OPI

Design / Ecommerce Strategy / User Experience

A Polished Look: How We Sparkled Up OPI’s Ecommerce Design

Introducing a world of color for the legendary nail brand. Sweden modernized the design of OPI.com with a mix of styling features and tips linked to shoppable products, an updated and revitalized blog, and clearer guidance on finding the right nail polish just for you.

About OPI

When it comes to nail polish, brands don't get much bigger than OPI. For years they've been at the forefront of nail color technology, styles, and innovation, which is why they're the first choice for salons and nail artists worldwide.

Renowned for their vibrant and unique shades, the Wella-owned brand has built an enviable reputation and following through their constantly new collections, snappy product names ("Spring Break the Internet" and "NFTease Me"), and their vast array of content, from nail art tutorials to guides for salon owners.

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The Ask

The OPI team approached Sweden to help them design the global OPI online store as they migrated to Shopify Plus. The goal was to create a new vision for the world’s most popular nail brand that boasts a host of exciting new content and features that allow the OPI team to keep their army of nail artists and fans up to speed on trends, education and of course, elevate the shopping experience for the latest shades.

What We Did

After a deep dive into the brand’s new BVI, we presented two clear directions to the team, one leaning more heavily on the color aspect of the brand – going to town with the integration of color swatches, shopping by color features, and bright, bold imagery. The second path took a more community-led approach. Thanks to their huge following, we designed a concept featuring real-life nail artists worldwide to offer their styling tips and product recommendations.

OPI Website design

After our first direction was chosen, we took some of the community led elements from option 2 and began pulling together full design concepts for the core pages and building out prototype to make the site feel as real as we could before a line of code was written. Given the audience, mobile was clearly the focus, so it was here that spent time designing and fine-tuning features that reflect best on smaller screens.

Design for the New Era

After our first direction was chosen, we took some of the community-led elements from option 2 and began pulling together full design concepts for the core pages and building out a prototype to make the site feel as real as we could before a line of code was written. Given the audience, mobile was clearly the focus, so it was here that spent time designing and fine tuning features that reflect best on smaller screens.

OPI and sweden unlimited

As well as the consumer facing collections, there's also a completely separate range of products for Professionals. The challenge was to keep both of these audiences catered for on one storefront which meant establishing a series of styles and design rules for any products, tutorials or guides for Professionals only.

Working closely with the OPI team and development partner, we established the full functionality across all pages of the site. We translated the new BVI into a digital style-guide to establish consistency across all of OPI’s digital properties, from hero banners down to email marketing templates.

OPI NAILS Sweden Unlimited
OPI
OPI Mobile Website Design
OPI Mobile Website Design
OPI Mobile Website Design
OPI Mobile Website Design
OPI Mobile Website Design
OPI Shopify redesign

The new OPI.com has taken this legendary brand into the 21st century. With more engaging and inspirational content built around a seamless mobile driven shopping experience that allows the customer to quickly access their favorite shades and discover a range of new ones through tutorials, style guides and user generated content.

When we decided to fully replatform and redesign the site we knew we needed a partner to elevate the experience but also keep best practices intact. The Sweden team has been incredible in creating an experience for the brand that is consumer first and beautiful to the eye. What a great collaborative, innovative and knowledgeable team. OPI.com is now a great way to immerse yourself in the world of color, content and ecommerce.

LAUREN HILL
ERETAIL & PLATFORM EXPERIENCE LEAD, GLOBAL O·P·I

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