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“No cuts. No color. Just blowouts.” It started as a unique hair blowout only concept and has expanded into a chain of over 150 locations (or “shops”) and more than 100 products. Founded in 2008, Drybar is a California-based chain of shops that offers a bar-like feel for hair blow drying services and a growing product line (created specifically for the perfect blowout) sold through Drybar franchise shops, Sephora, Nordstrom, Ulta and Macy’s and online. First launched in 2013, the Drybar collection of products, all named with a bar-themed reference, helps people recreate the blowout shop experience in the comfort of their home.
Guidance successfully transformed the dark gray website into the lemony fresh feel of walking into a Drybar location. To match the bright white shops, the website was overhauled with an all-white background with touches of gray to match the marbled gray accents in the store locations. The bold and vibrant yellow hues of their products stand out and live up to their high price points and professional-grade quality. By bringing the brand voice and tone from their shop style guide into the website, Drybar now presents a unified look and feel across all customer touchpoints including marketing elements used in email campaigns, POS signage and across the website experience. This has helped to cement the already familiar brand personality users knew and loved into the new site.
Part of the newly redesigned website aesthetic was ease of product findability. Drybar products have cocktail-inspired naming conventions (ex. Blonde Ale, Triple Sec, On The Rocks, etc) but the products can be vague to a new customer not familiar with the specific usage. The new UX solution solved for any confusion over product by providing an easily understood categorization system and user-friendly filters that allow users to quickly find or discover products based on their own hair needs. Once a customer lands on the Product Description Page (PDP), they are met with a newly reworked page that represents best practices for product display. Guidance refined the text content presentation and created separate segments of the page to house different content in a clear and meaningful way. Information about ingredients, benefits, usage and reviews are clearly presented while the Add to Bag button is prominently displayed next to the product in the brand’s vibrant yellow.
A large part of the replatform consisted of migrating the existing customer information to ensure a seamless transition. The migration was large and had to be finished quickly to ensure zero downtime. Guidance helped Drybar migrate almost 2 million records to Magento 2 which included customer information, wishlist data, prior purchases, browsing history along with many other data points. The entire migration was seamless with zero downtime and without impact to the end customer.
Drybar has an extensive video library of tutorials and style guides for their customers. Unfortunately, many of those videos were hidden by the sheer number of videos available to browse and watch. To help customers find the perfect tutorial, Guidance created a video landing page of the entire collection and ensured each video behaved as a fully searchable product. In essence, the video landing page is a product landing page where the video is the product: it is fully taggable, searchable and filterable. The video description page offers customers the unique ability to add the products used in the video to their cart and creates a cycle of video watching as each video page has further video recommendations. The how-to videos and tutorials remove a barrier to purchasing Drybar products because they’re informed on proper usage and desired results. After all, customer education leads to conversions.
Drybar wants to ensure their products can be used and loved by all. To that end, they’ve embarked on a journey of full Web Content Accessibility Guidelines (WCAG) compliance. The WCAG covers a wide range of suggestions to comply with ADA standards. By following these guidelines, Drybar is making their content more accessible to a wider range of people with disabilities including blindness and low vision, deafness and hearing loss and, humans cognitive limitations or a combination thereof. In fact, following these guidelines helps make the content on their website more user friendly for all general users.
The experience of walking into a Drybar location has been successfully matched when entering the new website. The dark gray website has been transformed into a bright and lemony fresh experience throughout each brand channel. Upgrading the platform architecture has given Drybar increased speed and security while customizing the Page Builder widgets has provided the marketing team with the flexibility to publish content without the need for long development cycles.
The implementation of a powerful search tool has given customers the ability to find specific products or discover new ones. The search tool also brings up the extensive library of how-to videos and blowout tutorials for at-home styling--this has been particularly useful during the pandemic when all blowout shops were forced to close. Subscription automation with access to vaulted payments gives customers the flexibility to order products on a recurring basis and change payment methods with ease.