Mac Cosmetics

Building A Mobile-First E-Commerce Website Redesign

2009

Client: Mac Cosmetics

Focus: Concept, Creative Direction, Design, Production Management, Technical Strategy.

MACCosmetics.com a newly designed website that fuses art and e-commerce. The website redesign includes a number of new ground-breaking technological features.

"We looked at the M·A·C website in its entirety and wanted to redesign it in a way that was interactive and playful yet still very M·A·C. We incorporated new technologies that engage the customers in a way that they haven't been before, by playing with vibrant colour, incorporating videos, and adding edgy new collection and product visuals that will make a serious impact."

One of the key new features reinforces MAC's authority in colour with the new Colour Play feature, which is unique to the website. It is an innovative immersion into colour that allows consumers to view, compare and shop for colour and texture across all product groups, from MAC eyeliner to lipstick and glitter.

A second innovation to the site lets the consumer learn how to professionally apply their favourite MAC blush or eye shadow with MAC's new brush finder; an interactive tool that allows consumers to educate themselves on the various brush types in order to choose one that will best suit their specific needs.

Continuing with the theme of educating the customer, MAC has launched a series of 'How to' videos in which MAC's Senior Makeup Artists offer their expertise via step-by-step tutorials that provide makeup tips, techniques and detailed product benefits; from learning how to apply MAC eyelashes to creating the perfect red lip.

Traffic on e-commerce is around 80% Mobile. We always have (tried) to have a mobile 1st approach.
While re-designing the site I decided to come with a new approach for the main product pictures.

Single Product Pages got +20BPS conversion rate increase and +17% engagement lift post-launch.

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Team

Design Leads: Style Lee, Eric Lu.

Tech Leads: In-house

Project Management: Steve St. Fleur

UX/ UI: Style Lee, Steve St. Fleur

Development: In-House

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