AS Watson, Milan, Italy: ICI Paris XL's Web site

Company: AS Watson
Company Description: A.S. Watson is a diverse family of over 130,000 people. For over 180 years, we’ve been united by an unchanging purpose - To put a Smile on our customers’ faces today and tomorrow. It is always our pride and joy to bring a Smile to everyone we come in touch with. A simple smile can make a huge impact. Today, A.S. Watson has grown into the world’s largest international health and beauty retailer.
Nomination Category: Website Specialty Categories
Nomination Sub Category: Best User Experience

Nomination Title: ICI Paris XL's Web site

When was this web site or blog first published?

2017
Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

Total 200 words used.

At ICI PARIS XL our mission is “we make you happy by inspiring you to boost your best version”. To make it executable we’ve focused our strategy on two key pillars. The first is to “create the most delightful UX for our customers”, to do this we’ve reworked our website UX several times following market best practices and customer insights together with a testing pipeline that leverages two tools: Contentsquare to get users’ pain points across the customer journey, and Evolv, our multivariate testing tools powered by AI that allows us to test 10 times designs in 1/10 of the time. The second pillar is to “enable innovative tools and platforms to support our customers reaching their goals” and as innovators we launched different tools with three main goals:
1) Get the same in-store-level of services from our brand online, thanks to functionality like “Live calls from store” and “Online skin analysis tool”;
2) Finding the right products at the right time through Masterclasses with beauty experts and personalized products suggestions;
3) Feel part of the IPXL online community with more than 15,000 active members, 100% of response rate in Q&A section, and get inspiration by our customers’ looks.
List the appropriate creative and production credits for this entry:

Attachments/Videos/Links:

ICI Paris XL's Web site
	ICI_Paris_XL___ICI_Paris_XL_Website.pdf
	ICI Paris XL: The ICI Paris XL Website