My Role
As the Lead UX Designer, I managed a UX design team during all project phases to define UX strategy and for all project deliverables such as User Journeys, Personas, Sitemaps, Wireframes, and Design Documentation. I worked together with a cross-functional team of Strategists, SEO Experts, and Creatives to bring the experience from concept to production.
The ChallEnge
As the #1 Dermatologist recommended skincare brand, CeraVe’s site wanted to demonstrate its industry leadership and commitment to providing therapeutic skincare solutions. The brand has an enthusiastic audience they wanted to serve with a digital experience that was as effective as their products. Customers want to know which product will help them achieve healthy skin, the ingredients in the products and why they work, but they also want this information delivered in a clear, digestible way.
Our Solution
We began by conducting stakeholder interviews to talk to key audiences, including Dermatologists who are often recommending various products and routines to patients and the end user patients themselves. We took the information we learned and mapped out our findings as a team into a user journey that then informed our Experience strategy vision for the new web experience.
We identified a massive organic SEO opportunity for how our audience is searching for skin care solutions on the web. Knowing this, we balanced the need for search visibility with a seamless navigation for on-site users and presented sitemaps that enabled our visitors to be able to easily accomplish what they set out to do
Navigation
We considered a few approaches to the navigation but landed on a recommendation to consolidate the product-shopping pages to a single navigation item. This supported the user in both navigating to see products in multiple ways, as our research had indicated.
Future growth of product categories was also a consideration since they can easily be added or removed without needing as much navigation rework.This approach also kept supporting content highly visible for the user which had previously felt buried and hard to find.
Wireframes
Our page designs gave users the confidence they needed to find solutions to their skincare issues. We highlighted Derm authority through quotes and other clinical POVs. Users were able to flow through our site based on a skin type, skin issue, or ingredient and easily find the right product or routine for their concern.
Category Landing Page
Our category landing pages were a large source of organic traffic. We optimized the experience for users arriving based on a search. Offered them user friendly ways to sort and filter to quickly find what product they are seeking.
Product Filtering
We enhanced the ways in which a user can filter products. Based on our audience research we enabled filtering based on key ingredient- a primary use case for CeraVe users seeking a skin solution.
Product Detail Page
Our Product Detail Page highlighted information and benefits about a product. Ingredient lists are highly accessible as that is a key area of interest for users evaluating our products. Because we don’t sell D2C, our site enabled users to ‘Find Where to Buy’ where a retail aggregator shows them various locations they can purchase the product from. Dermatologist POV content is highlighted in multiple ways on the page, instilling confidence in the user.
Ingredient Landing Page
We designed ingredient pages to be a strategic landing location for users who are searching for ingredients. Our experience on these pages highlight some main questions that users might have, and then directs them to products featuring the ingredient.
Outcome
Our website has been greatly received by users. In recent years the CeraVe brand has seen explosive growth and the web experience we designed has been a great partner to that growth. The site sees over 1 million unique visitors per month and is a key driver of online product purchase to our E-comm retail partners.