Tarte™
Website Redesign & SFRA Re-platform with Optimized User Experience and Custom Feature Enhancements for Tarte Cosmetics.
Overview
Through our proven design process, we optomized the Tarte Cosmetics customer experience by aligning user needs with the brand's business objectives. Leveraging key insights, we built an impactful user experience that enhances customer engagement and satisfaction.
This transformation will utilize the efficiencies and advanced features of the Salesforce Reference Architecture (SFRA) platform, ensuring a seamless, modern, and scalable digital experience for Tarte's beauty customers.
Opportunity
Tarte faced a need to upgrade from Salesforce’s legacy SiteGenesis platform to the more modern, scalable Storefront Reference Architecture (SFRA). This was the opportunity to address the need for a holistic redesign of the customer experience and leverage some of the native features of the platform while also enhancing the brand experience overall.
Discovery workshops to uncover insights into the current state & set the vision for our future.
Glean insights into the customer base with interviews & distill findings
Using insights found, begin to establish the IA and feature & functionality set with lo-fidelity wireframes.
Annotate intentions early allowing teams insights into the design intentions.
UI Explorations
A design library was created in Figma to establish a consistent visual language for the project.
Approach
To meet Tarte Cosmetics' need for an enhanced e-commerce experience, we executed a comprehensive end-to-end optimization in a condensed timeline. The solution was focused on integrating unique shopping and loyalty features while leveraging Salesforce Commerce Cloud’s Storefront Reference Architecture (SFRA).
We also leveraged the Salesforce Page Designer CMS to allow the merchandising team to quickly create campaigns without the need for additional development effort.
Solution
The redesign on SFRA delivered a scalable, performance-optimized platform that met the needs of Tarte’s growing customer base. The added personalization, loyalty, and subscription features significantly improved customer engagement, leading to increased retention and higher average order values.
Highlights
This was not done alone, with key contributions from Keoni Harrison, Rachel Doyon, Rachel Pritykin, and Mélissa Ketchandji. Together, we collaborated across design and strategy to deliver an enhanced e-commerce experience that exceeded client expectations and created lasting value for Tarte’s customers.