ULTA BEAUTY: WEBSITE REDESIGN
WHO IS ULTA BEAUTY?
Ulta Beauty, Inc., is a chain of beauty stores in the United States, headquartered in Bolingbrook, Illinois. Ulta Beauty carries cosmetics and skincare brands, men's and women's fragrances, and haircare products. My goal of the redesign is to better utilize what they have to offer as a brand and create a connection between high end beauty products as well as drug store. The difference between Ulta and Sephora is that Ulta carries drugstore products, that is the bridge between their gap. Currently the Ulta Beauty website is reading more like a warehouse beauty store when in fact it carries really good brands. I have come up with a fresh new color palette for them, keeping their iconic orange and pairing it with gender neutral colors, allowing both genders to feel fresh and approachable.
To better gain an understanding of my target audience, I created this Persona.
Style tiles are the next essential step after sketches. It adds color, typography and images allowing the design to come together.
HIGH FIDELITY COMPS
These are visual representations of the new aligned website. These visuals follow a 12 column grid system for all three devices (Desktop, Tablet and Mobile).
The homepage features a hero image of the current event and trends in the make up world. New Arrivals are followed below the hero image, this is essential to get word out on the latest products. The home page links to many other pages within the site to not make the content so singular. The home page ends with a link to social media, bridging the gap buy showing influencers and other people using products bought from Ulta, when you click on the image it links to to the products used to create their look.
This page was a basic redesign of what they already have on their product page, just giving it a fresh new re alignment.
Currently Ulta has an odd way of displaying their navigation. I put some headings together and cleaned it up. Additionaly I gave them a mega menu, helping with legibility.
The website was designed using Sketch and was created as a personal project at Savannah College of Art and Design. It has breakpoints of 1440 px, 768px and 350px.