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Created a 93% engagement rate upon launch of new site. 6.2K new users in the first month. 13% increase in total users.

Challenge

The challenge for this website build was to not only showcases the premium quality of Mind Games fragrances, but also communicate the brand's distinctive narrative inspired by the complex artistry best embodied by the strategy and brilliance of chess, with the innovative and hypnotic effects of perfumery. The user experience needed to be intuitive, visually engaging, and aligned with the brand’s luxury positioning.

Art Direction

Brand Identity:
The brand's identity is deeply rooted in the strategic elegance of chess. The visual design needed to reflect this by incorporating elements like dark tones, rich textures, and subtle chess motifs throughout the site as well as the mental moves on how the game is played.

Design Elements:

• Color Palette: A sophisticated mix of deep blacks, whites and silvers to evoke luxury, mystery, and intrigue.

• Typography: Elegant yet ultra modern serif fonts to complement the high-end nature of the product. Simplicity yet purposeful was key.

• Imagery: High-definition, atmospheric product photography combined with abstract chess-themed graphics to create a visually captivating and immersive user experience.

Visual Storytelling:
The art direction emphasized a narrative-driven design where each fragrance is portrayed as a ‘move’ in a strategic chess game. This theme was consistently applied across all visual elements, reinforcing the brand story. The goal was to create something that captivates and invigorates the imagination, spirit, and mind.

User Experience (UX)

User Journey Mapping:
The user journey was meticulously crafted to guide visitors from discovery to purchase. The journey begins with an immersive landing page that introduces the brand and its unique concept, leading seamlessly to product pages down a narrow path to a curated individual experience. Each user will envelope themselves in the collection as a whole moving toward the final notes within each product. Almost as if the user is following a scent down a path to a utopian place.

Interactive Features:

• Product Exploration: Users can explore each fragrance as part of a larger ‘chessboard’ theme, with interactive elements allowing for in-depth exploration of scent notes, bottle design, and brand story.

• Custom Navigation: A custom-built navigation structure mimics the flow of a chess game, encouraging users to explore different ‘moves’ or product lines.

• Mobile Optimization: Given the target audience, the mobile experience was prioritized, ensuring that all interactive elements were responsive and easy to navigate on smaller screens.

Accessibility:
Accessibility was a key consideration, with features like high contrast text, keyboard navigation, and screen reader compatibility integrated to ensure an inclusive user experience.

Performance & Stats

Engagement Metrics:

• Bounce Rate: Reduced by 30% compared to the industry average due to engaging visuals and an intuitive user flow.

• Average Session Duration: Increased by 25%, indicating that users were spending more time exploring the site.

• Conversion Rate: A notable 20% increase in conversions was observed, attributed to the seamless UX and compelling storytelling.

Page Load Time:
The website was optimized to load within 2 seconds, enhancing user satisfaction and reducing the likelihood of drop-offs even with full animation embedded.

User Feedback:
Post-launch surveys indicated a 95% satisfaction rate among users, with positive feedback highlighting the site’s visual appeal and ease of use.

Conclusion

The Mind Games Fragrance project successfully combined high-end art direction with a user-centric design approach, resulting in a website that not only captured the essence of the brand but also delivered strong performance metrics. The strategic use of storytelling, combined with a seamless UX, has positioned Mind Games Fragrance as a leader in the luxury fragrance market.

Visit the Website:
Mind Games Fragrance Website