Solypure
SolyPure Cosmetics is the cosmetics B2C trademark of our company SolyPlus GmbH. With our patented technology we have developed the first hyaluronic acid peeling particles and with this facial skincare products with the highest concentration of hyaluronic acid on the market and a very versatile usage. Without water it can be used as an exfoliating product. When water is added the customer dissolves the peeling particles for a highly concentrated serum without any chemical preservatives or emulsifiers. The products are designed to have a very transparent ingredient list, natural ingredients and to be applicable for every skin type.
Empathise:
Competitor Analysis
Solypure — giving a skincare the care it needs
The Goal:
Overhaul the homepage with attention to the Information architecture, for Desktop and Mobile. Ensure the design can be inserted within the existing Shopify template.
The Problem:
Skincare aware millennials already familiar with Hyaluronic Acid need to find a product that delivers results and meets their skin’s unique needs to better their appearance because they have high expectations for a product and don’t readily trust a new brand without verified reviews and expert endorsements
The Solution:
Make the benefits of Solypure clear to the user, namely that Solypure is for all skin types and can be used as a serum, exfoliating and nourishing oil. To do this, we need to change the structure of existing texts and explain Solypure's patented effect.
By understanding our competitor's positions and recognizing Solypure's unique standing, we can leverage this information to enhance the website's design, user experience, and overall branding to further solidify Solypure's premium status.
Ideate
Moscow Method
Subsequently, we conducted a comprehensive survey to gather detailed quantitative data. The survey garnered 35 responses from skincare users, delivering valuable insights.
At this point, you can mention the specific findings from the survey, such as trends in skincare preferences, product usage habits, user demographics, or any other relevant information obtained from the responses. Make sure to present the findings in a concise and organized manner for the best impact.
Survey
Product Switching Potential: 60% of skincare enthusiasts expressed openness to switching products if it leads to better results and 91.4% of skincare enthusiasts indicated that positive reviews would lead them to trust a new brand.
Important Trust Factors:
Brand Transparency, Expert Endorsement, Brand Ethos, Guarantee Policy
The Pivot
After the interviews, we had to revise our original opinion that we must clearly focus on the advantages. It turned out that many people see 3 in 1 products as a deceptive package and thus lose confidence directly.
It became clear to us that we had to pursue a different strategy, namely to focus on the few ingredients and to explain exactly what our product does.
Heuristic Analysis
Through extensive research, we gained valuable customer insights, leading us to construct an affinity diagram encompassing six key topics:
As part of our UX evaluation, we conducted a comprehensive heuristic analysis of the website, focusing on identifying potential issues and opportunities for improvement. During this analysis, we examined the website's structure, usability, and overall user experience.
Key Findings:
Unprofessional Appearance
Broken Links
Non-functional Video Screenshots
Insufficient Product Explanation
Here you see for example a picture of the Video Screenshots that were not playing, random pictures on the website without description and the banner, which didn’t really tell us much.
In response to user feedback indicating dissatisfaction with the presentation of the product itself, we took proactive measures to improve the product image. To achieve this, we engaged in an iterative design process and created 25 different versions of the product picture. From this pool of options, we carefully selected the most promising choices. Subsequently, we involved our testers in the decision-making process and asked them to vote for their favorite among the selected options. This approach allowed us to gather valuable user insights and preferences, enabling us to make an informed and user-driven decision on the final product image. By involving our testers in the selection process, we aimed to ensure that the chosen product picture resonates with the target audience and enhances the overall user experience. You can see how our testers voted by the amount of stars.
Considering the valuable feedback received during the Mid-fidelity stage, we decided to conduct an additional round of refinements before finalizing the design for the client presentation. Fortunately, our efforts were well-received, and we addressed most of the feedback points. The remaining feedback focused on:
Spacing Consistency: We identified the need to improve and maintain consistent spacing throughout the entire landing page for a cohesive and visually pleasing layout.
CTA Reduction: Based on feedback, we decided to streamline the Call-to-Action (CTA) elements, removing unnecessary ones to avoid overwhelming users and ensure a clear user flow.
