Responsive Website Design

Elevating herbal skin care brand visually while expanding reach

Role
Web Designer - as a part of my work with Nat+Matt Co.

Industry
Skincare + Wellness

Skills
User Experience Design, Wireframing, Squarespace Website Design

Backstory

A skincare brand on the rise, with a mission to educate and provide users with luxe quality herbal-based natural products

Laughing Tansy offers clean, herbalist-formulated skincare designed for everyone. Founded in Savannah, GA in 2020, the brand promotes a holistic lifestyle with products derived from natural herbs to ensure happy, healthy skin.

In 2022, my partner and I, through our creative studio Nat+Matt Co, were brought on board to rebrand Laughing Tansy into a modern luxury brand. The objective was to broaden their audience and penetrate a new market segment. Although they had success selling their skincare products at local markets and through direct sales, they aspired to expand into nationwide retail stores and boost online sales.

Our rebranding efforts encompassed a complete overhaul of the brand identity, including packaging design and photography. We were then tasked with redesigning the website to align with the new brand identity and enhance the user experience.

Key improvements included:

  • Product Categorization: The original website listed products alphabetically, with no logical grouping. We introduced categories to group similar items together, making it easier for customers to find what they needed.

  • Information Architecture: The home page was previously cluttered with disjointed elements like product listings, large headings, and scattered company information. We redesigned the layout to ensure relevant text was easy to skim and organized skincare education and product information to be accessible while viewing individual products.

The result was a cohesive, user-friendly website that not only reflected the luxurious new brand identity but also facilitated an improved shopping experience for Laughing Tansy's customers.

Original Website

Simplifying user experience by reducing competing elements

The existing website's product pages and features were cluttered, hindering a clear purchasing and educational experience for users. Key issues we aimed to resolve included:

  • Excessive Space for User Reviews: Product pages allocated too much space to user reviews, distracting from essential information.

  • Cumbersome Dropdown Menus: Users had to navigate dropdown menus to select product options, complicating the purchase process.

  • Ineffective Product Filtering: The only filtering option was alphabetical, which didn't help users find what they needed based on product type or user needs.

  • Confusing Stock Indicators: Out-of-stock items appeared as disabled posts, rather than providing a clear and polite notice.

  • Inconsistent Imagery: The imagery did not align with the brand identity, causing a disjointed user experience.

To address these issues, we redesigned the Shop and Product pages. Our improvements included:

  • Implementing filters for availability and price

  • Enhancing product galleries

  • Condensing user reviews

  • Adding small "out of stock" stickers to items with zero stock

Below are side-by-side examples of the original and redesigned pages, showcasing how we tackled these challenges to create a more intuitive and cohesive user experience.

Redesigned Home

Inviting home page design introduces users to a fresh brand experience

The redesigned home page provides a seamless and engaging user experience. Key features include:

  • Logical Product Grouping: Featured products and collections are intuitively organized for easy navigation.

  • Streamlined Checkout: Strategic buttons facilitate a quick flow to checkout for users seeking efficiency.

  • Brand-Conveying Imagery: Ample space and thoughtfully selected imagery reflect the brand’s tone and ethos.

  • Informative Layout: Dedicated sections allow users to learn more about the company’s mission and values.

This reimagined home page welcomes users into the new brand, combining ease of use with depth and visual appeal.

Redesigned Products

Enhanced product flow empowers users to make
informed choices

We completely redesigned individual product pages to provide an optimized user experience. Key improvements included:

  • Clear, Attractive UI: Utilized vibrant colors and prominent buttons for cart and size selections.

  • Expanded Photo Gallery: Showcased products in various contexts to enhance user interaction.

  • Informative Sections: Added scrollable sections detailing usage directions, key ingredients, herbal components, and an expandable FAQ section.

These enhancements ensure users have all the information they need to make confident, informed purchasing decisions.

Design Wins

Successfully relaunching Laughing Tansy as a modern luxury brand

Laughing Tansy underwent a successful relaunch in April 2023, accompanied by a redesigned website that garnered enthusiastic client feedback and positive user responses. Within two weeks post-relaunch, multiple products sold out, highlighting the brand's immediate market impact.

The new designs significantly expanded Laughing Tansy's presence, securing placements in stores across Arizona, Tennessee, Florida, Connecticut, Georgia, South Carolina, and North Carolina.