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Restylane Redesign
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About the Project
With a robust portfolio of products, our clients came to us hoping to reimagine their digital ecosystem. With their original websites out for a few years, it was time to update the websites to accurately reflect their versatile offerings, communicate a premium brand, and competitively position them in the aesthetic space.
The Challenge
While this process started with their first site, Restylane, the client expressed interest in wanting to redesign all three of their product sites. With accelerated timelines, we knew we couldn't approach this as a single redesign but instead as a full lift of their ecosystem and branding.
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The Process
Discover
The first step to approaching this redesign thoughtfully was to gather insights to guide our work. We began with competitive audits to better understand what "premium" brands are offering on their websites, a heuristic analysis of the original version of the Restylane site to uncover areas of improvement, a review of their existing personas to better understand our target audience, and stakeholder interviews to deeply understand the needs and vision of the client.
Define
Once we completed our discovery phase, we began to dig deep into the findings to find potential patterns. Through the insights gathered in the previous phase, we were able to uncover our strategic takeaways to set the foundation for the team as we continue to progress. Given the challenge and findings from research, we concluded that the best way forward would be to create a design system and component library to be used across all three websites. With Restylane as our starting point, this approach would not only allow us to complete these redesigns efficiently but also allow the brand to continuously grow and flex. We put this approach in a formal experience brief to gain alignment with the client and formally kickoff the design phase.
Design
We approached the design phase by dividing a select number of pages into batches. In partnership with a copywriter, we worked through wireframes together to ensure key content buckets were planned for and accurately reflected the brand story. Along the way, we ensured we were creating components that would work across the various websites. As each batch of pages were completed, we had regular meetings with the client to walk them through the progress.
As we received client alignment on wireframes, we continuously worked closely with the visual designer as we moved into layout. As the wireframes began to take on the appropriate branding and campaign imagery, we began to get closer and closer to the final version.
Results
Final Project
Once the design phase completed, we handed off files and functional annotations to the development team to begin building the site. Throughout the weeks, we reviewed rounds of staging links and provided feedback along the way. We kept an open line of communication to efficiently reach our launch date and ensure the development team had what they needed to successfully build a component library on their end as well. The site successfully launched by our planned date and is currently viewable at https://www.restylaneusa.com/
Lessons Learned
Overall, I felt this project was incredibly successful. I believe having ample time in the discovery phase was crucial and allowed us to approach this challenge thoughtfully and strategically. Additionally, working incredibly closely with my teammates such as the copywriter and visual designer throughout the entire process was pivotal in the success of this launch.
As successful as this was, there were some hurdles along the way. Working with an offshore development team posed some challenges, but I quickly learned keeping communication open and feedback incredibly prescriptive was key in order to continuously progress.
The approach taken not only allowed us to launch a site we're proud of, but also set a foundation and take these learnings into the two other site redesigns.
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Next Project
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