Blue Lizard

Case Study Highlights
Information Architecture | Product Strategy | Retail | B2C

Project Type
Short-Term Contract

Team
UX Designer (me)

Senior Creative Director (Bill Frohlich)

Senior Creative Director (Ben Glotzer)

Background

Blue Lizard aims to promote skin health and education about sun safety, focusing on both high-quality sun protection with their user-friendly products. The team wanted to restructure their information architecture to better showcase their product values, educational content, and their mission. Currently, their website can immediately take users to the retail side of the website and they prefer for that section to be less obvious.

My role involved redesigning the information architecture to shift the focus from driving immediate purchases to highlighting the brand’s value, mission, and sun care education.

Problem

The current website structure primarily leads users directly to purchase options, which overlooks the opportunity to educate them about the product's unique benefits, mission, and quality. This approach may hinder user engagement and brand loyalty.

Jumpin’ in Head First

To address these issues, I conducted a UX content audit to restructure their information architecture which involved:

  • Improving readability by decluttering redundant, excessive information

  • Reorganizing the content to focus on product value, brand mission, and essential sun care education.

  • Encouraging exploration by creating pathways for users to learn before they buy, fostering deeper connections with the brand.

  • Highlighting educational content about product benefits and skin safety.

  • Clearly communicate Blue Lizard's mission and values.

These wireframes went through a few iterations while working alongside the Blue Lizard Team. The below mockups were the final drafts that were passed to their visual designer to finalize.

Next Steps & Expected Outcome

The wireframes were passed off to the visual designer and copywriters to finalize and handoff to engineers.

With this new foundation I layed out for Blue Lizard we are hoping it will enhance user engagement, build trust in the brand, and ultimately lead to increased customer loyalty and sales over time.

Interested in the mobile views? Find it here.

Learnings

In this project, I learned the importance of taking users on a journey to learn about the product’s value and mission before immediately guiding them to shop. While increasing sales is a priority, it's essential to communicate the 'why' behind the product without overwhelming them to go to the retail section. This helps ensure they immediately understand what the value Blue Lizard offers.

Overall, it was great to work on this project for such a cool brand that really prioritize educating their users!