Website Redesign



Wahl Global is an international clippers and shavers company. Currently, there is a centralized CMS with a set template for the different countries to utilize for their specific locations, but many regions have sought out workarounds or built their own website in order to accommodate for their needs due to the limitations of the current template. Clients’ ask was to consolidate all the variance of websites and unify them under one consistent template and brand, so it is one seamless end user experience for consumers, but also one intuitive platform for admins.


We approached the site through a modular component approach and broke out each sprint by specific features. This way, it addresses varying concerns from country to country, while still encompassing a consistent and cohesive Wahl Global Brand experience internationally. From there, the regional managers will also be given a content strategy guide with a breakdown of components, as well as a Templated example website with our recommendations to start.



+ Lead UX

+ UX Researcher 

+ Strategist


+ Client services

+ UI Designer

+ Developers


+ User Flows

+ User stories & Feature Specs Doc

+ Hi-fi Prototype+

+ Usability Testing

+ Journey Mapping

+ Content Strategy Guide book



Understanding the situation

A previous UX individual covered majority of the discovery phase, so I won’t speak too much about the process here. But the key findings from his research were the following:

Short term goal

With the new website redesign, the short term goal is to create a solution that is Intuitive and easy to use for admins. This includes flexibility to add their regional brand to sites, while still maintaining Wahl brand structure and consistency. In order to achieve this goal, we provided training and guidance along the way as development began to ensure a smooth on-boarding transition. In addition, there is systematic troubleshooting for simple user recovery from mistakes.

Long term goals

The long term goal is to increase brand awareness and build brand loyalty with consumers internationally with the Wahl Global brand. In order to do so, there were several tactics we’ve set in place.

  1. Tutorials & white papers to educate consumers

    1. Educational videos & articles from experts

  2. Increase overall engagement

  3. Blogs to build brand awareness

    1. Newsletter subscription to send relevant content

    2. Ask an Expert forum

    3. Social media wall to drive user created content

  4. Increase overall consumer purchase rate

    1. Where to buy retailer functionality

    2. Ease of use to find local retailers

User personas from analytics as well as user interview data were also noted during the Discovery phase. It’s been condensed and written in shorten form below. We continue to iterate on the personas as we learn more about our users, but this was our guide when recruiting candidates for usability testing.



User Stories & Feature Breakout

This project was a bit unique in that I also played a partial project manager on the project to help streamline the project an agile manner. From the initial discovery phase, I was able to gather a list of features needed from the the user interviews, analytics and stakeholder/ business feedback. They were first written in user stories on the left. From there, I broke out features with acceptance criteria and in user story format as a backlog for the dev team, imaged on the right.


Old Website

Before we dive into the redesign and the process of that, below are some screenshots of the old Wahl Global. There is varying inconsistencies on the navigation from country to country and a lot of buried links that were not intuitive to end users.


Sitemap & Page Templates

The left image showcases the Wahl Global proposed sitemap with the website redesign. The image on the right shows the exploration and current understanding on every country and their varying categories of products.


Hi-Fi Prototype

Once the user flows of top tasks were identified from the discovery phase, I then created a responsive high fidelity prototype. Each sprint was broken out by the features with acceptance criteria as mentioned above. From there, the wireframes were created iteratively, with room for internal and client review, as well as usability testing throughout our process.

This helped significantly when we went through usability testing. Below are some screenshots of the wireframes. If you want to see the entire prototype, click on the button below to see it in full functionality. The responsive prototype assisted development, as well as design phase to better understand expected functionality.



Before designs started, we started usability testing using a third party tool, Usertesting.com for remote unmoderated usability testing. Below are some screenshots of the visual UI. I helped the designer gather all the assets into Invision to create a high-fidelity prototype for a seamless Front-end development process.

One of the challenges with an international audience was also taking into consideration GDPR for consumer information. In short, it’s a regulation that ensures personal information protection for those in Europe and how companies handle the data. For more details on what GDPR, check out this website. As part of the GDPR compliance, we have to create a self service portal in order for users to find out what personal data we have on file, as well as the capacity to remove specific elements. Feel free to play around with the mobile prototype below or see the full desktop prototype here.


Usability Testing & Journey Mapping

As designs were just kicking off, we started usability testing through a third party tool, Usertesting.com, for remote unmoderated usability testing in order to adjust any features before designs were too far along. This was tested with two user groups, the professional hairdressers and the home consumers.



Wahl Global needed to redesign a template that is suitable for multiple global regions that is not only intuitive for end users to find products and where to purchase, but also easy to use for the admin within the new CMS. 

With a new navigation and flow change, we ran remote usability testing with users under each target group to help us verify our assumptions, and also prioritize what changes to iterate as future phases.



1. Homepage Thoughts/ first impressions

2. Find a product

3. Learn more about product usage

4. Compare a few similar products

5. Where to purchase product



Identify the assumptions, what was identified from Discovery that we are testing today


Overall Wins & Opportunities


High level issues prioritized


Content strategy guide

As part of the website development process, I also created a content strategy guide to assist the global managers when creating content in the new CMS for easy on-boarding. This content strategy guide is intended to guide regional administrators with a breakdown of components created within Kentico. It advises managers when to use what modules within page layouts to create a seamless brand experience for consumers, and serves as an additional resource to the Kentico training documentation. 

By following these best practices and the guide provided, different regions have the flexibility to create their own website catered specifically to their culture, while still keeping the consistency of the Wahl Global brand. It also shows a breakdown of a component with character count in mind, as well as considerations for different languages for this global website. See below for a few snippets of the document.