E-commerce exploration
My Role
UI design, Branding
Participated in: User Research
Timeline
Jan 2024 - Mar 2024
Tools
Figma, Miro, Photoshop, Illustrator
Problem
Skincare can be overwhelming, as there is no
single solution that fits everyone’s needs.
Consumers feel overwhelmed by the vast selection of products and contradictory information available. This complexity makes it difficult for consumers to identify which products are best suited for their specific skin types and concerns.
What‘s the right product for my skin.
Consumers are overwhelmed by the sheer number of skincare products and the overload of information. This makes it hard for them to find products that really suit their skin's unique needs.
Faced with an overwhelming selection of skincare products, how do we find one that aligns with our skin's unique needs?
Solution
Personalised product discovery
Faced with a wide selection of products and different information, Lab helps users find exactly what they need. By simplifying the discoverability process, we connect users’ skincare needs and goals with the most suitable products.
1. Detailed Product Information
Clutter
How It Helps my Skin
Hovering over key products displays additional information, offering users valuable insights without cluttering the page.
2. Product Filters
My Needs
Products For Me
Providing an easy way to find relevant products is crucial for helping users discover items suited to their skin. The filters allow personalised product recommendations based on their specific needs.
3. Understanding My Skin
Confusion
My Needs
Users might be unsure of their skin profile or which products they need. The skincare quiz guides them through a series of questions to recommend products that are best suited to their specific needs.
DISCOVER
How do consumers discover the skincare products they need
Navigating the vast array of products and information can be tiring. How can we design a platform that helps consumers easily find and choose the best facial products for their needs while enhancing product discovery?
BUSINESS OPPORTUNITIES
By simplifying the product discoverability process, we aim to match users’ skincare needs and goals with the most appropriate products. This case study outlines the expected business benefits and realistic Return on Investment (ROI) that the company could achieve from this project.
15 % increased in conversion rates: By connecting users to the product they need, we position ourselves to connect users to what they need resulting in more complete purchases.
20% reduction in bounce rate: A more engaging and easier-to-use site is projected to decrease the bounce rate resulting in users being more likely to stay and interact with the site.
Capturing a new target group by offering basic skincare education and a seamless user experience. This approach aims to engage and convert hesitant consumers, expanding our market reach and growing our customer base.
Empathise
Motivations
We explored the various motivations that influence people’s skincare choices. By understanding these factors, we uncovered what drives users to certain products and routines.
Motivations
Boosting confidence: Skincare helps users feel more confident in their appearance.
Preventive care: Many use skincare to avoid future issues like aging, acne, or sun damage.
Solving skin problems: Skincare is often motivated by the desire to address specific skin concerns.
Feel good and confident: Users want to feel good about themselves through healthier skin.
Based on our findings, we designed a user interface that prioritizes personalized recommendations, easy navigation, and educational content.
Challenges
To understand the challenges users face, I surveyed 20 individuals about their thoughts on skincare and their frustrations with shopping for skincare products.
The biggest challenge users encounter when searching for the right skincare product is feeling overwhelmed by the sheer number of choices available.
Diving Deeper
Recognizing that users feel overwhelmed by the abundance of choices available, we explored specific pain points in greater detail. We conducted a field study to examine consumer shopping habits for facial products, focusing on their thoughts, frustrations, and behaviors during the shopping experience.
Pain Points
Too many choices: User find it difficult to choose the right product with so many options available.
Confusing information: Conflicting claims make it tough to find trustworthy advice.
Skin reactions: Difficulty find products that suits their skin without worrying about allergies or products not suiting their skin type.
Finding the right routine: Users struggle to create a skincare routine that works for their skin type.
Environmental concerns: Users have difficulty finding products with low environmental impact.
Finding the right routine: Users struggle to create a skincare routine that works for their skin type.
Key Insights
Insights from the research
KEY TAKEAWAY #1
People do not buy facial products for what it claims to do, but rather for their potential to address skin concerns.
KEY TAKEAWAY #2
Consumers rely on social media and peer recommendations to navigate and select skincare products, highlighting the impact of social proof on their decision-making.
Targeted User Groups
We identified three distinct user groups that represent an underserved market segment. Despite their spending power, these users hesitate to make purchases due to challenges in finding the right products and feeling overwhelmed by options.
Users want to easily find the right products that meet their specific needs.
OUR ASK
How might we make finding and choosing products easier and improve the shopping experience?
High Fidelity Design
Design
Shop with confidence
(Lab) is a platform designed to help consumers easily find and choose the best facial products for their needs. We focus on creating a seamless user experience with intuitive navigation and convenience to enhance product discovery.
Discover - Products for your needs
While a wide selection of products is essential for an e-commerce store, our focus is on guiding users through the extensive offerings to help them find the right skincare solutions. We make it easy for users to discover what they need, even if they’re uncertain about the exact products they’re looking for.
Product filters are essential for helping users find relevant items suited to their skin. These filters enable more personalized recommendations based on individual needs, making the discovery process easier.
We provide users with essential information, including the product name, benefits, user reviews, and pricing. This ensures they have all the details needed to make informed purchasing decisions.
Based on our research, users prefer quick access to essential product information without having to navigate to individual product pages. To address this, we designed two states for the product listings:
Compact View: Products are arranged in a streamlined format, showcasing basic information in a concise manner. This allows users to quickly scan and compare options without overwhelming them.
Detailed View: Key product details are revealed when users hover over a product. This feature provides additional information without cluttering the page, enhancing the shopping experience for both casual and seasoned shoppers.
Shop with clarity
Presenting key information in bite-sized chunks allows users to quickly grasp the product's purpose, target audience, and overall feel. By highlighting its role in a skincare routine, we show how it fits into their regimen. Engaging visuals and clear instructions further guide users, ensuring they understand how to use the product correctly.
Journal
A dedicated space for skincare newcomers to learn more about skincare and their skin through articles written by our experts.
Cart and checkout
What I Learned
Embrace the unknown
Tackling the broad field of skincare was quite challenging because there are so many products, each with its own standards. The project success was on simplify the information and present it in a way that consumers could easily understand.
Keep testing
The best design isn’t always the first one you feel proud of. It’s easy to become biased toward a design you like after a long process. Designs are meant to solve problems, and their effectiveness can only be determined through testing.
Next Step
Improve interactivity
Thinking of animation to improve the experience and delivery of information.
Implement product comparison page
Currently the website only allows to search for products. However, having a way to compare similar products may help users choose the product that is better suited for their needs.
