Case study by -
ryan conners
Imagine being at the heart of a transformative journey at Paul Mitchell, where the creative team was tasked with redefining our entire brand catalog to fit a more modern and luxurious aesthetic. Every detail from logos, fonts, color palettes, tone and more was meticulously reviewed.
My role was clear, I needed to design a more intuitive User Interface. It began with strategic planning and roadmapping user journeys. Using data we were able to pinpoint user frustrations and areas for improvement.
Collaboration was key. I worked closely with our creative team to conceptualize and execute a visually captivating redesign. This wasn't just about aesthetics; it was about creating an intuitive and engaging online platform. Partnering hand-in-hand with UX researchers, we ensured seamless integration of design elements and functionalities, always prioritizing user-centric principles.
First we conducted stakeholder interviews, surveys, and user testing to map out frustrations and motivations. This led to an empathy map and set of personas that guided all design decisions. Then we restructured the sitemap based on user journey insights. Professionals were given a dedicated experience with faster access to product info, backbar education, and marketing tools. Consumers benefited from intuitive filtering, clearer product benefits, and improved search.
I developed a responsive UI system that emphasized minimalism and clarity—matching Paul Mitchell’s modern salon aesthetic. Typography, photography, and tone of voice were realigned to reinforce trust and professionalism. Recognizing over 60% of traffic came from mobile, I prioritized touch-friendly UI patterns, simplified checkout flows, and on-the-go content discovery.
The results were remarkable. The redesigned website led to significant improvements across key metrics. We witnessed a 7% increase in retention rates, indicating enhanced user engagement and improved relevance. Bounce rates dropped by 12%, reflecting streamlined conversion paths and better usability. The typical visitor spent almost 1 minute more on average when visiting the the site, diving deeper into our content, and leading to deeper brand immersion. Navigation became seamless, enticing visitors to explore more pages and offerings.
The redesign reestablished Paul Mitchell’s digital credibility by combining empathy with modern UX principles. Professionals now find what they need faster, and consumers experience a more seamless, inspiring path to purchase—all while reinforcing the brand’s core identity and trustworthiness.
The impact our team made was substantial. Campaigns launched on the redesigned website generated over $3 million in sales in 2023, demonstrating the tangible impact of our efforts on revenue generation. This project stands as a testament to the power of strategic planning, collaborative teamwork, and user-centric design principles. By aligning design decisions with business objectives and focusing on improving key metrics, we not only enhanced the online experience but also drove significant sales growth, solidifying Paul Mitchell's position as a leader in the hair care industry.
