to handle the brand's fulfillment and sales reporting needs. The site was designed for speed and scalability to accommodate high traffic volumes, ensuring a smooth user experience even during peak times. Additionally, features like caching algorithms helped optimize site performance for quick load times.
After
Test & Launch The testing phase was thorough, ensuring that product pages displayed correctly, the checkout process was smooth, and all credit card transactions were secure. Since mobile purchases were a key focus, we ensured the mobile site was just as optimized. After testing and user feedback, the site was launched with a polished infrastructure, ensuring it could handle large volumes of traffic and provide a seamless user experience from day one.
Closing Thoughts This redesign empowered Wet n Wild to expand into the e-commerce space successfully, thanks to strong brand imagery, an easy-to-navigate website, and social media-driven marketing strategies. The site’s streamlined design and customer-first approach led to significant growth, demonstrating the effectiveness of combining aesthetics with functionality.