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."


User Journey