Ben Nye Website Redesign
Overview Ben Nye is a leading manufacturer of theatrical, television, and special effects cosmetics, founded in 1967. Despite a loyal customer base, Ben Nye’s marketing was outdated, with limited reach through trade shows and word of mouth. They approached us to redesign their website, aiming to match the visual appeal of their products with a modern online presence.
Key Achievements
+95% Avg. session duration
-40% Bounce rate
+122% Sessions
+94% Organic search traffic The redesign also addressed Ben Nye’s non-responsive mobile site, a major usability issue.
Discovery Our discovery phase involved in-depth research, including stakeholder interviews and a tour of their facilities. Ben Nye’s popular Banana Powder, which gained attention after Kim Kardashian’s makeup artist endorsed it, was a key focus. The website needed to capitalize on this momentum, improving user experience and accessibility. We identified several goals: improving mobile usability, updating the design to feel more modern, and making it easier for users to find nearby stores to purchase products.
UX Strategy We focused on creating an intentional user journey. This included designing clear navigation, strategically placing calls to action (CTAs), and ensuring the homepage layout reflected the brand’s bold identity. For product pages, we balanced compelling visuals with concise, important product information. The goal was to enhance usability while keeping the user engaged with a visually rich experience.
Build The design incorporated a cinematic aesthetic, reflecting Ben Nye’s background in theater and television makeup. We used a mix of dark and light elements to balance visual appeal with readability. We built the site on WordPress with WooCommerce, even though Ben Nye didn’t yet sell directly on their site. The product pages were structured like an ecommerce site, but visitors were directed to a store locator instead of a shopping cart. The store locator allows users to search by address, city, state, or zip code, and modify their search radius, providing a flexible, user-friendly experience.
Test & Launch We rigorously tested the site for bugs across multiple devices and browsers. Once ready, we trained Ben Nye’s team on using the CMS, allowing them to manage content and add stores through a CSV import. After final adjustments, the site was delivered, and Ben Nye pointed the domain to the live site.
Closing Thoughts With their new website, Ben Nye is now positioned to enhance its digital presence and make the most of the buzz surrounding their products. The website is now a powerful marketing tool, driving traffic and improving user engagement both at trade shows and online. The team at Ben Nye is thrilled with their modernized site and the new opportunities it brings.