OBJECTIVES
The main objectives of this design solution is to increase user visits and engagement on the website, get new users, develop loyalty programs, improve the visual appearance and usage of the homepage, and optimize the user experience on mobile devices.
KEY GOALS
Increase website traffic and user engagement
Encourage new user acquisition and repeat visits
Develop a loyalty program to incentivize users to return and make repeat purchases
Improve the homepage design to be more visually appealing and user-friendly
Optimize the website for mobile users
Design Thinking Process
In this process, I did UX research to identify the need, challenges, habits, and expectations of the user while using the Somethinc Website. The goals are to design the website to be more user-friendly and increase the visits to the website.
Empthatize
1.
Qualitative Research
To find out the challenges, problems, needs, and habits of Somethinc’s website users, I did an in-depth interview with 9 participants who have the following criteria:
Male and female
15 and 35 years old
Interested in fashion and beauty products
Represented an urban lifestyle and had a good command of technology
2.
Question
What kind of Beauty products do you usually buy?
How are your habits when looking for information on beauty products before buying them? And how do you evaluate the beauty products before buying them?
Do you prefer to buy beauty products ih offline or online store? And why?
Are there some special factors that make you feel more comfortable or confident to buy any beauty products on the marketplace?
How was you experience when visiting a beauty website? For example Somethinc, what do you like and don like?
What do you think about developing a loyalty program? Are you interested in it? And what kinds of incentives or features that will temp you to visit the website and make repeat purchases?
In your opinion, what can be done to increase the engagement and user visit to the Somethinc’s website?
3.
Preliminary Usability Testing
TASK 1
The user opens the Somethinc’s website, then searches for the specified product
TASK 2
The user has added two products to the cart, then the user must checkout one item fron the shopping cart
TASK 3
The users Register/Login when checking put the product
TASK 4
Checkout the product by entering the promo code
AVERAGE SUCCESS RATE
51.3
4.
Comparative Analysis
In this analysis, I look at seven competitors, three of them were similar businesses and the other four were beauty product marketplace sites that had higher website visits than Somethinc. By analyzing these competitors, I got insight into their strengths, weaknesses, and the innovative features they offer.
Define
1.
Affinity Mapping
"Where should I look for ratings and reviews to make a confident purchase decision?”
“I couldn't find information to enhance my knowledge about skincare”
“I often encounter difficulties in searching for a specific product and navigating through the website”
2.
User Persona
Nabila is an accountant who pays great attention to the condition of her skin to keep it healthy and clean. She actively reads articles on skincare and beauty to gain deeper knowledge about skincare routines. As a young professional, Nabila has a keen interest in beauty topics and always seeks up-to-date information on products and skincare techniques. She follows blogs, reads articles, and follows social media accounts that focus on beauty to gather tips and advice on skincare.
Goals
She is confident in choosing beauty products
Enhancing appearance and self-confidence
Gaining knowledge about skincare
Achieving desired skin and appearance goals
Needs
Reliable information on skincare
Solutions for specific skin concerns
Products with a reputable and positive reputation
Ability to minimize expenses
Pain Points
Difficulty in finding relevant and reliable information
Challenges in finding desired products
Lack of confidence when purchasing beauty products
Lack of attractive promotional offers
Nabila Shafa
Accountant
25 Years Old
Based on Jakarta
Farrel Putra
Sales
28 Years Old
Based on Jakarta
Farrel is a sales marketing professional who works in the field of radio advertising services. His job involves meeting with various clients, so maintaining an attractive and convincing appearance is crucial to him. Farrel aims to appear confident and professional in every opportunity. He is in search of skincare and facial products that are easily accessible and do not require much time in his busy routine. Quality and effectiveness of the products are his priorities, as achieving optimal results will boost his self-confidence in performing his sales tasks
Goals
Finding practical skincare products
Achieving a confident and professional appearance
Attaining optimal results in appearance to support his role as a salesperson.
Needs
Ease in finding desired products
Quick product purchases with consideration of ratings and reviews
Familiar marketplace-like interface Availability of discounts to reduce costs
Pain Points
Difficulty in finding desired products
Lack of ratings and reviews when purchasing products
Unfamiliar interface, different from a typical marketplace
Difficulty in finding and applying promo codes
3.
User Journey Mapping
Visualization of the user journey when opening the Somethinc website to search for a product until the checkout process.
Ideate
1.
How Might We
2.
Priority Matrix
3.
User Flow
In creating user flow, I decided to devide it into 4 user flows based on tasks for usability testing
4.
Sitemap
In creating user flow, I decided to devide it into 4 user flows based on tasks for usability testing
UI Style Guide
1.
Typography
2.
Colors
3.
Components
Design Solution
1.
Homepage
2.
Header & Search
3.
Product Page
4.
Details Product
5.
Display Cart
6.
Checkout & Register
7.
Loyalty (New)
Prototype
Usability Testing
To assess the outcomes of the enhanced design, I conducted usability testing utilizing the Maze platform. I assigned a total of four tasks for the participants to accomplish.
"It looks better, less rigid, information is easily visible, making activities like product search and checkout easier."
"It's more appealing than before, and it feels like shopping on a marketplace. You can add items to the cart first in bulk but have the option to choose during checkout."
Lesson Learned
I struggled with prioritizing the issues that needed to be addressed and determining which ones would have the most significant impact on the user experience. As a result, I felt that the design challenge for improving the Somethinc website was not as optimal as I had hoped. I believed that all pain points, needs, and user motivations were equally important, leading me to make improvements across all elements. However, the outcomes did not meet my expectations. This experience has taught me the importance of prioritizing problems and developing solutions that are more focused and effective. I realize the need to learn how to prioritize, and one approach I will explore is using the Eisenhower Matrix.
All Screen
