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War Paint – Shopify Audit for Makeup for Men

Role

Lead Designer

Services Provided

Bespoke Shopify Design & Development, Performance Optimization, Internationalization

Industry

Beauty & Cosmetics

Date

Designed during my time at Charle Agency (2023)

Website

War Paint

Goal: Help War Paint, a makeup brand for men built to break the stigma that makeup is solely for women, audit and grow their existing Shopify store against specific KPIs. Role: Lead Designer. Approach: Audited the existing store and provided strategic design guidance across a range of requirements, including new onsite features such as a real-time countdown timer for a Christmas campaign. Outcome: Delivered targeted improvements to the store's KPIs and seasonal conversion features, supporting War Paint's mission-driven growth.

As the lead designer on the War Paint project, I worked closely with our development team following the in-depth design and auditing phases to bring the vision for the online store to life. My design direction was central in shaping a high-performance site that made full use of Shopify’s latest technology and best practices. War Paint aimed to incorporate dynamic, visually rich features—such as scrolling animations, countdown timers, auto-playing HD videos, and 3D product visuals—so I carefully balanced visual impact with performance to ensure seamless, fast-loading user experiences. A key objective was to optimise the conversion funnel, particularly from the product page. I completely reimagined and redesigned the template to guide customers more effectively through their journey, which led to a significant uplift in engagement and conversion.

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