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."
An Interactive Design Approach
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.
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.
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.
- Surratt Beauty
- Ecommerce Development
- User Experience
- Platform Development