StriVectin II

Navigation

Building a mega menu is nothing new. However, we tried to approach StriVectin's from a different perspective. We structured the navigation based on user intent. Visitors can shop by category, concern, collection and essential.

Based on navigational entry points, we can subtly start to make intent-based judgements:

1) Category - "I know what I want. Shop now."
2) Concern - "I have a problem. Get help."
3) Collection - "I like to explore. Tell me a story."
4) Essentials - "I am starting out. Let's look."

StriVectin customers average just over 1 item per checkout. Using that in conjunction with our personas, we know the primary user is an intent-driven person (shop by category), thus Category takes the first position in the menu.

Description

As the largest independent prestige skincare company, StriVectin sells anti-aging skincare products direct to consumer online and through thousands of global retailers. Since 2011, StriVectin’s online customer base has grown more than 10x — presenting increased technical obstacles and a greater demand for improved user experience.

Earlier this year, I was lucky to partner with Elevar and SOUTH to design a new e-commerce experience for StriVectin.

The client wanted a platform that would give them greater freedom and flexibility for their ever-expanding product line — without scaling, stability or performance issues.

Read more about the development approach..

A core component to the project was delivering a module-based admin experience, wherein the StriVectin team could easily adjust, test and optimize different configurations over time. For the user, that meant a website that was both continually fresh yet familiar and habitual upon every visit.