UX/UI & ECOMMERCE
Pantene
TEAM P&G Corporate Function, Pantene | ROLE UX/UI Designer | PRODUCT Amazon Brand Store
CHALLENGE
The Pantene brand was preparing for their May launch of their most premium product, Pantene Pro-Vitamin Essence, a vitamin mist that rebuilds hair strength that is only to be sold on the Amazon storefront.
The Hair Labs team needed help establishing winning e-content for Pro-Vitamin Essence on Amazon, along with guidance on how to elevate their most premium product launch.
SOLUTION
To create and identify winning Amazon e-content, the UserTesting platform was utilized to gain feedback from consumers. Along with this competitor testing, an extensive benchmarking analysis helped to define valuable elements to include on the Amazon brand store.
Finalized UI designs backed by research were implemented for the launch and have succeeded in elevating the Pantene brand.
USER EXPERIENCE (UX)
amazon testing
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testing result analysis
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benchmarking
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side by side analysis
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in depth analysis
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trend analysis
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brand store strategy
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amazon testing • testing result analysis • benchmarking • side by side analysis • in depth analysis • trend analysis • brand store strategy •
Amazon testing
Competitive research conducted in UserTesting was performed to assess and gain deep qualitative insights on how our theoretical Amazon content design compares to one of our top competitors.
Scope of Research
Image Comprehension - What resonates with consumers?
Perception - Is the brand giving off a luxury feel?
Believability - Will consumers believe the product will work?
Intent to Purchase - Which product does the consumer lean towards?
Questions - Where are opportunities to optimize?
Learning Objectives
Designated Roles
All UI design content for the product details page was created by Senior UI Designer, Brittany Newell. My role was creating reusable A+ content components such hover cards, hover spots, and slideshows to build out a fully interactive Amazon Testing platform.
Purpose
These components allowed our team to successfully test our designs and user interaction with the content before it went live on Amazon.
Pantene tested well against our competitor and won consumer support. Millennials and Gen X especially had a positive response to the product.
Testing Result ANALYSIS
Results showed that Before and Afters are favored when they are visibly successful and show a real difference; otherwise, they turn consumers away from purchasing.
PURPLE Gen Z, 18-23 y/o | TEAL Millennials, 27-40 y/o | GREEN Gen X, 45-59 y/o
Dark shades indicate a negative comment for us to improve upon
After drawing conclusions from the Amazon PDP testing, came the question:
“How can we integrate and promote the new Pro-vitamin essence product on the ENTIRE amazon brand store?”
Benchmarking
I took ownership as lead UX researcher and UI designer for the Brand Store Pantene Pro-Vitamin Essence content.
My Role
10 brands were researched and analyzed to gain insights into what is trending across brand stores and learn how best to integrate Pro-Vitamin Essence into Pantene’s Amazon store.
Research Focus
COLOR CODING
Categorizing practices shown by each brand, across vectors per each attribute.
All of the ten brands landing & home pages were analyzed side by side for a level comparison of content, interaction, and navigation.
Side by side surface analysis
A full analysis of each store was completed. Redken and Ouai particularly showed quality content with balanced interactions.
BRAND STORE DEEP ANALYSIS
Navigation tab trends were listed using a grouping method and color system to see how Pantene’s page organization compared to it’s competitors.
Trend analysis
Based on learnings from the benchmark analysis, I created a…
Brand Store strategy
Home Highlight
Highlight Pantene Pro-Vitamin Essence as our newest & most premium product to engage our brand store visitors to learn more.
Utilize the “New” Page
Have Pantene Pro-Vitamin Essence take-over the new page in the brand store where we include A+ visual content to build excitement for the product.
Balanced Interaction
Use interaction to our benefit, including hover spots and motion content to enhance the scrolling experience.
USER Interface (Ui)
photoshoot
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wireframes
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ui ideations
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final content
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brand story telling
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photoshoot • wireframes • ui ideations • final content • brand story telling •
PHOtoshoot - MOdel & product
To begin the UI portion of the project, imagery was needed. I attended the model and product photoshoot, collaborating with other designers to make design decisions on hero, product in use, and marketing images.
PRODUCTION | Photographer, Brooke Shanesy | First Assistant, Joshua Berg | Second Assistant, Emily Cestone
STYLISTS | Wardrobe, Rosie Kovacs | Hair, Shannon Yoho
P&G | Suz Tainter | Allie Ballweg | Marilyn Vennemeyer | Taryn Stelzer | Brittany Newell | Liv Flick
TALENT | Chloe Cantu | Olivia Allen | Alana Ball
WIREFRAMES
UI IDEATIONS
FINAL CONTENT
Taking learnings from the benchmarking analysis, I created GIF animations to make for an interactive and engaging brand store page. Gold accents paired with black script and sans serif type were used to elevate the communication, giving off a premium and luxury feel for the product.
Brand STory Telling
As part of the design strategy, Pro-Vitamin Essence had a page takeover on the Pantene brand store “New” page. With that in mind, story telling was an integral part in making imagery and copy positioning decisions.
The page follows a structured storytelling flow for the consumers to digest information in a planned order.
The designs begin with what the product is: a daily lightweight pro-vitamin mist. Next how the product works: uses B5 vitamins to rebuild strength in just 14 days. Followed up by who the product is for: everyone, all hair types!