Project overview
This conceptual project was part of my UX design bootcamp, completed over a two-week period. The goal was to enhance the user experience for an e-commerce skincare website by addressing key user needs and frustrations. Through user interviews, competitive research, and content analysis, I identified areas for improvement, such as trust and authenticity, visual appeal, and usability. The project involved creating a user persona, defining the problem statement, and proposing solutions to streamline the design and improve the overall user experience.
User Interviews
Key Insights:
Preference for Physical Stores: Users prefer buying skincare products in-store to see and inspect them before purchasing. Speed of obtaining products is a significant factor.
Influences and Recommendations: Friends, aestheticians, and social media (especially TikTok) are primary sources of product recommendations.
Product Selection Criteria: Users prefer gentle products suitable for sensitive skin, looking for brands like Cerave and Clearasil, and key ingredients like SPF and retinol.
Online Shopping Behavior: Online purchases are mainly for reordering known products. Users are hesitant to buy new products online without prior in-store experience. Convenience, deals, and reviews are significant motivators.
Information Sought Before Purchase: Users look for product reviews, testimonials, and information about the product's texture and gentleness.
Website Experience: Users prefer clutter-free, streamlined websites with realistic testimonials, user-generated content, simplified checkout processes, and secure payment options.
Themes and Patterns
Trust and Authenticity: Enhance trustworthy information through genuine testimonials and user reviews.
Visual Appeal and Usability: Ensure a clean, focused, and visually appealing website design with user-friendly navigation.
In-Store vs. Online Dynamics: Physical stores are preferred for first-time purchases, while online platforms are favored for reordering due to convenience and deals.
Problem statement:
Users need to find skincare products suited to their skin type to effectively care for their skin.
How Might We...
Provide authentic user-generated content to build trust?
Streamline design for easy navigation and product discovery?
Simplify the checkout process to enhance user experience?
Integrate personalized recommendations to boost engagement?
Leverage social proof from influencers and experts?
Ensure accurate representation of product images and descriptions?
Offer quick and secure payment options?
Make it easy to find and filter products based on specific needs
Name: Alex Johnson
Goals:
Find effective and gentle skincare products suitable for sensitive skin.
Quickly purchase skincare products without hassle.
Stay informed about the latest skincare trends and products.
Ensure products are exactly as described before buying.
Frustrations:
Difficulty trusting online product descriptions and images.
Cluttered website designs making it hard to find desired products.
Complex and lengthy checkout processes.
Lack of authentic user reviews and testimonials online.
Behaviors:
Frequently checks social media platforms like TikTok for skincare trends.
Relies heavily on friends' recommendations and expert advice.
Shops in-store for first-time purchases to physically inspect products.
Reorders known products online for convenience.
Needs:
Authentic and trustworthy user reviews and testimonials.
A clean, easy-to-navigate website design.
A simplified, quick, and secure checkout process.
Accurate and detailed product information and images.
Quote: "I want to find the best skincare products without spending hours researching or worrying if what I see online matches what I get."