Background
Founded in 1929, Rosette Co., Ltd. is the cosmetics company that brought the first cream-type facial cleanser to market, and is one of the leading manufacturers in the facial cleanser category.
Since many of its products are reasonably priced, quite a few people have probably used them at least once, especially “Rosette Facial Cleansing Paste” and “Rosette Gommage.”
While Rosette's sales centered on in-store sales at drugstores and variety shops, the company had also been selling through its own online shop since before consulting us. However, with the spread of e-commerce and smartphones, the digital realm came to have a major influence on users' purchasing behavior, and the company consulted us, saying it wanted to “rebuild its digital infrastructure” as a whole company, centered on the online shop, its largest digital touchpoint with customers.
What We Did
First, we organized the role played by the digital realm, centered on the websites, from the perspective of the company as a whole. Based on the ideas of the people in charge, we clarified the role of each site: the corporate website, the online shop and the brand site for each product. We then examined how each stakeholder should navigate between the sites, and reorganized the information to be published on each site.
In particular, since the online shop is an important tool as a touchpoint with customers, we covered everything from organizing the online shop's purposes and goals to reconsidering the back-end system.
As a result of our examination, it was decided to renew the online shop while keeping its back-end system, focusing on four points: (1) strengthening connections with the other sites, (2) organizing information content, (3) improving UI/UX so that it is easy for customers to use and they are less likely to drop off (including smartphone optimization), and (4) following the corporate design.
In organizing information content and improving UI and UX, based on access analysis by a Master Web Analyst,
- designing recommended navigation paths derived from the three most-viewed representative landing pages,
- appealing and educating on product pages to encourage users' willingness to buy, and
- preventing drop-off on form pages to dispel purchase anxiety
were the three points we focused on.
Based on the ideas of the people in charge who actually operate the online shop and CRM, we organized the directory map, designed wireframes, created designs following the corporate brand, carried out coding, and coordinated with the other company that manages the EC platform, and then relaunched the online shop.
Web Design at the Time of Production
Implementation Flow
01. Research & Analysis
◯ Interviews, analysis of the gap between facts and the ideal, identification of issues
◯ Organizing the requirements from various information and issues, and clarifying the role of the digital realm centered on the websites
02. Business Strategy
◯ Clarifying the respective roles of the corporate website, the online shop and each product's brand site
◯ Organizing the relationships between the sites, designing navigation for each stakeholder and reorganizing published information
◯ Organizing the online shop's purposes and goals
◯ Examining the online shop's infrastructure (back-end system) *Decided to continue using it this time
◯ Organizing the key points of the online shop renewal
03. Marketing
◯ Website requirements definition
- Identifying UI/UX improvement points through access analysis
- Organizing information content (1): creating and organizing the directory map
- Organizing information content (2): creating wireframes for each page
* Improvement points from an SEO/SEM perspective were also incorporated
◯ Website production
- Design of each page following the corporate brand design (PC/SP)
- Coding (PC/SP)
- Coordinating the connection with the EC platform (handled by another company)
∟ Preparing various handover documents
* Various tests conducted
* After launch, a report on changes in browsing was also submitted
STAFF LIST
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Business Strategist
Hiroshi Ashida
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Business Strategist
Sayaka Kaizu
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Junior Strategist / Designer
Seiji Harigai
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Master Web Analyst / Proposal-Driven Web Analyst
Tomonori Sekiguchi
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Senior Web Analyst
Yuki Furukawa
