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Rodan + Fields

UX improvement of a business critical Ecommerce flow


About the project

Rodan + Fields was struggling to build and execute their online retail experience on a new and updated web platform. Slalom was brought in to help migrate to the new platform which hosted their E-commerce sites to SAP Hybris. As part of that effort, Rodan + Fields wanted to update key areas of their Ecommerce experience for all of their customer personas and to help them learn, shop, engage, and build trust with the Rodan + Fields brand of products.

I was brought in to completely rethink and improve the Find A Consultant online user experience with the goal of highlighting the value of connecting with a Consultant while delivering a compelling and intuitive experience of users connecting with Consultants.

My Role

Discovery Process


The previous user interface was is not intuitive and buried the Find A Consultant feature deep in the site experience. Users had to go through the enrollment process, go through the Solution Tool to get customized skin care recommendations. There was no intuitive way to go directly to find a consultant. Even if the users did make it to the Find A Consultant page the layout was confusing as proved by usability tests.

Key metrics:

  • Bounce Rate: 75% on Mobile, 70% on Desktop

  • Exit Rate: 58% on Mobile, 55% on Desktop