The Problem:
Our website experience was not reflective of the quality of our product. The company was struggling to justify premium prices on a site missing typical e-commerce features.
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The rebrand started in March 2025 and launched in November the same year: giving just 8 months to overhaul the entire website, test concepts, get executive + stakeholder approval, work with devs, and deploy changes.
The Solution:
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Redesign of the homepage
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Added tags like "New" and "Trending" on grid and detail pages
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Elevated fragrance descriptions​
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Calmer color palettes and a significantly decreased use of color: allowing our product to stand out, not our branding.
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Cleaner headers, footers, and a simpler way to select a Consultant.
The Impact:
Scentsy.com grew up! We received overwhelmingly positive feedback from Consultants and an improved shopping experience for customers.
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Personally, I greatly improved my cross-functional collaboration.The project required negotiation and compromise to meet the needs of both creative and strategic teams
Homepage
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After:
Minimized the site header. A unique challenge was keeping the Consultant name in the header as this is vital to the direct sales industry. Existing header was 165 pixels and redesign header is 103. I added "Get a rewards link" to the header which allows customers to quickly create an affiliate link. Resulting in a X% increase in affiliate link generation.
Streamlined the hero. When the site has a hefty header, a banner for Christmas shipping cutoff, a long CTA, I found that often times the product image fell below the fold. I worked with the implementation team to update our banner strategy, IT to develop code for banners, and the copy team to reduce our hero copy. We were able to ensure a photo or video of the product is ALWAYS above the fold.
Highlighted the breadth of categories. With our old design, shoppers had to scroll at least three and sometimes four mobile screen lengths to see our product offering. Using Baymard Research Institute, I was able to persuade stakeholders to shift our strategy to highlighting our product breadth at the top of the page instead of highlighting our join promotions.
Product Grid Page
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After:
Standardized the breadcrumb. The breadcrumb on desktop showed the whole path but mobile only had room to show the most recent page. By making the font smaller and changing the style, both mobile and desktop now have the full path.
Streamlined category heroes. Our large purple hero was a waste of space. We lacked copy guardrails which occasionally resulted in a paragraph at the top of the page. Between the padding, the paragraph, and the upsell, the add to bag button was often pushed below the fold (as pictured). By removing the purple, reducing the size of the subheader, and giving copy 90 characters max, the add to bag button is significantly above the fold!
Overhauled product photos. Worked closely with the photo team to update the product photography. Although they certainly did all the heavy lifting, I facilitated many meetings to discuss the ideal state for each product within our offering and created documentation to ensure our decisions were implemented in the future.
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Color background - this change allowed us to remove the grey border on the product cards and save ample space.
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Shoppers can see wax color​
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Changed angle of photos so shoppers can better conceptualize what our products look like beneath the packaging
​Updated wishlist icon.​ With the changes made to photos, we needed a new wishlist icon to work on dark and light backgrounds. The new icon has a dark outline with a white center: working on any background the photo team throws at us.
Added product status tags.
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New - Added a product start date attribute to all SKUs in our PIM so the system can independently determine if an item is new or not.
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Trending - based off a score a partner gives to products as shoppers interact with a product and add it to bag
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Bestseller - not live yet, but coming in the next few updates. Based off of two years of purchasing data
Added swipeable images. Product images have a different order on the grid page than the product detail page. On page load, a unique subset of images loads for each product so shoppers can see additional photos without clicking into the product page.
Product Detail Page
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After:
Carried over product status flags. This will allow shoppers who land on the detail page through search or a direct link to see if a product is new, trending, or a bestseller.
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Also added reviews to top of page. This element is clickable and navigates shoppers to expanded reviews.
Added photo preview. The carousel indicator isn't best practice so I added a photo preview to give shoppers a stronger indicator that there are more photos and a small preview to see if they want to scroll.
Brought the CTA button higher. The add to bag button was below the radio buttons (one time purchase and subscribe). The button now lives above the fold, allowing shoppers to add the product without scrolling.
​Updated description.​ It can be super challenging to sell fragrance online as fragrance is such a unique experience that can't be digitally duplicated. As we looked to make our e-commerce experience feel more expensive, I looked to other high-end fragrance companies to see how they handled fragrance descriptions. Their descriptions had more content and truly took the shopper along on a story.
I worked with our copy and implementation teams to write fragrance experience descriptions that include smells like, inspired by, and fragrance notes. These notes now serve as key attributes to improve our on-site search results. Also added a clickable fragrance family to enable shoppers to explore more fragrances in the family. See before and after below.
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After:
Always working on an improved user experience. To see how these changes look in live, check out scentsy.com