In 2012, TRESemmé redesigned their YouTube channel from a UX and design perspective to allow for easier discovery of their content. Towards the end of the year, Unilever performed an internal research study on how best to optimize the channel, which brought up this redesign. The research showed that there are a number of key areas that should be addressed in order to improve the user experience. Our challenge was to improve the navigation and content sorting/architecture, and to optimize discoverability on the channel.
Our primary audience was the Savvy Style Seeker (Females 18-34, who are in transition in their lives, they're fun loving, fashionable, and in-the-know). The Savvy Style Seeker is a visual learner, her Google is YouTube. She follows fashion and hair trends but she doesn't have a ton of disposable income to be at the front-edge of fashion every season. Many Savvy Style Seekers agreed that they look for changes because they are bored, which means that the content needed to be organized in a way that allows for guidance, inspiration and discovery. With YouTube, she wants to be shown the way. She can do her hair herself, she just needs to be shown how.
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ART DIRECTION, WEB DESIGN, INFORMATION ARCHITECTURE