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New eCommerce Website - Omnichannel Build
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.
However, the website, in its existing state, was outdated, misaligned across markets, and underperforming. Key metrics indicated that poor site usability was preventing the company's ability to achieve higher online revenue and meet its business goals.
CLIENT
Avon Products, inc.
TIMELINE
1 year
DATE
september 2022
SERVICES PROVIDED
UX/UI Design, Information Architecture
Goal
Build a new website that will:
Increase customer conversion.
Improve browsing and checkout process.
Boost sales on the e-commerce website.
Challenge
The existing website was outdated and no longer performing well. It lacked responsiveness, had an inconsistent look across different markets, and suffered from several technical issues, such as problems displaying shades and imagery, as well as challenges with sorting and filtering.
Overall, the user experience fell short of what you’d expect from a brand of this scale, largely because the company had long prioritized direct sales over digital experience. With the new build, our goal was to balance the two and create a website that truly reflected the brand’s quality and user expectations.
My Approach
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
Delivered a new, scalable multi-market template solution that simplified website maintenance for Avon teams and reduced update time across markets. The optimized site achieved significantly faster loading speeds and higher satisfaction rates among both internal teams and end users.
The new design enabled an efficient browsing experience on all devices and introduced a unified, user-centered design system that strengthened brand consistency and engagement globally.
The biggest impact came from the checkout process, which was fully transformed and now offers more payment options, as well as a clearer display of applied codes, shipping details, and product bundles — all resulting in a smoother and more transparent shopping experience.
Note: This project lasted 1 year, and it's not possible to cover every page built in one case study. Below, you’ll find a preview of the final PLP, PDP, and Shopping Bag designs — the components I was responsible for. For a deeper breakdown, you can check the Full Deck Presentation.
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.”
