Aera

The Problem:

Aera was looking to rebuild their site with a renewed look and feel, better performance, and an improved fragrance browsing experience. Users were often having trouble finding fragrances they enjoyed, and not understanding the benefits of their diffusers compared with others on the market. The website lacked a strong narrative and brand presence to set them apart. We also found through initial quantitative data analysis that users were toggling to lower-priced diffuser products without considering their full-size product, likely due to the cost (this was later validated through a qualitative study).

The Solution:

We optimized the website experience by improving the overall usability, and simplifying the purchasing journey. Along with this we improved the fragrance browsing experience by placing scent filters prominently on collection pages, and improving the PDP experience of fragrances with social proof, scent profiles, and images of product ingredients. Add to cart and users starting checkout increased after launching site improvements, and we saw higher engagement of elements on the site. The website now has an easier path to purchase, and a visually engaging, simplified design. More users are completing the journey from product discovery to checkout. The site was built intentionally with reusable elements and a well-defined design system for continued optimization.