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T3 produces advanced, long-lasting hair styling tools. Those are good attributes from the consumer perspective but present challenges for the business. T3 selected Guidance for a multisite platform upgrade that would also reflect their brand promise, create complementary purchase opportunities, and encourage ongoing engagement.
Part beauty venture, part tech start-up, T3 launched in 2003 with a mission to reimagine the hair styling experience for women, by creating an advanced set of hair styling tools. They describe their products as "technology forward, fast working, designed with high performance and better results in mind." The products are also reflective of their ideal customers: smart, confident, dynamic, and sophisticated. The design of their products, as well as the redesign of their sites, needed to mirror that profile.
“To the Guidance team… EXTREMELY WELL DONE”
With a spacious design in place to highlight the best attributes of T3's products, Guidance turned its attention to one of its own particular strengths, the checkout process. With so many years of experience in the Magento ecosystem, Guidance's developers are well versed in taking the out-of-the-box feature set offered by Magento and customizing it to create a checkout process that not only improves conversion rates, but also ensures that the transactional experience feels like it's a natural extension of the brand experience itself.
The variety of platforms was one challenge. Time would prove to be another. Magento 1 was nearing its end of life, so it was imperative that the T3 U.S. site make the transition to Magento 2 as soon as possible. Even though it often takes years to build out a feature set like the U.S. site had, the need for speed in the relaunch was imperative. The need to manage all the moving parts without breaking anything was also imperative. And part of the plan also entailed moving the AWS production stack from Europe to North America.
Ultimately, Guidance developed a phased approach with rolling deployments. The EU stores were operating at the most recent version of Magento as compared to T3's other sites, but not at the most updated version available. So the initial steps involved bringing the rest of T3's sites to the same state as the EU sites. Then, after testing on a stage server to ensure the sites wouldn't all break on rollout, Guidance performed what was internally referred to as "The Great Code Merge," which brought all 13 sites into one code base and up to the most recent minor/patch version of Magento available.
Upgrading to the most advanced version of Magento also unlocked the full potential of their Page Builder extension for T3. Guidance extended the default functionality of their Page Builder install to support T3’s new CMS content needs. Everything is customizable via their admin tool, from the item-level content all the way up to their category output and product data attributes.
Beyond the extensions, Guidance also developed personalized widgets from scratch for T3, allowing them to easily experiment with the design and layout of their product listing pages (PLPs) and product detail pages (PDPs) without compromising the frontend experience. T3 can keep their site fresh with options for different sets of carousels for imagery and text features, with customized product lists and setups. For the PDPs in particular, Guidance developed attribute sections that can be enabled and disabled as needed, to add variety to the presentation of each product.
“Extremely well done. Congratulations!”
Guidance brought 13 global ecommerce sites into one code base on Magento 2 for T3, while redesigning their sites to confidently showcase their premium products and appeal to their sophisticated audience.
The project supported T3's business goals to increase conversions, revenue growth, and customer engagement, while making the sites easy to manage.
Silver Winner - General - Beauty + Cosmetics
Silver Winner - Best User Interface
Platinum Winner in Interactive Brand Experience
T3 engaged Guidance for an ecommerce project that required a unique combination of upgrades, migrations, and replatforming. Speed to launch was a must, as was a holistic approach to creating a new brand narrative around their products.
After gathering data through interviews and analytics, Guidance developed a modern, fresh, and uncluttered design, creating an elevated yet relatable brand experience. A series of rolling deployments brought all 13 global sites up to the most recent Magento 2 instance, making all the benefits of Page Builder available to T3 as well.
Consolidating all of T3's sites on the a more modern ecommerce platform, with unified functionality, gives them complete control of their content output behind the scenes, without compromising the look they present to the world.