Philosophy is a brand of cosmetics that cares as much about their customer's emotional interior as they do her physical exterior.
While Philosophy strikes a balance between the emotional and the physical, their site did not. Clinical product photography and limiting templates proved to undermine the value proposition of quality skin care products that celebrate the beauty of the human spirit. The client was also looking for ways to increase revenue, average order value and conversion, while decreasing the abandonment rate.
Fry developed a number of new, more flexible templates that would allow Philosophy to do a lot more than they had been able to on their current platform. A redesigned product detail page, in particular, allowed Philosophy to emphasize their blend of science and inspiration, competitive price points, and their personal relationship with Philosophy's fans.
At the same time, Fry completely overhauled Philosophy's photographic direction and art directed a re-shoot of all of the company's products. By developing a clear style guide, the team was able to move forward with confidence that they wouldn't be able to "break" the site design rules. The site is now uniquely Philosophy.
Regardless of the underlying software platform, Fry is a leader in the ecommerce design space and brought to bear our deep experience in optimizing the purchase path for maximum conversion and minimum abandonment.
The Fry design included increased image sizes for all product "hero" shots, thumbnails and multifunctional product pages to give the site notable visual "pop."
To address issues of navigation, Fry defined a product taxonomy from two different perspectives. The first is a traditional category structure (e.g., cleanser, sun care, moisturizers) and the second is by concern (e.g., aging, acne and blemishes). Fry also designed a guided selling tool-"skin care quiz"-to help consumers choose the right products based on their personal skin type. Visitors now have the tools to locate the most beneficial products.
Philosophy's consumers have praised the easier navigation of the redesigned site. Internal stakeholders feel the site is finally an appropriate reflection of the quality of Philosophy's products. It captures the prestige of the company's skin care heritage, with an invitingly open feel.
To address issues of navigation, Fry defined a product taxonomy from two different perspectives. The first is a traditional category structure (e.g., cleanser, sun care, moisturizers) and the second is by concern (e.g., aging, acne and blemishes). Fry also designed a guided selling tool-"skin care quiz"-to help consumers choose the right products based on their personal skin type. Visitors now have the tools to locate the most beneficial products.
"We were pleased with Fry's willingness to work side by side with our internal creative team to achieve outstanding results. In addition, they were on time, on budget and professional."
Kim Miller, SVP eCommerce, philosophy