Broadway Nails

Objectives

Broadway Nails, a world leader in artificial nails, came to Blue Fountain Media with the desire to keep users engaged with their website. They described their old website as "bland" and "unexciting". We went about creating an experience that the user would not forget, complete with useful tools that help users learn about their artificial nail products.

Methodology

We started by completing a lengthy specifications document during the website planning phase to determine the needs of the Broadway Nails team. One of the needs expressed by the company’s marketing team was that they had a hard time conveying what type of skin colors go well with which of their artificial nail products. Based on that feedback, we created an interactive application which allows users to pick a skin type as well as nail design to find the best option.

Before starting the design of the website, we found inspirational images, which helped during the brainstorming process.

Based on the wireframes created during the planning phase and our inspirational images, we designed mockups of the website, which matched the brand’s guidelines and made for an intriguing and intuitive user interface.

The final step in the process involved creating Flash animations with the finalized mockups. Additional Flash development took place in order to give the Broadway Nails team the ability to modify their website content through a back-end content management system.

Results

Our efforts paid out in the following ways:

• Visitors now stay on the website 60% longer than previously.
• Average website bounce rates were cut in half.
• As a result, users are engaged with the Broadway Nails brand 5 times more.