Nyrelle Homepage Revamp

My Role

I led the design, user testing and development of this project from end to end. I collaborated with a Senior Marketing Consultant (Robbie) during the early ideation stage throughout the entire project.

Problem

Since 2021, Nyrelle’s homepage experience has not been updated or optimized. Here are the key problem with the core experience.

Unclear value proposition

No defined brand value and messaging. With lack of information, users tend to be misinformed and to spend less time on it causing more drop offs. These points were more prevalent in the PLPs rather than the landing page. There was an inconsistency of brand points that didn't seamlessly flow across the landing and product pages.


Lacked relevant KOLs

Based on data from Google Analytics, 62% of our audience follow KOLs and prefer word of mouth from KOLs rather than hard selling. In the old website there was no engagement with KOLs.


Sections are not optimized

Few sections on the homepage are designed for website users first. Based on our data on Google Analytics, 78% of our users are on mobile. We want to optimize the website so that it will be mobile first.

Goals

Increase clear messaging content

To work with in-house marketing lead to write up brand messaging that would create more defined brand values that are easy to understand for users.


An engaged, relevant consumer experience

To ensure a customer interest is in place to reduce illegitimate doubt and give our customers a better and engaging experience.


Optimize the value proposition of core sections

With a more defined brand goal, we want to highlight our brand offerings in a digestible way. We aim to allow a customer-retention and seamless experience for our customers while strengthening product discovery on social media.

Impact

For confidentiality reasons I have omitted the actual values for these metrics.

We launched an A/B test via Google Optimize on 28th of January 2022 and ran it until 28th of February 2022. And here are the results.

We had a total of almost 6,000 sessions and based on data the new homepage is more favored than the current one.

Our Users

Before we started designing, we deep dive into existing behavioral and purchase data of our users to better understand them.

We focused on identifying what is that our customers look for in our website and brand.

We defined 3 user personas and mapped them into their respective goals.

Process

We mapped out their user journey on the website.

Sketches

Final Designs

A sneak peek into my early wireframes, mid-fidelity designs and drafts. The designs have went through at least 2 iterations due to the user testing report was not what we wanted.

View website here: https://www.nyrelle.com/

Here’s a detailed walkthrough of the revamped homepage.

• Established new carousel configuration for hero banner
• Revamped and prioritized PR testimonials
• Created more curated sections for product and collections
• Designed a new section solely for UGC
• Revamped the footer section

Development

I built the landing page on Adobe XD. At that time, the landing page was under quite a few iterations as the team needed to pin down the key brand messaging. Hence we delayed building and launching this landing page, which was initially planned a couple of weeks before.

Future Steps

Continue to find ways to increase higher click-through rates for PDPs and PLPs

After launching, we saw that our metrics still show a low click through rate. According to our data in SEM Rush, this is due to the lack of meta titles and descriptions, descriptive URLs and target keywords. We also have discovered that our ads were targeting the wrong audience so we have recently shifted to the correct one.


To maintain optimization across all pages

We will continue to check on the site audit and pain points to address problems of the website


To have a survey based on qualitative data

To conduct user test with at least 5 people outside Nyrelle using Maze’s Survey tool. To gather information on heatmaps to help us understand how people interact with the homepage.

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