Fragrance by Molly Ray is a hand-crafted fragrance design studio based in Seattle using only sustainable and natural ingredients.
As a local hand-crafted fragrance business, it is challenging to stand out from the larger, more familiar brands. Fragrance by Molly Ray offers unique fragrances; however, customers may be hesitant to purchase niche fragrances online without being able to sample them.
Transforming the current website into an intuitive ecommerce experience showcasing beautiful imagery and fine-tuned product descriptions, ultimately driving sales and expanding business reach.
As an UX designer I leveraged my methodology from concept to launch. My role was central in supporting Molly’s vision and creating an intuitive flow that both guided and delighted the user, ultimately resulting in an online purchase.
Groundwork is fundamental in all of my projects. Understanding the competitive landscape, business persona and vision enables me to sculpt a unique yet intuitive experience, tailored with precision.
1. Research & Inspire
Fragrance by Molly Ray offers a niche approach to the fragrance market through featuring small batch, hand blended products sourced from gourmand, natural and raw materials. This is a strength for the product but requires careful descriptions and visuals to avoid narrowing the customer pool.
Seattle is an ideal market for this business
Many similar businesses either do not have a website or have an outdated website, and do not offer online purchases.
2. Listen & Learn
The original website featured, “Fragrance by MR” on the home page, which was misleading to users - implying the fragrances are crafted for men.
The brand appeared sterile, without visuals and intentional verbiage the persona was flat.
The main navigation was confusing. Words like, “Stories,” and, “Custom” were confusing; it was unclear where these would lead the user.
3. Generate Concepts & Synthesize
Uniform product photography was key in making the brand look established, created in Photoshop.
Captivating imagery not only drew the user in but hinted at what was used in the fragrances.
Fragrance notes are featured on product hover to provide high level detail.
The customized fragrance option has a specific page, separated from the product line for clarity. A form is queued with simple questions that sculpt a custom fragrance.
Clear calls to action are strategically placed throughout each page.
Quotes and testimonials add a pleasant visual break between text blocks
4. Create, refine, repeat
The website underwent three review cycles to fine-tune the user flow, removing superfluous content in support of a pleasant and clean interface.