Ideate
Key Findings:
- Increase focus on social media content integration and customer referral programs to bolster consumer confidence and drive more product sales.
- Many of their users are coming in from social channels or to repurchase products. In this case, users are likely being linked directly to a product or product listing page. It should be as easy as possible for them to find what they need, and check out.
- Prioritize ease of use, transparency, communication, and supporting content.
Challenges
While we were working through our redesign, the Tarte team was A/B testing and implementing new features every 2 weeks or so. We had to create a flexible process to make sure we were adapting to consistently changing needs.
Since the team was already A/B testing new concepts, we were able to bring more innovative ideas to Tarte. We had to work quickly and collaboratively - but this resulted in more experimentation and implementation.
Simplifying Online Shade Selection
Knowing that shoppers tend to get overwhelmed when there’s too many options and want a personalized experience, we wanted to figure out the best way to showcase a product with multiple variants.
Take the Shape Tape Concealer, one of Tarte’s most popular products. This concealer has over 40 shades and comes in two different sizes. To make it easy to navigate through the shade selector, we identified 3 skin tone categories to help users narrow down their options. From there, they can either select their shade or virtually try it on, just like they would if they were shopping in stores.