amir
ORLY BEAUTY
Role
UI / UX Designer
Duration
2 months
Tools
Figma
Project Type
Design Audit
Year
2024
Overview
Orly Beauty is a nail care brand known for its cruelty-free, organic, and high-quality products, including polishes and treatments.
The Problem
Poor Navigation Complex navigation and difficult to discover new products
Dated Look Orly's site lacks a modern aesthetic and functionality
3P Reliance Users are going elsewhere to shop for Orly
My Task
Conduct a UI / UX audit that identifies areas to improve user flow through the sales funnel.
Identify areas to improve product discovery and improve the "shop-by-color" shopping experience
Provide Orly a modern aesthetic that meets modern e-commerce shopping aesthetics and functionality
Challenges
No development team or engineers to help understand technical constraints or limitations
Lack of consistent design system
No metrics or data to help identify where users were falling off or frustrated
Process
Due to the lack of analytics and resources, I began by conducting a UI / UX Audit, focusing on the user journey and any painpoints a user may experience going through the funnel.
I also used this identify areas where a solution could make the most impact.
Design Audit - Key Takeaways
Navigation & Drawer Menu
The current drawer menu lacks a clear visual hierarchy to distinguish main categories from subcategories, increasing cognitive load for users as they navigate and explore the product catalog.
Discovery & Product Catalog
Users experience a lot of friction while trying to explore or search through Orly's site.
Each shade or color is it's own product tile, resulting in over 600+ products to choose while searching.
Cycling between products is a buggy and frustrating experience. See video ->
What a user experiences when searching for pink
Assumption
Allowing users to easily explore and navigate the site will result in higher conversion rate, less churn, reduced time on task and will provide users an experience that is modern & pleasing to use.