Case Study
Case Study: Concept Project — ghd
Disclaimer: This was a concept project and is not affiliated with or commissioned by ghd.
Brief:
To explore how e-commerce tools could be better integrated into the ghd website to help customers choose the right products for their hair type throughout the customer journey.
Approach:
I began with an independent audit of the current ghd website, identifying key pain points in the customer experience. The layout felt overwhelming, with too much information condensed into small sections and a lack of white space, which impacted overall usability and navigation.
To address these issues, I proposed new layouts and interactive features aimed at:
Reducing information fatigue
Creating a more intuitive shopping experience
Helping customers self-identify their hair needs and match them with the right products
Ensuring any new tools would fit naturally within the existing customer journey
Current tools identified:
Hair quiz for curl/straightener selection
Visual styling images on the homepage
Execution:
I conceptualised and designed four key tools to improve the digital experience:
Hover-to-Reveal Styling Results – interactive visuals to demonstrate product outcomes.
Improved Filters by Hair Type – streamlined filtering for faster, more relevant product matches.
“Our Community” Section – a space for user-generated content to inspire and build trust.
How-To Hub – a centralised content hub with tutorials, tips, and product education.
Outcome & Reflection:
This concept redesign creates a cleaner, more user-friendly website where key information is accessible and easy to understand. These improvements could help drive higher conversion rates, reduce returns, and build stronger brand loyalty. This project showcases my ability to analyse digital experiences, identify opportunities, and design practical, user-centric solutions.
