E-Commerce Refresh
Manscaped
Client
Product Design, Experience Strategy
Services
2023
Manscaped set out to refine its online shopping journey, tackling challenges in pricing transparency, product display consistency, and navigation. Customers struggled with unclear subscription terms, an inconsistent product browsing experience, and friction in the checkout process. Our approach centered on three key improvements: making pricing more transparent to prevent accidental subscriptions, streamlining product display pages (PDPs) for efficiency, and enhancing navigation to reduce drop-off rates. By aligning our strategy with Manscaped’s business goals, we aimed to create a seamless, scalable direct-to-consumer experience.
Over the course of 10 weeks, we restructured the site’s product taxonomy, ensuring all 52 products were categorized intuitively. We developed user personas to inform more personalized content and introduced a flexible PDP system that improved brand cohesion and accelerated product launches. One major challenge was the Peak Hygiene Plan (PHP) subscription placement, which led to accidental enrollments. While stakeholders hesitated to move the subscription option selection, we proposed a sticky add-to-cart (ATC) button as a compromise—maintaining visibility while reinforcing transparency. Our solution balanced user trust with revenue goals, demonstrating the value of customer-first design. The results were transformative. Improved navigation led to a 15% increase in product views per session, while refined upselling strategies boosted average basket size by 12%. Conversion rates rose by 8%, reinforcing the impact of a frictionless shopping experience. These optimizations convinced Manscaped to invest over $1 million in upgrading its e-commerce platform to a more scalable CMS, ensuring long-term growth and adaptability in an evolving digital landscape.
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