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New Design System
Avon Products, Inc. is the fourteenth-largest beauty company and, with 6.4 million representatives, is the second-largest direct-selling marketing enterprise in the world.
The Avon marketing team introduced a revamped product packaging design, triggering a comprehensive rebranding of all printed materials. A new tone of voice, logotype, and fonts were meticulously crafted for the print domain.
CLIENT
Avon Products, inc.
TIMELINE
12 weeks
DATE
september 2022
SERVICES PROVIDED
UX/UI Design, Information Architecture
Goal
Build a new website that will:
Translate print brand guidelines into a Design System.
Rebrand an eCommerce site, a Digital Brochure, and several applications across 37 markets.
Plan minimal rebranding for a few applications that are intended to be retired.
Challenge
Regrettably, the new brand guidelines for the Avon brand were solely focused on print and packaging. Additionally, the new logo proved challenging to implement on legacy platforms due to technical limitations.
My Approach
My main task involved translating brand guidelines provided by an external marketing agency into a Design System for Avon’s omnichannel online presence. I had to inspect the guidelines and see the direction a new Design System needs to follow. Additionally, I had a few applications that needed to reflect the new branding with minimal budget, as we planned to retire them by the end of 2023 or at the latest, mid-2024.
UX AUDIT - THE LAYOUR ANALYSIS AS-IS
I began by mapping out every sitemap to capture the full information architecture of the existing website. This process helped ensure that all necessary content and structure were accounted for in the new build and provided a clearer understanding of the overall user flow and navigation patterns.
THE LAYOUT COMPARATIVE ANALYSIS
Conducted a layout comparative analysis across 52 markets to better understand existing design patterns, core components and the overall information structure. This helped define a more consistent and scalable foundation for the new website.
AVAILABLE QUANTITATIVE DATA ANALYSIS
Analyzed a well documented pool of available quantitative data from Google Analytics and A/B testing results, to identify the best- and worst-performing sections. This data revealed behavioral trends across markets and performance gaps.
AVAILABLE QUALITATIVE DATA ANALYSIS
Reviewed qualitative data from Usabilla and Contentsquare to analyze customer journeys and uncover key pain points in the user experience. These insights provided a deeper understanding of user motivations and frustrations, complementing the quantitative findings from the previous step.
Final designs
Create a new, robust Design System to guide the online rebranding of Avon Cosmetics, following the guidelines and direction from the marketing team's product packaging design. The new Design System needs to include a transitional solution for legacy platforms that will be retired in the future.
Elena Dimovska
“With Tamara on board I felt confident about the quality of work delivered as her work included design-thinking methodology and customer centricity in mind. I was very thrilled with her professionalism and result orientation, motivation to push through difficult times as well as amount of creativity and boldness to think 'out of the box' and propose new ways moving forward or simply challenge the status quo.”
