Case Study
Briogeo
About the Client and Project
Briogeo is a haircare brand committed to creating clean, effective, and inclusive products for every hair type and texture. Founded on the principle of using high-quality ingredients, Briogeo offers a range of products free from sulfates, silicones, parabens, and other harmful chemicals. The company emphasizes sustainability through eco-friendly packaging and ingredients sourced with care.
Briogeo’s approach includes innovative solutions for diverse hair concerns, from repairing damaged hair to managing frizz, thinning, and scalp issues. Their best-selling products, such as the “Don’t Despair, Repair!” mask and “Scalp Revival” shampoo, are renowned for their effectiveness. The company also focuses on offering personalized recommendations through hair quizzes, ensuring customers find the best routine for their needs. With a focus on quality, inclusivity, and sustainability, Briogeo continues to be a leader in clean, performance-driven haircare.
Project Duration
Underway 9+ Months
As per Requirements
Background and Strategic fit
Briogeo was founded to offer high-performance, clean, and inclusive haircare products. The brand focuses on natural ingredients, free from sulfates, parabens, and silicones, catering to all hair types and textures. Briogeo aligns with the growing consumer demand for clean, cruelty-free beauty products and sustainability. Its strategic focus on personalized care, eco-friendly packaging, and ethical ingredient sourcing taps into the clean beauty trend, helping build long-term customer loyalty.
Challenges faced by Briogeo :
- Standing out in a crowded haircare industry with many brands offering "clean" products.
- As more brands embrace clean ingredients, standing out in a crowded market could be challenging.
- Sourcing sustainable ingredients and packaging, while maintaining quality and affordability, can be complex.
- Even with a loyal following, increasing visibility in a competitive industry may require ongoing marketing efforts.
- Scaling their offerings while maintaining the core brand identity and quality may be a balancing act.
Briogeo called on Devinlabs to address key challenges, enhance the platform’s usability, and improve the overall customer experience. The project aimed to optimize the product discovery process, increase customer engagement, and ensure seamless functionality across digital touchpoints. The goal was to streamline the shopping experience, amplify brand visibility, and promote sustainable practices, ultimately driving growth and solidifying Briogeo’s position as a leader in the clean beauty space.
Services Offered
Hair Care Products
Briogeo offers a wide range of hair care products, such as shampoos, conditioners, treatments, and styling products, formulated with clean, natural ingredients.
Personalized Hair Care Quiz
The website provides a personalized hair care quiz to help customers find the best products suited to their specific hair types and needs.
Subscription Service
Briogeo offers a subscription option for regular deliveries of their products, ensuring customers never run out of their favorite hair care items.
Sustainability Commitment
Briogeo emphasizes sustainability in their sourcing of ingredients and packaging, aiming to minimize environmental impact.
Educational Resources
The site includes tips, tutorials, and product guides to help users make informed decisions about their hair care routines.
Gift Sets & Kits
Briogeo offers curated gift sets and kits for specific hair care needs, ideal for gifting or for those seeking a comprehensive routine.
Rewards Program
Briogeo has a loyalty program that allows customers to earn points for purchases, reviews, and referrals, which can be redeemed for discounts or free products.
Customer Support
Comprehensive customer service, including FAQs, order assistance, and product consultations.
Challanges
01
Navigational Complexity
- With a wide variety of products, tutorials, and guides, the site could become overwhelming for users if not well-organized. Ensuring clear navigation and product categorization is key to retaining customers.
02
Personalization Accuracy
- While the personalized hair care quiz is a great feature, ensuring its accuracy and that users are recommended the most suitable products for their needs could be challenging. If recommendations don’t align with customer expectations, it could affect customer satisfaction.
03
Mobile Optimization
As mobile shopping continues to grow, ensuring that the website is fully optimized for mobile devices, with smooth navigation, fast loading times, and a seamless checkout process, is crucial. Poor mobile experiences could drive potential customers away.
04
Sustainability Messaging
- Briogeo’s commitment to sustainability is a strong selling point, but ensuring that the messaging around sustainable practices is transparent and clear on the website is important. Customers are increasingly aware of “greenwashing,” and failing to deliver on promises could harm the brand’s reputation.
05
Global Reach and Shipping
- Briogeo may face challenges with shipping logistics, especially as they expand internationally. Offering seamless, cost-effective global shipping and managing international regulations could be a hurdle.
Courier API Integration
User Flow
User Flow in website design refers to the sequence of steps a user takes to accomplish a task or reach a goal. It involves guiding users seamlessly through various pages and interactions to ensure a smooth and intuitive experience. By optimizing user flow, designers enhance usability and increase user engagement on the website.
Optimizing UX: Crafting a Research Plan
Crafting an effective research plan for optimizing user experience involves defining clear objectives, selecting appropriate methodologies, and gathering relevant data. By meticulously planning each step, designers can gain valuable insights into user behavior and preferences, informing iterative improvements to the product. A well-executed research plan is instrumental in creating user-centric designs that resonate with the target audience.
Design System & Style
We developed a design system to enhance consistency and streamline the client’s workflow, saving time during feature development. This initiative aims to elevate the website’s overall process and user experience, ensuring efficiency and cohesion across all aspects of design and implementation.
Demos And Pages
Focusing on limitations often fuels creativity and efficiency within Briogeo, preserving its commitment to sustainable beauty. As a result, the team is composed of individuals who are not only highly knowledgeable and skilled but also possess a passion for innovation, driven by the inherent values and goals of the brand.
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