Wahl

Enhanced Style Tile

Wahl, a market leader in grooming tools, needed a targeted site that reflected their commitment to their largest audience segment: Real Guys. Wahl challenged my digital team to create a destination that delivered on their “Real Guy” positioning and helped those guys overcome their concerns about self grooming while promoting Wahl’s industry leading products. Working with my digital strategist, we identified key content requirements and functionality needs, asset requirements, and engagement elements. Together we wire-framed all major template pages and refined the site architecture. In conjunction with the UX and IA, I created an enhanced style tile complete with homepage layout for client feedback and worked with my copywriter to develop the site’s voice.

Responsibilities:

• Art Direction
• Concept Creation
• Design

One-stop Grooming Destination

Leaning into the newly established “Real Guys. Real Grooming” identity, the site focused on three key themes; consumer education, consumer engagement and product integration. Consumer education was accomplished via a library of grooming and hair styles, instructional videos using real guys (not actors), expert tips and step-by-step instructions. Through the creation of the Community section encompassing tours, upcoming social engagements and sweepstakes, consumer engagement was realized. We included product integration at all key customer decision points. I created all design elements, worked on final execution with in-house developers, and created initial storyboard direction for the look, feel and flow of the new video assets. With a 310% increase in traffic, our one-stop grooming destination helped over half a million guys get the look they wanted and find the products that would help them achieve that look.

Responsibilities:

• Art Direction
• UX Design
• UI Design

Online Catalogue

After the creation of their primary target lifestyle sites – grooming/hair styles, pets and massagers – Wahl wanted their main online catalogue updated for brand parity. The digital strategist and I identified several key elements to improve UX as well; highlighting the retail partner purchase path, increasing focus on SEO, integrating reviews into the product pages, and including relevant pathways to the lifestyle sites all while maintaining primary focus on the products. With these goals in mind, we wire-framed all template pages for the site. Next, I directed my Sr.AD with regards to design aesthetics (style-tile through template mock-ups) and worked with our in-house developers to overcome coding and functionality concerns. The redesigned, responsive catalogue netted a 300% increase in traffic, 74% goal conversion rate and 60% growth in organic search traffic.

Responsibilities:

• Creative Direction
• UX Design

The Hub

Once the lifestyle sites were established and each product line had it’s own identity, we needed to make sure people found their way to the right division – no matter how they found Wahl. With 500K+ visitors per year and a very high organic search ranking we did not want to dilute the productivity of the pre-existing hub-and-spoke design of wahl.com. So, All consumer product lifestyle sites were moved to a sub-domain of wahl.com. Finally, the hub page was redesigned to reflect the evolved brand patterns and modified to include our new lifestyle focused sub-divisions. I designed the page and worked with our in-house developers to meet the client’s technical specifications.

Responsibilities:

• Art Direction
• UI Design