Animations: Users expressed a preference for animations, prompting us to prioritize their inclusion and ensuring they are showcased earlier in the user journey for enhanced engagement.
Product Picture Size: To make the product image more impactful, we increased its size, allowing users to have a better view and understanding of the featured product.
By addressing these feedback points, we aim to create an exceptional user experience that aligns with user preferences and expectations, resulting in a compelling and successful product presentation to our client.
Next, we introduced the innovative hyalu-pearls, a patented technology that consists of micro particles derived from pure hyaluronic acid combined with oils. We crafted an intriguing explanation to pique the interest of skincare enthusiasts, adding an element of fascination and curiosity.
To instill confidence, we proudly displayed official labels certifying the Peeling Serum's approval by dermatest. This endorsement is likely to impress Florence and reinforce her affinity for the brand.
With the concept of Skin Adaptability piquing Florence's curiosity, we provided a detailed explanation of how the hyalu-pearls technology works, dispelling any doubts about the product being a miraculous cure.
Additionally, our focus was on addressing potential user questions that may arise after they've read and viewed the content. To achieve this, we strategically placed the FAQ section, ensuring users can easily access relevant information and find answers to their questions.
Results
Following our comprehensive rework, we diligently incorporated as many enhancements as possible within the constraints of the Shopify template. Over the course of three months, the new website, featuring our tailored changes, has yielded remarkable results:
Sales Increase: Sales have surged by an impressive 55%, reflecting the positive impact of the user experience improvements on conversion rates and customer engagement.
Bounce Rate Reduction: We successfully decreased the bounce rate by 33%, indicating that users are now finding the website more captivating and compelling, leading to increased user retention.
Increased User Engagement: Customers now spend on average 80% more time on the website, indicating that the user-centric changes have fostered a more enjoyable and informative browsing experience.
Newsletter Signups Growth: The addition of strategic design elements and user-oriented features has led to a significant 33% increase in newsletter signups, enabling better customer engagement and fostering lasting relationships.
These impressive statistics highlight the effectiveness of our UX improvements and the positive impact they have had on the overall success of the website. The combination of increased sales, reduced bounce rate, heightened user engagement, and boosted newsletter signups demonstrates the value of investing in a user-centered approach to UX design.
What I've learned
Throughout the project, I gained valuable insights into operating within a prescribed design framework. It proved enlightening to realize that my initial belief in offering a 3-in-1 product as a single entity was erroneous. My learning journey also encompassed valuable lessons on website structuring, emphasizing the significance of establishing effective hierarchy to enhance user experience.
Founded in 2017, team of 5 people
Invented a new patented technology
Together with a water-free formulation, they can increase the concentration of hyaluronic acid to 10%
All products are vegan & only contain 5 natural ingredients.
Interviews
Our UX research began with conducting 4 user interviews with skincare enthusiasts. We focused on gathering insights about their decision-making process when selecting skincare products, their motivations for maintaining a skincare routine, and their experience with the current Landing page through a usability test. The interviews helped us identify several pain points:
Fear of Ageing: Users expressed concerns about the impact of ageing on their skin and sought solutions to address this
Fluctuations in Skin Condition: Users mentioned challenges with unpredictable changes in their skin condition, requiring products that can adapt to their needs
Lack of Trust in 3-in-1 Products: Users were skeptical about the effectiveness of products claiming to serve multiple purposes
Skepticism of the Beauty Industry: Some users showed mistrust towards the claims and marketing tactics used in the beauty industry
Perceived Value vs. Cost of Solypure: Users felt that the cost of Solypure products exceeded their perceived value, indicating a potential pricing concern
User Journey
MVP Statement
Based on the insights gathered from the Moscow Method, we have formulated our MVP (Minimum Viable Product) Statement. This statement outlines the core features and functionalities that will be prioritized in the initial release of our product, ensuring a streamlined user experience that addresses essential user needs and aligns with our project objectives.
Our goal is to create a website that connects users with skincare products they can use with confidence, by building trust via reviews and the right balance of information about the product and Solypure’s patented technology.
