Surratt Beauty

A Shopify Plus site for the Japanese-inspired makeup brand

Sweden Unlimited helped the innovative and personalized makeup brand launch its first-ever global e-commerce website, built on Shopify Plus. With the brand’s strong DNA as our guide, the site design and build were thoughtfully crafted to ensure scalability as the brand continues to grow, while also staying true to its unrivaled ingenuity and mastered craftsmanship. With a mobile-first approach, our designs were focused on lifting the brand story through an immersive and fluid user-experience. We created custom UX and UI features to enhance the user’s interaction with the site as well as with each product.

Client
Surratt Beauty
Visit
surrattbeauty.com
Year
2019
Type
Ecommerce
Beauty
Services
Ecommerce Development
User Experience
Platform Development
Design

About the Brand

Born in Japan, raised in New York, Surratt creates sophisticated, superior quality makeup that delivers uncomplicated, pro-level results. Created by Kevyn Aucoin apprentice, Troy Surratt, Surratt features artistic products that are truly bespoke, using Japanese ingredients and technology for premiere quality and innovation.

"Innovation is one of the most important things to me."

—Troy Surratt

An Interactive Design Approach

Design Review

An Emotive Homepage

With Surratt’s core mission of bringing ingenious innovation to the world of beauty at the forefront of our designs, we wanted to reiterate the brand’s strong DNA upon site entry. Therefore, the creative direction was set to highlight the brand's core promise to deliver an experience through customizable products, superior formulations, and unrivaled functionality.

As we designed the homepage, we took an iterative, user-first approach to the brand story by incorporating Troy Surratt's artistic aesthetic with animated UX elements. We wanted to create a unique, clean, and distinct interface that conveyed the strong Surratt identity with an elevated tone that would invite and encourage users to explore the world of Surratt.

We also incorporated the brand's strong social presence on the homepage to highlight the world of Surratt and emphasize the brand's range of products and best-sellers.

Design Review

A Purpose-Driven PLP

Incorporating best practices, we ensured that the key information for each product is displayed on the product listing page, such as the product name, view-on-hover image, price, and relevant badges (new, bestseller, sale, etc).

To make the user journey even more streamlined, we incorporated a custom "add to cart" option on the PLP that would enable the user to purchase without moving away from the page. This allows for more conversion opportunities while enabling the user to continue viewing the products without having to make a final checkout.

Design Review

A Simple & Intuitive PDP

On the PDP, strong imagery and must-know key information are positioned above the fold to create an immersive experience that would impactfully connect the consumer to Surratt's brand and provide full clarity around the product being viewed.

We knew that the consumer would need strong visuals and copy that includes ingredients, how-to, and tips as both a bulleted list and plain text. With both, we ensured that the descriptions were creative, engaging, and insightful and would anticipate potential buyers' thoughts without having to navigate with any clicks or directs to drop-downs or tabs.

Client
Surratt Beauty
Visit
surrattbeauty.com
Year
2019
Type
Ecommerce
Beauty
Services
Ecommerce Development
User Experience
Platform Development
Design

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