Caldera + Lab
Design // Strategy // Management
Caldera Lab makes natural, meticulously researched, high-quality skincare products for men.
My Plan
for their brand was to capitalize on the integrity of their mission and bring the product to a specific audience without ever coming across as pushy. Featuring visuals that combined the natural with the masculine, and incorporating tasteful interaction to guide the user through the complexities of Caldera’s intensive studies, I was able to lead a team to help drive up conversion rate, time on site, and page-scroll percentage.
Using data
collected from customer feedback, heat-maps, visitor recordings, and sales data, I create a robust analytics tool in Excel. The client and I used this tool to help inform the digital and product strategy and build a roadmap for the brand as it expands into other skincare and wellness products.
"How To Use" Page with Infographics and Animation
"About Us" Page with Inviting Newsletter / E-mail Capture Popup
Interactive Features
From requirements gathering and user stories to fully-functional prototype and post-launch QA, I pushed our team at Anatta to create meaningful interactions throughout Caldera’s extensive site.
Skincare Quiz
Establishes a user’s skin type, climate, skin conditions, and age to recommend a personalized subscription recurrence and application schedule. This feature was immediately successful in its main KPIs (adoption, subscription conversion, and membership signups), and is now a primary step in the user journey.
Before / After Slider
Highlights some of the image data captured in a third-party clinical testing facility and allows the user to closely investigate the claimed benefits of the product, demonstrating its effectiveness.
This feature was successfully increased consumer trust in the brand and its flagship product and became the basis of the “Proof” page.