2020
Rituals Cosmetics
Product / UI design / UX collaboration
UX Designer
The introduction of House of Rituals meant adding a broad collection of brand new Home products (+500) in the existing cosmetics assortment.
How can customers find the new Home products?
The solution is a smooth navigation with lots of visual guidance to help the user find the right Home product.
UX research, UI design, brand identity
Rituals moved on from being mainly a Body brand to a Body & Home brand. We aimed to highlight the new functionalities of our products and to make the navigation more visual by including images for all categories.
In the discovery phase I started with internal and external card sorting sessions, and performing a tree test with external users with the first prototype resulting from the card sorting results. Also I performed UX research on our Google Analytics and Hotjar data and UX best navigation practices.
In the next step, all the input was translated to design principles to guide the design. The most important business request here was to create an all-visual navigation, which was assumed to work well for users from higher management.
All the input lead to 4 leading design input categories. In this step I translated all the input to clear design principles from this input. Find a few of the examples below.
The request was to create a visual navigation. I created a prototype with 3 variations of visual guidance, from only 3rd level to 2nd and 3rd level and all levels. I then user tested which version worked best.
User testing the level of visual guidance in the navigation helped me make the right decision in how visuals should be represented in the final designs. Prototype 1 worked best for users.
In the last phase of this project, I was responsible for the documentation, handover, design support and presentations to relevant teams.
In the last step, I documented the UX in confluence and did a handover to the development parties (Emakina & NewBlack).
