Pixel Perfection

Design

May 2, 2024

The Client

The Skinny Confidential is a well-known beauty and wellness brand with a strong digital presence, encompassing e-commerce, podcasting, and blogging. With millions of engaged followers, their online ecosystem required a complete redesign to unify their brand identity while optimizing each platform for its specific purpose.

The Challenge

The existing website was cluttered and inefficient, failing to provide a streamlined shopping experience. The brand identity was overly niche, limiting its appeal beyond its established community. The mobile experience underperformed, resulting in missed conversion opportunities. The store also lacked visibility due to competing promoted products from influencer partnerships. Additionally, the design needed to transition from an edgy and youthful aesthetic to a more sophisticated and inclusive one. The site structure was fragmented, requiring better integration between the e-commerce store, blog, and podcast. The blog, with 14 years of SEO value, needed careful migration to preserve rankings while minimizing the inevitable traffic dip from a major site launch. Lastly, the brand sought to shift its perception from a beauty-focused business to a broader routine and wellness brand, ensuring long-term scalability.

As a longtime follower of The Skinny Confidential, this project was a dream come true. Every detail- from seamless site integration to launching innovative new subscription bundles- was crafted with Lauryn’s vision and audience in mind. We didn’t just redesign a website, we elevated an entire digital ecosystem. The results speak for themselves. - Whitney, VP of Client Services

Our Approach

This project extended beyond a standard Shopify redesign into a full multi-platform transformation. The Skinny Confidential operates across three interconnected digital properties: a Shopify Plus-powered e-commerce store, a WordPress-based blog, and a WordPress-powered podcast site. Our strategy focused on seamless cross-platform integration to create a frictionless experience for users across all digital touchpoints. We enhanced the visual identity, refined the user journey, and prioritized a mobile-first design. The redesign implemented a unified brand experience with a consistent header, footer, and navigation across all platforms. The product detail pages were optimized with embedded video content from the founder, accordion-style FAQs, and subscription upsell options to increase customer lifetime value. Additionally, the site migration strategy ensured the preservation of SEO rankings, while future-proofing the digital presence for expansion into the wellness space.

The Result

The revamped website led to a 35% increase in mobile conversion rates due to mobile-first UX improvements. The introduction of curated product bundles and smart add-to-cart strategies boosted the average order value by 22%. The checkout process became 40% faster, significantly improving the customer experience. The brand's presence was strengthened, ensuring that The Skinny Confidential store now stands out against promoted third-party products. Cross-platform engagement increased, driving more traffic between the blog, podcast, and store. The meticulous SEO migration strategy ensured traffic stability post-launch, preparing the brand for further organic growth.

Why it Matters

This project highlights our expertise in high-end Shopify and WordPress design, brand elevation, and multi-platform integration. By combining a data-driven strategy with a refined aesthetic, we created a seamless e-commerce experience that positions The Skinny Confidential for long-term growth.

Disclaimer: The work showcased in this case study was led and executed by members of the Code & Cart team in their professional capacities prior to the formation of Code & Cart. The expertise, strategy, and execution detailed here represent their direct client contributions, and reflect the same high standards Code & Cart delivers today.