Luc Vincent / E-commerce & CRO
A salon brand with a store, rebuilt to convert
Luc Vincent had the products and the audience. The store was the weak link. We rebuilt it around one job: turning browsers into buyers.
Luc Vincent Hero
The Challenge
Luc Vincent
A premium range on a store that undersold it
E-commerce Web Design, UX, CRO
Clearer path to purchase, and a lift to premium
A premium range, let down by the path to purchase
Luc Vincent makes salon-grade haircare with a loyal following. The problem was never the product. It was the store.
Key challenges:
- Products buried behind generic, routeless navigation
- Homepage described the brand, not products
- Reviews scattered, never placed where decisions happen
- No merchandising for different shopper intents
- Nothing drove repeat orders or baskets
- Search did the work navigation should
Before
After
Single Product
Photography
PDP Page
Our Approach
Design around the decision to buy
One senior team, from UX to production.
We rebuilt every route from landing to basket
People don’t all shop for haircare the same way. Some come for a concern, damage, colour, volume. Some come for a product they already know. Some are just browsing.
- Mapped how shoppers actually buy: concern, product, routine
- Built three product routes: carousel, collections, grid
- Full buying moment onsite: size, price, rating
- Surfaced reviews as live results wall
- Added rewards hook for repeat baskets
- Shipped tight, reusable, production-ready design system
Routes
Reviews
The Outcome
Same brand, a store that sells
Clearer to shop, quicker to buy.
Every section now does a merchandising job
The redesign turns a brand site into a storefront. Clear entry points, product within reach from the first scroll, and the proof and the offer sitting right where the buyer decides, not three scrolls down.
- Homepage merchandises the full range, not logo
- Three product routes matched to shoppers
- Buy on the homepage, no PDP
- Reviews surfaced as proof at decision
- Rewards programme built to return shoppers
Cart
Buying moment
The Quiz
Guesswork, gone
Simple user flows.
Three minutes to the right shade
Hair colour is hard to buy online. Too many shades, too much jargon, no easy way to know what suits you. Most people stall before they reach the basket. So we built a guided quiz that does the deciding for them.
- Eight plain questions, no colour theory
- Reads intent: greys, blonde, brassy tones
- Visual shade picker replaces naming colours
- Ends on one matched, add-ready product
Quiz
Shop by what you want your hair to do
Most haircare sites make you already know the product you need. Luc Vincent's doesn't. We built the navigation around hair goals like add volume, neutralise yellow and repair damage, so shoppers start from the result they want and land on the product that gets them there.
User goals
A buying moment on the homepage
We built a featured-product spotlight that does the job of a product page without the click. Size toggle, clear price with the offer anchored against it, rating in view, add-to-cart in reach. It lets Luc Vincent sell the hero product before a visitor ever navigates away.
Buying moment
Multi buying
Social Proof
Proof, turned into a wall
Surfaced where buyers decide.
Built to earn trust on sight
Reviews, ratings, and salon credibility are designed into the page, not bolted on. Every module has one job: reassure, or move the sale forward.
- Reviews tied to the earning product
- Ratings and results shown at decision
- Living wall grows as customers post
Testimonials
Accreditation
Loyalty
A reason to come back
Turning one order into a habit.
We built repeat purchase into the store
Haircare is a repeat purchase, so a store that only wins the first sale leaves most of its money on the table. We built a rewards programme into the experience and gave it a clear home, a reason to open an account, a reason to return, and a nudge toward a bigger basket on every visit.
- Rewards programme with clear onsite home
- Account creation framed benefit, not barrier
- Basket-building nudges built into every order
Basket building
Rewards programme
Testimonials
Don’t take our word for it
"A dream to work with"
Philippe Pasquin, CTO, Luc Vincent
Let’s design what your market’s missing
We turn products and brands into clear category leaders.
