PROBLEM

Former R&B singer Michelle Scott Ling launched her small cosmetic line in September 2022. The objective of Beauti & Bold was to create a distinctive brand to attract those who enjoy quality makeup products at a more affordable cost. However, she observed that customer engagement and sales did not meet her expectations over time.

SOLUTION

The solution is to identify the target audience and use good design strategies to attract new and returning customers. This involves conducting comprehensive research on how to improve the overall look and performance of the website more effectively. Additionally, the website should be revamped to include informative content, customer reaction videos, and social proof elements. This will boost customer engagement and build trust, leading to increased customer sales.

To get data for the best results to solve this problem I used:

  • Competitor analysis

  • SWOT Analysis

  • A line graph will be utilized to monitor the improvement in customer sales following the reconstruction of the Beauti & Bold website.

Improvements

The results indicated a positive increase in customer sales following the redesign of the Beauti & Bold website. The enhancements in visual appeal, user experience, high-quality professional images of the products, and the diverse representation of models, along with reviews from entertainers, influencers, and everyday users, contributed to a sense of legitimacy which gave a sense of trust for the customers to buy products for this small online cosmetics business.

SUMMARY

The concept of this project was to address challenges related to low customer purchases for Beauti & Bold's online cosmetics store. The lack of high-quality design, professional photography, and social proof has negatively impacted the company's website, leading to assumptions and concerns about its legitimacy. As a result, the website now features enhanced user engagement, showcases entertainers and influencers using Beauti & Bold products, videos of customers applying her makeup, and high-quality images of her products. These improvements have positioned the brand as a high-quality offering, resulting in an increase in customer sales and a recovery from previous investment losses.