Wella: Color Studio
Redefining the Hair Coloring Experience with a Seamless Digital Journey, Tailored for the Modern Beauty Enthusiast.
Wella, a renowned global hair care brand, aimed to revolutionise the hair coloring experience with the introduction of their new Color Studio product line. By partnering with VML Ogilvy Japan, Wella sought to create a seamless digital solution that would educate consumers about the three-step hair dye process and integrate it into their existing website.
The goal was to reimagine the traditional shopping experience for younger generations, highlighting trendy colors and the benefits of cream-based dyes while overcoming brand perception challenges.
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Client
Wella
Role
UX / UI Designer
Agency
VML Ogilvy Japan
Date
2023
Overview
I had the opportunity to collaborate with VML Ogilvy Japan to support the creation of the Wella Color Studio website. As the UX and UI designer for this project, my role involved re-evaluating and planning for the Japanese market, leveraging existing global brand components while addressing unique regional challenges and target audience needs.
The aim was to create a digital solution that mirrors the real-world shopping experience, educating consumers on the new hair dye products and their application.
Challenges
There were several challenges that we gathered during the research and discussions with Team Wella. Some of the primary challenges included:

  • Target Audience Perception

    One of the major hurdles was changing the perception of Wella among the younger generation. Traditionally, Wella has been seen as a brand for older demographics, and cream-based hair dyes are not typically the first choice for younger consumers. Our task was to modernise Wella’s image, making it relevant and appealing to a trend-conscious, younger audience who are interested in vibrant and fashionable hair colors. This required innovative design and marketing strategies to alter existing perceptions and attract a new customer base.

  • Product Complexity

    The new Color Studio product line involves a three-step process, which needed to be communicated clearly and effectively to users. Unlike single-step products, this multi-step process could be seen as complicated and daunting. The challenge was to simplify and demystify this process, making it accessible and straightforward for users. Our design needed to provide clear, engaging instructions and visuals to guide users through each step, ensuring they understood how to use the products correctly and appreciated their benefits.

  • Business Constraints

    Another significant challenge was integrating the new microsite seamlessly with Wella's existing website. The goal was to incorporate the new features without major modifications to the current site infrastructure, ensuring a consistent and smooth user experience. This required meticulous planning and design to maintain the brand’s visual and functional coherence while introducing the new Color Studio elements. The microsite had to align with Wella’s existing design language and technical framework, providing an enhanced user experience without disrupting the established website structure.

Ideation
To tackle these challenges, I began by conducting thorough research and analysis to understand the target audience's behaviors, preferences, and pain points. This involved:

  • Reviewing Target Audience Behavior

    Analysing the provided personas and their sentiments, I identified that younger users are conscious of beauty and prefer trendy colors. They perceive grey hair as undesirable and might be put off by the cream-based dye if not properly educated on its benefits.

  • Analysing Existing Site Performance

    Using tools like Google Analytics, I analysed the performance of Wella’s current retail site to identify top-performing pages, content that drives engagement, and user entry points. This data provided insights into areas where we can introduce entry points to the new microsite.

  • Planning the User Journey

    I mapped out a detailed user journey for visitors to the new Color Studio microsite. This journey included various touchpoints and interactions designed to engage users, provide valuable information, and guide them seamlessly through the process of selecting and using Wella’s products.

Design
Based on the gathered insights, I developed a comprehensive content structure that strategically addressed the identified challenges and user needs. This content structure guided the design process and ensured that every element of the website was purposefully crafted to enhance user experience. The key components I designed included:
Homepage Design

The homepage featured an engaging introduction video masthead, which used snippets from the Color Studio campaign video to captivate users’ attention and provide a glimpse of the new product series. It also prominently displayed the three-step process with clear calls-to-action, a color swatch section for users to preview available colors, and a "How to Use" section with an instructional video.

Steps Detail Page

Each step in the Color Studio process had its own detailed page. These pages included a gallery of products relevant to the specific step, comprehensive usage instructions, and visual aids to simplify the process. This ensured users had all the information they needed at each stage, making the multi-step process intuitive and user-friendly.

Entry Points

Recognising the importance of strategic entry points, I identified key pages on the existing site where the new Color Studio products could be introduced. This approach ensured that users would naturally encounter the new offerings during their browsing experience, increasing visibility and engagement without requiring major modifications to the existing site structure.

Key Takeaway
The Wella Color Studio website successfully addressed the initial challenges by providing a user-friendly and informative platform.

The detailed user journey and clear content structure helped educate users on the benefits of the new products and how to use them.

By understanding the target audience and integrating strategic insights, the site effectively communicated the brand's message and engaged users through an intuitive and visually appealing design. The project highlighted the importance of combining aesthetics with functionality, resulting in a seamless and enjoyable user experience.

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