Into the Gloss is a beauty blog that was the origins of the famous beauty and makeup brand Glossier. They interview the leading experts and trend setters in the beauty and skincare industry, and create authentic editorial content for its customer base.
With refreshed and elevated visuals, the site structure and user experience has been strengthened to foster the sense of community and transparency that the brand has been known for.
The enthusiasm is dying.
Their initial demographic is losing interest because they feel the blog isn’t what it used to be and the younger generation expects fresh, inclusive and honest conversation about these subjects, leading to even fewer conversions from editorial to sales.
Foster individual exploration within a community.
The redesign aims to regenerate interest in a dying editorial site, attract a younger demographic by supporting authentic discovery with a clearer organization of the wide range of content, and creating stronger pathing to the Glossier website to convert them into loyal customers.
To regenerate interest and attract new users, by supporting discovery and exploration to ultimately lead to user retention, three key areas of focus have been identified.
Bridging the gap between traditional structure and modern content.
Using traditional fonts and layout brings professionalism and authenticity to the site creating space for fresh, younger content, making it relevant to different demographic groups. The diversity of content is highlighted through a revamped navigation and taxonomy structure, as well as a flexible content template.
A new taxonomy for the verticals
Creating a new specific system for naming all the verticals so users can easily find and navigate across all of them
Dynamic preference based elements
Including elements that change with time or based on user preference to create a dynamic exploratory experience for all user mindsets
Capitalizing on variety of content types
Highlighting ITG's various content offerings and leveraging visual elements such as images and videos
Diversifying the pages to engage all audiences
The site should continue to offer their signature content for loyal users while creating fresh easy takeaway content for the new users to create an engaging experience for all mindsets.
Link between e-commerce and editorial
Having a stronger connection between the various
e-commerce platforms and the editorial website
Long-term engagement opportunities
Rewarding both participation and purchase by creating incentives or systems for users to return to ITG
Designed by integrating the User Experience Strategy and new UI Creative Direction to create a flexible and dynamic modular system.
Take a closer look at the research and analysis for this case study here.
