holistic ux

my role

When I joined NailSnaps in July 2015, I was charged with evolving the limited capability MVP into a fleshed out ecommerce platform with the ability to market and message customers across the entire brand ecosystem.

NailSnaps has since been bought by Minx Nails in 2019.

COMPARATIVE ANALYSIS

Many NailSnaps customers use Instagram and Pinterest, so I conducted a heuristic evaluation  across social media and nail art fan sites.

USER INTERVIEWS

My intern and I interviewed 21 NailSnaps users about their nail grooming habits and behaviors to determine their needs and goals.

USER PERSONAS

We mapped out the traits of our users and grouped common behavior patterns to create distinct, goal-based personas.

SKETCHES

I sketched multiple solutions for each new feature to test and iterate various possibilities.

WEBSITE REDESIGN

The NailSnaps founders and I completed a 5 day design sprint to test new ecommerce messaging. We used the insights gained to redesign our site.

Guerrilla USER TESTING

I conducted user testing at an outdoor mall using paper an interactive prototypes with women in our target demographic.

DEVELOPMENT COLLABORATION

I worked directly with the development team to communicate design intent with interactive prototypes, regular calls, and clear annotations.

• Since the Sept 1st relaunch of our website there has been an 8x increase in website sales (as of Dec 2016).

• Average app user session is 5 minutes.

• Since I joined NailSnaps in July 2015, our social followers have increased 4.5 times (as of Dec 2016).

• As of March 2019, NailSnaps was successfully acquired by Minx Nails

EMAIL MARKETING

I created a new style guide for email to bring direct marketing messages into alignment with our overall brand.

PACKAGING

To improve first time product trial, I created a new shipping envelope that reinforces brand messaging, and simplified package instructions.

BLOGGING + VIDEO TUTORIALS

I created the NailSnaps blog and video tutorials to educate our community on ways to use NailSnaps.

SOCIAL MEDIA CONTENT AND MANAGEMENT

I was also part of the team that handles our social media. Responsibilities included:

• Content curation and organization our monthly shot list

• Creating engaging captions

• Responding to comments

• Photography

• Photo manipulation + retouching

• Hand modeling 🤘🏼