TULA Redesign
Platform redesign and Shopify website migration for TULA, a skincare brand based in New York City.
The Project
This was a great opportunity that came my way through thelab’s head office in NYC – to design a concept for the redesign of the TULA.com website using their established brand toolkit & new image assets. This was a mammoth project and my contribution felt small albeit significant, as the client ended up selecting my concept with elements from the second concept we presented.
The Challenge
This was a custom Shopify build, and the biggest dev-challenge was migrating 3 websites into one global site.
UI-wise, the site design felt old and tired, so as a starting point the client selected a Shopify template they liked, so we designed custom UI “over the top” to really bring forward the fun, punchy TULA branding throughout.
My Role
This was a hands-on UI project, although the buildout of the site & entire design system was managed by the NY team once client selected their favourite concept, and what a result! My role included:
Creative Direction
UI Design
Team Management
Who doesn’t love a before and after?
We achieved a significant post-launch performance boost. Happy clients, happy us:
25%
Increase in the rate users explored beyond the PDP they landed on
85%
Of subscription orders placed in the 3-weeks post launch were new subscribers
-130%
Decrease in customer support inquiries for acc registration & sign-in issues, 2-weeks post launch
-15%
Decrease in Paid Social Bounce Rate