Miss Sporty brings you colourful, quirky products for your make up bag, at affordable prices. Catch were tasked with bringing their website into the 21st century by moving away from the previous very limited and rapidly ageing Flash site and embracing Drupal 7.
We wanted to design and build a website that showcased their wide range of cosmetics, whilst shortening user journeys to find key information and making the site easy to navigate. We also aimed to promote a sense of community around the brand by tying in with Miss Sporty's presence across social media.
The brand have a youthful and fun personality, and we wanted to reflect this in their website. We took the playful and creative nature of the brand and translated that into bright designs, playing on both the colour and the texture of cosmetics to bring the site to life. Creatively this is evident in the use of the 'splashes' around the site, playfully showing off bright colours and the textures of the products.
Miss Sporty identified their key consumers as 13-20 year olds who wanted to have fun with their makeup and experiment with it, but who were also likely to be new to makeup user. Playing on this knowledge we made the tutorials section core to the site by keeping the 'Beauty Bible' prominent in the top level navigation, but totally re-designing the area to give it a fresh new look. We added video functionality and allowed cross-promotion with related content and products displayed on each page.
"Mobile first" is core to this concept and we recognised that the target audience spend a large amount of their time browsing on their mobiles, particularly on Facebook, and the site is designed to accommodate this. We used the Facebook commenting plugin to allow fans to easily leave comments on products and Facebook also has a role in newsletter signups by helpfully pre-populating the form, reducing barriers to sign up and increasing the quality of the data captured.
The 'Hot looks' section is the perfect place for all of Miss Sporty's social feed to be pulled together in one place so fans have somewhere to look for the latest trends in the beauty world! Using isotope (http://isotope.metafizzy.co/) we built the page to pull through not only content from Miss Sporty's own social pages, but also user-generated content tagged with the brand name and hashtags #misssporty and #misssportymakeup from both Instagram and Twitter. This meets the brand's desire to promote a sense of community through the website by recognising their fans' attraction and loyalty to the brand as their go-to for exciting and fun makeup.