Benefits & Features
As part of the client scope, we meticulously refined the product benefits and features list to align with the needs of our User Persona, Fussy Florence. This strategic approach enabled us to bridge the gap between user research insights and actionable focal points. We utilized these insights to craft compelling copy that precisely addresses Fussy Florence's specific requirements, ensuring a user-centered design that resonates with our target audience.
User Testing
User testing played a significant role in this project as we were committed to delivering the best possible product. We conducted user testing by presenting our initial website build, which was informed by the insights gained from our previous work and research.
During user testing, a common and valuable feedback we received was that users wanted clear and prominent information about the product's functionality right from the start. They expressed the need to understand what the product does as early as possible in their website journey. This feedback highlighted the importance of providing a compelling and upfront explanation of the product's features and benefits to capture users' attention and ensure a positive user experience.
Hifdelity
In our UI/UX improvements, our primary goal was to elevate the user experience through enhanced visual elements. We achieved this by replacing the previous carousel of low-quality images with our own captivating and visually striking images that convey simplicity and make a bold statement, effectively capturing the reader's attention.
Within the 'skin revolution' section, our focus was on highlighting Solypure's dedication to the well-being of its users and the environment. We emphasized the brand's commitment to transparency and building trust with our valued audience, especially Florence, our target user.
In the product section, we showcased the Peeling Serum with an interactive hover effect, engaging users and providing an enjoyable browsing experience. We also highlighted the brand's environmentally conscious efforts by mentioning that each bottle sold results in the planting of a tree, offering an additional incentive for potential customers. The product description included a comprehensive list of ingredients and emphasized the numerous benefits of using the 10% Peeling Serum.
In the 'rethinking cosmetics' section, we emphasized Solypure's unwavering commitment to using only natural ingredients and making a positive impact on the planet. We highlighted how the product caters to individual skin needs, aligning with Florence's values and preferences.
Finally, we featured glowing reviews from satisfied customers, carefully selecting testimonials that include details about skin type and age. These reviews provide valuable insights for Florence, allowing her to envision how the product could benefit her personally.
To keep customers informed and maintain ongoing communication, we provided the option for users to sign up for the newsletter. By offering this feature further down the page, we encourage users to stay connected and receive regular updates, fostering a lasting relationship with our brand.
Define
User Persona
Challenges and Lessons
We encountered numerous obstacles. One notable challenge involved crafting the appropriate product descriptions to instill feelings of trust and quality in users, requiring careful consideration of wording. Furthermore, several product images failed to meet the testers' expectations, offering valuable lessons on the importance of visual appeal and alignment with user preferences.
To provide a more immersive experience, we invite you to watch this video showcasing the animations we have incorporated. These animations were designed to enhance the user interface, creating a visually engaging and interactive journey for our users.
Final Words
While working on this project I learned to really trust the research and discovery process as I started working on it with a very different assumption and initial idea on how to solve the problem. In the end I needed to satisfy different user need, that wasn't in fact highlighting the 3 in 1 and for all skintypes attributes, but the trust users have to build in thefirst place. I learned to not get too hung up on the solution and be flexible with the ways of solving the problem. It's great to have the general ideas and inspirations - the process of the idea evolution can take us much further.
In summary, this project was a fascinating experience for me, considering that I am not an expert in skincare. Embracing the subject matter presented a challenge that I eagerly took on.
Of particular interest was finding the right balance in marketing the product confidently without appearing overly arrogant as a "jack of all trades," as this could potentially deter many potential customers.
I would greatly appreciate your feedback, so please feel free to reach out to me at lucius.nagel87@gmail.com or through the contact form or LinkedIn.
Additionally, if you are in need of new skincare products and liked what you saw, feel free to explore www.solypure-cosmetics.com.
Thank you for your time, and I hope you enjoyed reading about this exciting project.
My Role:
UX/UI Design, Research, Branding, Wireframing, UX Writing Prototyping,
Date:
April 2023
2 Weeks
Team:
Danni, Flo, Me (Guided by
Ironhack UI/UX bootcamp)
Deliverables:
Desktop Landingpage