Aera

The story:

Aera was looking to rebuild their site with a renewed look and feel, better performance, and a better fragrance browsing experience. Users were often having trouble finding fragrances they enjoyed, and not understanding the benefits of their diffusers compared with others on the market. The website lacked a strong narrative and brand presence to set them apart. We also found through initial quantitative data analysis that users were toggling to lower-priced diffuser products without considering their full-size product, likely due to the cost (this was later validated through a qualitative study)

The design decisions:

We optimized the Aera website e-commerce experience by aligning it with Baymard guidelines, and simplified the purchasing journey. We refreshed the look and feel to match new style guidelines, photography and video. Along with this we improved the fragrance browsing experience by placing scent filters prominently in the header section of PLP’s, and improving the PDP experience of fragrances with social proof, scent profiles, and immersive images.

The results:

Add to cart and users starting checkout increased after launching site improvements, as well as higher engagement of elements on the site. The website now has an easier path to purchase, and a visually engaging, simplified design. The site was built intentionally with reusable elements and a well-defined design system for continued optimization across the site.