Following the Vanish redesign, the Finish website underwent a major transformation in 2021 as part of the brand’s broader rebranding initiative. The redesign focused on introducing a new way of presenting Finish products - shifting from a purely functional approach to one that emphasized lifestyle, performance, and sustainability benefits. A refreshed color palette was introduced, bringing in deeper blues, energetic accents, and cleaner backgrounds to support clearer visual hierarchy and stronger product visibility. Accessibility played a central role in the process, with careful attention to color contrast, typography, and interaction design to ensure the site was inclusive for all users. The UX team was involved from the earliest stages, helping to shape these principles into actionable design decisions and functional structures.
Key goals of the Finish website redesign included creating clear distinction between different product lines—such as Quantum Ultimate, All in 1, and Classic—while maintaining a sense of equal value and avoiding the impression that any line was inferior. The visual and content strategy emphasized unique benefits of each line, helping users make informed choices without bias. A new product advisor quiz was introduced to support this goal, offering tailored recommendations based on individual user needs and dishwashing habits. In parallel, the UX team worked on enhancing e-commerce functionality, designing a smooth and intuitive flow from product exploration to purchase. This included optimized product pages, clear calls to action, and integration with retail partners to drive conversions across regional markets.
The UX team collaborated closely with brand and content teams to translate the new vision into a user-friendly digital experience. They reworked the information architecture to highlight key product benefits while simplifying navigation and content flow. Their guidance ensured the website met both aesthetic and functional goals without compromising accessibility standards. Regular workshops and design reviews were held to align all stakeholders and ensure the design evolved in line with brand expectations. The result was a modern, accessible, and engaging digital platform that elevated the Finish brand and laid a strong foundation for future content and market rollouts.
