Creating a lifestyle driven e-commerce experience

We redesigned the Bevel e-commerce experience to drive conversions through design.

Walker & Company's purpose is to "make health and beauty simple for people of color". In the light of fulfilling this purpose, Bevel is Walker & Co's brand that specifically caters to the male demographic. Walker & Company was acquired by consumer goods multinational Procter & Gamble late 2018.

Challenge

Driving conversions through design

Walker & Co's reached out to us to help them drive Bevel conversions through design. Amongst other things the product subscription conversions needed to increase and the checkout flow could do with some design love as well. Overall the entire e-commerce experience would benefit from sophisticated design touch ups and a stronger emphasis on lifestyle. And that's where we came in.

This style board references designs from other products. We are not associated with these images.

expanding and structuring

Adding to an existing style direction

Although the Bevel team had already laid the groundwork for a style direction, we knew there was room for improvement and expansion. We suggested a more prominent role for the DinPro typeface, which used to coexist with a small-set and hard-to-read serif typeface. Amongst other things we proposed creating a consistent grid system and taking on the existing color palette.

Needless to say all neatly structured and organized in a design library with reusable design components.

Visual of Button handoff.
Visual of Button comment.

developer handoff

Passing the baton

Unlike most of our client projects the Bevel renovation project didn't include front-end development from our side. So after doing our metaphorical design lap we would pass the baton to the talented development team over at Bevel. To smoothen this process we used Zeplin for developer handoff, a trusty tool our team has tons of experience using.

“After working with Yummygum at one company, I hired them again for the next. It's difficult to find creative agencies that care, can project manage efficiently, and take user problems and think about holistic solutions; these are 3 of many things they do incredibly well.”

Romy Macasieb — VP of Product Management at Walker & Company Brands

on all devices

The ultimate e-commerce experience on all sizes

While mobile had taken a back seat to the desktop web experience before this would change with the design updates. We thought out how every single page would look and feel when viewed on smaller sizes, like on mobile devices.

Spotlighting the products

Sophisticated product cards

Bevel has some of the most amazing product design seen in the mens health and beauty industry. We contained single products in sophisticated cards design that would show both the product details, actionable triggers and of course the beautiful product; all visually balanced to usability perfection.

Before-and-after

Compare the difference we've made

Thousands of words can be written about all the little details that make the design updates work. But few words can express the whole of changes. Slide the knob on the image below to compare Bevel landing page before and after we sprinkled Yummygum magic over it.

before

after

Looking for a (re)design too?

Interest in finding out how we can help you improve your (e-commerce) product like we did for Bevel? We'd love to see how we can work together!

Get in touch