Urban Decay

E-commerce with an edge, in an analytics-fueled site optimization

As part of Firstborn’s digital AOR relationship with L’Oréal Luxe brands, Urban Decay came to us with some practical needs for their current website—a platform migration and device-responsive capabilities. While under the hood, we noticed several opportunities to elevate the online experience and boost the site’s e-commerce abilities.

Our Analytics and User Experience departments partnered to examine the current site’s usage data and paths to purchase. Based on their analysis, we determined that the site’s navigation and checkout process could be streamlined—creating a straightforward guide throughout the site and ultimately offering a quick and easy purchase process.

We also restructured every page to fit each user’s needs—taking into account the browser, device, and past site actions such as favorited items or preferred settings. Finally, we partnered closely with the Urban Decay team to elevate the overall design and echo the brand’s premium status.

The new UrbanDecay.com offers an online experience that balances the practical needs of an online shopper without compromising the style and edge that women love about UD. 

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