KUDOS
The solution to renewing professional beauty licenses without the boring dread.
WHAT I DID
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Digital Development
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Marketing
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Social Media Management
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Community Management
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Partnerships
WHAT I USED
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UX/UI Design
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Analytics (bounce rate)
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Target Market Research
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Linked In
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Copywriting
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Photography
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Collateral Print
Unless you're a beauty professional, you'd probably have no idea how these individuals stay up to date with their state issued license to operate. Unfortunately, earning these continued hours requires watching many hours of monotone and boring videos. Low and behold though, Kudos has arrived...
Kudos is an online platform that offers a much more rewarding experience when renewing Cosmetology and Esthetician Licenses. Founded by Megan Deterling, an Esthetician herself, she was determined to change the game by providing engaging videos with modern trends and informative videos guiding professionals how to strategically run their business.
Just like many entrepreneurs flows of cash are put towards marketing and web design, but sometimes the branding doesn't align and there may be small nuances overlooked in design that may be causing customers to leave the website.
The business challenge: Kudos was experiencing high bounce rates on their website, resulting in lost sales. They needed to determine the cause and redesign their website for better user retention.
Website
Hero section (before)
UX AUDIT:
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Hero section lacked a
Call to Action and was wasting valuable real-estate -
Login button was too close to the model and looked crowded
- A Call to Action needed copy to inform users what and where they were going
Ideate
HIgh-Fidelity Deliverable
UX SOLUTIONS:
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Redesigned key sections of the website by improving usability using best UX/UI practices
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High-Fidelity wireframes were created to allow client to quickly make decisions and to send to developers
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Enhanced visual design to better align with branding
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Streamlined user interaction with CTA
Marketing campaigns/UX design
Previous Design
UX OBSERVATIONS:
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Previous email campaign had no visual elements that were aligned with the websites branding i.e. photos
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Not all elements were mobile responsive
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Usability was difficult with crowded elements
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There was only 1 CTA at the very bottom of the email
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Emails were targeted to all subscribers/users
UX SOLUTIONS:
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Email was redesigned with visual elements to create consistency for user for multiple touch points
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Functionality was tested for mobile responsiveness
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Elements were spaced out for usability and ease of navigation
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Multiple CTA's were used to increase website traffic
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Users were categorized by salon suite franchise and targeted with custom coupon codes ie "Sola 22"
Social Media
MARKETING SOLUTIONS:
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Linkedin hero image updated to align with brand color and imagery from Kudos website
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Megan's profile picture, job title, and about section updated to create a professional yet simplistic esthetic
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Linkedin posts were created with content from Kudos website with engaging copy (first person voice) and CTA for website leads
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Beauty and license related hashtags were used to target individuals within the beauty industry
Collateral
Ground level marketing
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WHAT WAS CREATED:
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(To the left) Flyers with QR codes were created to pass out to beauty supply stores to give to beauticians seeking to renew their license. We targeted these supply stores with the knowledge that at checkout many conversations are had between the beauticians and cashier about resources.
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(To the middle) A digital/physical flyer with Kudos mission statement was developed for business partnerships. This specific flyer successfully landed Kudos a partnership with Salons by JC which in all gave Kudos a reach to 4k + stylists.
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(To the right) A sheet of multiple cutouts with seasonal coupon embedded in a QR code were used for gift baskets given out to salons and beauty supply stores.