E-commerce
the design focus of this project
GrossiWeb proposal packet
Consumer brand
a beauty brand founded by Isabel Alysa
Dolce Glow website
Self-tanning
sold at Sephora, Ulta and Nordstrom
Dolce Glow website
Dolce Glow is a self-tanning brand founded by Isabel Alysa. It sells self-tanning products. Retailers including Sephora, Ulta and Nordstrom carry it. GrossiWeb worked on e-commerce design for Dolce Glow, and we use it as our example of e-commerce design for a consumer brand.
The work
The approved scope was e-commerce design for Dolce Glow. In this kind of work we design the online store as a place where a shopper can find a product, trust it and buy it.
Designing the store around the shopper
A beauty shopper wants to know what a product does and whether it suits them. A store for a range like self-tanning has to answer that quickly. In this kind of work we design the paths a shopper takes, from the first product they see to the cart, so each step answers the next question.
Product pages that sell
The product page does most of the selling. It needs a clear name, a plain description of what the product does, good images and an obvious button. Our way of building the page is to organize it so the most important facts come first and the buying action is always within reach. In this kind of work we also plan for the questions shoppers ask most, such as shade, application and results, so the page answers them before the shopper has to search.
A brand that feels like itself
A consumer brand lives in its look and voice. Design for e-commerce has to carry that identity into every page, while keeping the store easy to use. The goal is a store that feels like the brand and works like a good shop.
How we approach e-commerce design for consumer brands
Consumer brands sell on trust and ease. Our method has four parts.
Our four-part method
Know the shopper
Learn who buys, what they ask before buying and what makes them hesitate. Design answers for those questions.
Make products easy to find
Organize the range so a shopper reaches the right product in a few clicks. Use clear names and simple categories.
Make every product page do its job
Lead with what the product does. Show it clearly. Keep the buy button in view.
Keep the checkout short
Remove steps and fields that are not needed. A short path to purchase respects the shopper's time.
What this means for your project
If you sell a consumer product online, your store does much of your selling. It should be easy to browse, clear on every product and short at checkout. It should also look like your brand.
Start with the free consultation. Tell us what you sell and where shoppers drop off. We will tell you what we would change first. See our web design service.
