OGX Beauty
OGX Beauty is a brand dedicated to transforming your hair care routine into a moment of indulgent self-care. The brand believes in creating high-performance ingredients to nourish and strengthen your hair from root to tip. OGX aims to empower our consumers to express their individuality through healthy, resilient hair. Whether you're seeking to repair damage, enhance shine, or simply elevate your daily routine, OGX offers a range of collections designed to help you achieve your desired look and feel, confidently.
Project Overview
For our OGX website redesign, we wanted to champion contrast and clarity prioritizing accessibility and compliance with WCAG and ADA standards. By conducting audits, creating a new style guide, and refining the user interface, we aimed to create a seamless and inclusive digital experience for all users. This initiative ensures that the OGX brand is accessible to a wider audience, reflecting the brands commitment to inclusivity and best practices.
Role:
UX/UI Designer/ Researcher
Team:
1 Product Owner/ 1 Scrum Leader/ 1 Developer/ 1 Analyst
Tools:
Figma/ Adobe Photoshop/ Contentful/ Storybook
Kickoff
The website redesign began with a kickoff meeting with brand leads. We delved into business objectives, understanding the need to expand audience reach, and solidify an inclusive brand website. The existing site's visual design, particularly the problematic gradient and lack of mobile responsiveness, was hindering our goals. We outlined our plan, starting with a comprehensive audit, a design system overhaul, and mobile-first approach, emphasizing how improved accessibility would directly translate to a better user experience. By aligning our design decisions with business needs, we ensured the project would not just meet compliance standards, but also help drive strategic growth.
Process
Crafting the new OGX style guide was a blend of brand identity and accessibility. We replaced the problematic gradient with accessible background colors, refined the color palettes for WCAG compliance, and chose legible typography. We focused on responsiveness defining breakpoints and leveraging our existent component library ensuring consistent, accessible UI across devices. We prioritized cohesion, ensuring every design element contributed to a unified and accessible user experience.
Unifying the Global OGX Experience
Currently we are working to bring the UK OGX website off the Boots UK platform and onto our own, leveraging the accessibility findings and design guidelines established in our North America market redesign. This isn't just a migration; it's a strategic move to provide the UK audience with a consistent, brand-aligned, and an updated accessible experience. We're applying our refined style guide, component library, and responsive design principles to build a dedicated UK site that mirrors the improvements we've implemented. This allows us to have greater control over the user experience, ensuring adherence to our accessibility standards and allowing for future iterations and improvements. By moving the UK site onto our platform, we're not only creating a more cohesive global brand presence but also empowering the market with a more robust and user-friendly digital experience.
Impact
The accessibility and usability improvements implemented from 2024 to 2025 yielded significant positive results. Notably, we saw a 3.42% retail exit rate from our consumers on the Product Detail Pages (PDP) in 2025, a substantial increase from the 2.19% observed in 2024, indicating a stronger conversion pathway. Furthermore, the bounce rate for the "Where to Buy" page plummeted from a high of 49.05% in 2024 to a mere 6.10% in 2025, demonstrating a dramatic improvement in user engagement and page relevance. These metrics highlight the effectiveness of our design and accessibility enhancements in driving conversions and improving user experience.
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Product Detail Page (PDP)
Retail exit rate 2.19% in 2024 increased to 3.42% in 2025
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Where to Buy Landing Page
Bounce rate on the page went from 49.05% in 2024 to 6.10% in 2025
In Summary
The OGX website redesign project was a comprehensive undertaking that successfully transformed a visually fun but inaccessible platform into an inclusive and user-centric digital experience. By prioritizing accessibility through audits, style guide enhancements, and best practices, we not only achieved WCAG and ADA compliance but also significantly improved key performance metrics.
The large reduction in bounce rates on the "Where to Buy" page and the substantial increase in retail exit rates from PDPs demonstrate the impact of our efforts. Furthermore, the future migration of the UK website onto our platform, leveraging our refined design guidelines, ensures a consistent and accessible brand experience globally.
Of course our commitment doesn’t end here, we will continue to improve by identifying and addressing any remaining and future accessibility barriers. By further exploring and learning about emerging accessibility standards and technologies we can ensure that our platform remains up to date and at the forefront of inclusive design.
Ultimately, this project underscores the critical importance of integrating accessibility into the core of digital design, resulting in a more engaging, inclusive, and ultimately, more successful online presence.