My Role

Creative Direction
UX Research & Strategy
Conceptualization
Digital Wireframing
Digital Prototyping

Project Goals

Carmex, the popular American brand, faced several issues with their website that affected their brand performance. They reached out to our team for help, specifically for the following problems:

1. Limited Brand Manager Support: Carmex’s brand managers lacked the necessary tools to make updates to the website, such as adding new products or changing information. This was due to previous partners using bad code and making poor design choices.
2. Poor Website Functionality: The website had numerous bugs and functionality issues, resulting in a subpar user experience. One major problem was slow loading speeds, which got worse with each website addition.
3. Lack of Mobile Optimization: The previous website was not optimized for mobile users, despite the increasing number of people accessing websites through mobile devices. It was crucial to ensure a consistent user experience across all devices.

By addressing these issues, I aimed to improve the user experience and enhance the overall performance of the Carmex brand.

Target Audience

Carmex’s primary target audience is female millennials with a “frugal fixer” mindset, looking for a solution for dry lips and lip protection.

Solutions for Success

Back-end Ease of Use

Cache, The new code framework allows Carmex to utilize proper cache protocols. It streamlines the backend, saving on operational costs and making updates easier and faster. This helps with third-party advertising efforts by increasing conversions on page goals.

Improving and Maintaining Load Speed

Improved the load speed by reworking the resource-heavy JavaScript throughout the site to be more modular, allowing for better optimization by loading only what is needed, rather than a full, combined resource.

Enhance the Brand

Mobile-first design approach (in the last 3 months, over 81% of users were on mobile, while only 14% were on desktop). I focused on understanding user behavior and repurposed layouts to serve only the data that is most interesting to our users (based on insights from CrazyEgg). Additionally, I helped set up the website within a shopping cart system to leverage functionality such as product filtering and related products, even if users are not going through a traditional checkout process.