Iakoe x About Face
Overview
About-Face is a beauty brand founded by singer, songwriter, and artist Halsey in January 2021. The brand emphasizes self-expression, creativity, and individuality, aiming to break traditional beauty norms. About Face engaged us to redesign their Shopify store with a dual focus: elevating the aesthetic to reflect their artistic and rebellious spirit, and optimizing the user experience to drive higher conversion rates across all devices.
- Theme development
- User experience design
Bold design, seamless shopping
Drawing inspiration from the brand’s rebellious, expressive DNA, we introduced dynamic visuals, layered textures, & custom animations that brought the brand to life—while ensuring fast load times & seamless functionality across all devices. Every design decision was grounded in UX best practices: we restructured navigation for easier product discovery, streamlined the path to purchase, & implemented responsive design elements that adapt fluidly to mobile & desktop. The result is a Shopify experience that feels as distinctive & daring as the brand itself—while driving measurable gains in engagement & conversion.
Balancing story telling & upsells
To encourage upsells & cross-sells, we integrated dynamic product bundling & “complete the look” recommendations that align with customer behavior & brand storytelling. To boost credibility & community connection, we featured user-generated content prominently throughout the experience—pulling in real customer photos, reviews, & social posts that celebrate individuality & showcase product results in diverse, real-life contexts. This blend of strategic merchandising & community-driven content turns each product page into a high-performing, conversion-optimized experience.
Rethinking the navigation
We restructured the navigation to make product discovery feel intuitive & effortless, especially for a brand with such a wide & expressive range. By simplifying categories & organizing them around how customers actually shop—by look, product type, or collection—we removed friction & simplified the exploration process. We introduced visual cues & subtle animations to guide users through the experience without overwhelming them, & ensured the navigation was fully responsive across devices. The result is a streamlined, visually-led navigation that encourages exploration while driving users more efficiently toward purchase.
Results
MOBILE SITE SPEED
CART TO CHECKOUT CONVERSION
CONVERSION RATE
