Zotos Professional, Henkel Beauty
ROLE: UI/UX Designer, Creative Lead
Zotos Professional, a subsidiary of Henkel—a global leader in beauty and personal care—expanded its reach in 2022 by launching its salon-quality products for sale online through Shopify.
The goal was to transition Zotos Professional’s static WordPress site to Shopify while creating a dynamic eCommerce experience for their product lines like AGEbeautiful, All About Curls, and Biotera.
Since the basics of the design framework already existed in WordPress, I treated this as a phase 2 approach, building on the vibrant colors, fun fonts and energy of the brand.
I began by doing a comprehensive strategic analysis of the existing experience on WordPress. An audit was done to see where the site fell short as well as pain points from the client perspective. Using wireframes, I identified key opportunities to add more visibility to the brands and optimize the site for eCommerce.
APPROACH
To help with brand visibility, new templates were created to act as storefronts and establish a cohesive connection between the brands, ensuring they felt distinct yet seamlessly tied to the Zotos Professional portfolio.
Modules were created to allow maximum flexibility while allowing each brand to showcase their own unique logos and packaging.
Best practices for ecommerce functionality such as collections, filtering, touts, chat, subscriptions and social proof were added to boost product discovery and create an enjoyable user experience.
PERSONALIZATION
I designed diagnostic quizzes to help users determine the best curly hair products and shades for their needs.
Additionally, I created areas like an education hub as a central resource for videos, blogs, and shade charts.
POST LAUNCH INSIGHTS
Transforming Brand Discoverability: A Strategic Menu Redesign
An observation emerged that many users arrive with a specific brand in mind, defying traditional browsing patterns where customers typically explore by concern or product type. This insight guided our navigation strategy to prioritize brand-specific pathways, ensuring users could quickly access their preferred brand with minimal clicks while simultaneously catering to both exploratory and purposeful shopping behaviors.
The redesign solved multiple user experience challenges such as simplifying product discovery and clearing clear pathways for brand-specific exploration.
The result was a more intuitive navigation that transformed passive browsing into intentional brand discovery, ultimately supporting cross-brand engagement and potentially increasing overall site conversions.