WEBSITE REDESIGN & COLOR-CHANGE FILLER
BRAND OVERVIEW
Evercoat Body Shop brings pro-grade, DIY-friendly products to retail stores so that users get a flawless finish each and every time. Evercoat Body Shop products can be used to repair cars, boats, or projects around the house.
The redesign of the Evercoat Body Shop website now makes product information more accessible and intuitive for the DIY audience. With the new addition of Color-Change Filler, the website launch was also an opportunity to develop and strengthen brand awareness for Evercoat Body Shop’s innovative color-changing body repair solutions.
ROLE
This project was a team effort in collaboration with the marketing manager, digital marketing specialist, and market research analyst. My role as the designer included visual design direction, user testing, UX research, analysis, strategy, and ideation.
STRATEGY
Redesign the Evercoat Body Shop website so that the interface and information architecture more effectively caters to its DIY audience. Product information hierarchy will be reorganized and implemented into an online product selector tool that can be used to browse products according to project need.
DELIVERABLES
USER RESEARCH
ANALYZING THE PREVIOUS WEBSITE
- Difficult to navigate and browse products unless you know the exact sku of the product you’re looking for.
- Information regarding product launches can only be found via sku lookup.
- Not mobile responsive.
- Not visually branded.
USER ANALYSIS
- DIY shoppers were more likely retrieve product information from a retail distributor’s website rather than the Body Shop site – lack of product technical resources that are directly accessible from the home page led to a high bounce rate on the original site.
- More than half of site visitors access the website on a mobile device and are in need of a mobile responsive interface.
USER FLOW DEVELOPMENT
The new home page will feature a more welcoming interface, an intuitive navigation menu, and scrollable content for the user to explore.
This revised user flow introduces the ability for users to seamlessly explore products based on project need rather than with a specific sku in mind. Users will browse products within a familiar information architecture that mimics a standard e-commerce store.
VISUAL DESIGN
WIREFRAMES
REFINING THE DESIGN
To finalize the new site’s interface, I implemented a library of digital assets to further immerse users into a cohesive brand experience throughout the flow of the site. These visual elements strengthen brand awareness – not just for the Evercoat Body Shop brand as a whole – but for the newly distinguished color-change product category.
FINAL WEBSITE DESIGN
MAIN FEATURES
- Intuitive navigation tools allow users to easily find product info, tech tips, and video content.
- Mobile responsive.
- Successful implementation of color-change filler branding.
- User-friendly and visually branded interface.
FIND MY FILLER
KEY TAKEAWAYS
- Allows users to filter through DIY friendly products by specific project need.
- Product results are presented within a “Good, Better, Best” hierarchy – this helps users understand which products may be easier based on their individual experience level.
- Use of imagery for substrate selection simplifies process.
COLOR-CHANGE BRANDING
Evercoat Body Shop’s Pro-Grade Color-Change Filler is a smooth-spreading, high quality, clog-free, lightweight body filler formulated with patented color-changing technology. Once mixed with cream hardener, Pro-Grade Color-Change Filler changes from purple to green, indicating the repair is ready to sand. This easy to use color-changing technology allows DIY users to have more confidence when using this product for their projects.
Design elements used in marketing deliverables for Pro-Grade Color-Change Filler effectively convey the unique selling points of the product in a way that is visually engaging and memorable for the target audience. To effectively communicate this product’s ease of use and efficiency, Pro-Grade Color-Changing Filler’s brand identity relies on its contrasting purple and green color palette that is reflective of the product in use. The product’s brand identity also features sleek and modern typography choices that evoke a sense of simplicity and ease to the viewer.