After becoming a new member under the L’Oreal brand, it was time for NYX Cosmetics to give their site a fresh, updated look. As part of that update, the client wanted to push UGC to the forefront of the experience to help drive conversion and add appeal to their target demographic of young professionals. Working closely with the client and our internal team at Oven Bits, we redesigned their site (built upon the Demandware platform) and delivered a bold, fresh new look to a once outdated eComm experience.
As part of their site design refresh, the client wanted us to create a custom experience for one of their more customizable products. In a previous iteration of their NYX Custom Palettes, users would need to add individual eye shadows to their cart with little context as to how they would actually look when delivered in a tray. This was causing a lot of jumping back and forth between their cart and product pages, ultimately resulting in drop off. A huge customer and client pain point that needed a resolution. To help improve the UX we designed a solution which allowed the user to add any combination of shadows to an interactive palette before committing to cart, thus creating a more enjoyable experience and improving conversion.
To help add some cuteness factor, I designed out a set of custom emojis to be used as part of the navigation and also sprinkled throughout the site. Naturally, the emojis needed to be playful, cute and have that 3D esthetic that everyone knows and loves. But to help separate this set from your typical emojis, I went with an overall black & white treatment and then added just a touch of the NYX pink to help them fit within brand.
Towards the end of the project, I was tasked with designing a lockup for the 4th Annual NYX Face Awards. The NYX Face Awards is a contest where beauty vloggers post a video online of their cosmetic creations to be voted on by fans. Later the winner is announced at the final awards event in Los Angeles. In playing with a few different concepts for the lockup, I discovered some interesting results when turning the NYX logo heart on it’s side. In combination with some strategically placed mascara brush strokes, and a typeface that shared a similar esthetic, it resulted in a strong logo mark that was sleek, playful and fitting of the NYX Face Awards brand.
