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Interface 01
Interface
01
UX STRATEGY 02
UX Strategy
02

Parsa:
Responsive Website

PARSA is the leading supplier of hair and beauty accessories in Europe. Their product assortment consists of more than 4000 products with an overall sales volume of more than 70 million in 20 countries per year.

Challenge:
Despite PARSA's success, end-consumers were barely aware of their brand. Our goal was to build a platform that communicates PARSA's brand values, builds up lasting consumer connections and sets up the company's e-commerce presence. 

Role
Digital Product Designer & Art Director
Scope
Product Strategy, UX Strategy, UI Design
Client
PARSA Beauty,
Agency:  LOOP
01
Interface

An interface to engage

The PARSA online environment was dedicated to seamlessly combine carefully crafted content with commerce. Customers could engage with the brand by browsing through relevant editorial content while simultaneously exploring the product range.
Predefined brand guidelines
The look and feel of the new platform was based on PARSA's corporate identity including typography, colors and the logo.
Custom CAtegory Icons
To highlight and visually represent the top-level product categories in the main navigation I created custom icons for each.
Sticky Navigation
The navigation structure was designed with a strong focus on the PARSA product assortment. We built a custom sticky navigation that would reduce its height once the user starts scrolling.
Homepage
The homepage concept was built around the idea of instantly giving a strong and quick impression about the brand identity. That included introducing the users to an engaging, relevant mix of content, to the product assortment and the joyful brand tonality itself.
MOBILE UI
Beauty on the go. The mobile version was designed to function perfectly on portable devices, allowing the users to gain valuable information to support their purchase decisions in stores.
02
Ux strategy

A compelling experience

The UX strategy was driven by the goal of opening a conversation with consumers and hooking them onto the brand. The website concept consists of a modular system to remain flexible for future iterations.
Solving the key challenge
By the time PARSA approached LOOP they had a high market share but since their products were exclusively sold in retails markets, the brand itself was not well-known among customers. To create brand awareness their goal was to establish a meaningful online presence.

Their key problem was that most of PARSA's products were day-to-day commodity items like hair brushes or tweezers. We had to come up with a strategy that would emotionalize their assortment and build a brand image well beyond the online platform.

Our solution was to connect products with useful information and inspirational content. Providing more valuable and relevant context to the products would reinforce brand recognition and, in the long run, more sales.
A flexible design system
When starting out it was clear that the website would not be developed as a final product. The website would evolve and improve further over time based on realtime user and market feedback. This led to the decision to set up a flexible design system. The framework consisted of different, unique components that would be both interchangeable and reusable within the platform.
Merging content and commerce
The content-commerce approach was not only important from a brand experience perspective, but it also had a huge impact on the user flows on the page itself. Knowing that the on-site time for users increases significantly, the information architecture and individual page structures were set up so they would perfectly enable nonlinear user-flows.
Showcasing the products
Since PARSA offers a broad assortment, the interface for the product catalogue had to be clean and structured with well-thought-out filtering options to help the user to find the right products within a category. 
The detail page featured big product shots and in-depth information including valuable tips on how to use or clean the products.
Final Thoughts
We started the concept and design phase with an in-house kickoff workshop together with PARSA. Thereby the whole team was able to get a good grasp of the problem space and PARSA's business goals early on. Having aligned on a personal level was especially helpful in later conversations and lead to a smooth design process.

PARSA was really happy about the final outcome. It perfectly matched their expectations – visually but also from a conceptual perspective and would allow them to reach their goal of evolving into a successful e-commerce platform later on.
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