JPMS
An award winning redesign of Paul Mitchell's website.
Client

John Paul Mitchell Systems

Service

UI/UX Design Web Design Product Design Marketing

Category

Beauty

John Paul Mitchell Systems

www.paulmitchell.com

In 2023, Paul Mitchell, a renowned name in the hair care industry, sought to elevate its online presence to match its esteemed reputation. Tasked with this challenge, I helped spearhead the redesign of Paul Mitchell's website, e-commerce, and social presence. Leveraging strategic planning and collaborative efforts to achieve remarkable results.

A Simplified UI

Imagine being at the heart of a transformative journey at Paul Mitchell, where I was tasked with redefining our User Interface. It began with strategic planning and stakeholder engagement. I spearheaded comprehensive meetings with stakeholders, project managers, designers, and copywriters to craft a clear, compelling strategy. We set ambitious yet achievable timelines, ensuring everything aligned seamlessly with our business objectives. These discussions focused on implementing design decisions that not only enhanced the user experience but also drove sales.

Paul Mitchell's Website Prior to Redesign

Collaboration with Creative Team and Developers

Collaboration was key. I worked closely with our creative team to conceptualize and execute a visually captivating redesign. This wasn't just about aesthetics; it was about creating an intuitive and engaging online platform. Partnering hand-in-hand with developers, we ensured seamless integration of design elements and functionalities, always prioritizing user-centric principles.

Paul Mitchell's Reimagined Website

Achieving Remarkable Metrics Improvement

The results were remarkable. The redesigned website led to significant improvements across key metrics. We witnessed a 7% increase in retention rates, indicating enhanced user engagement and improved relevance. Bounce rates dropped by 12%, reflecting streamlined conversion paths and better usability. The typical visitor spent almost 1 minute more on average when visiting the the site, diving deeper into our content, and leading to deeper brand immersion. Navigation became seamless, enticing visitors to explore more pages and offerings.

A Closer Look at our Refreshed UI

Spreading the Good Word

To build anticipation for Paul Mitchell's revamped online presence, we launched targeted email and SMS campaigns that captivated our audience. These campaigns featured sneak peeks of the new design, exclusive early access, and special promotions. By crafting compelling messages that highlighted the enhanced user experience and upcoming features, we effectively generated excitement and engagement. This strategic approach not only drove traffic to the new website upon launch but also strengthened our connection with customers, ensuring they were eager to explore the improved online platform.

Email Campaign Welcoming Customers to our New Website

Impact on Sales and Business Growth

The impact our team made was substantial. Campaigns launched on the redesigned website generated over $3 million in sales in 2023, demonstrating the tangible impact of our efforts on revenue generation. This project stands as a testament to the power of strategic planning, collaborative teamwork, and user-centric design principles. By aligning design decisions with business objectives and focusing on improving key metrics, we not only enhanced the online experience but also drove significant sales growth, solidifying Paul Mitchell's position as a leader in the hair care industry.

2 months, 3 awards

Within the first two months of the site going live, it won Gold in the W3 Awards. It was also nominated as Communication Arts web pick of the day, and shortlisted as an Awwwards.com site of the day.

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