Enhancing User Experience: Uncovering Customer Insights for a Personal Care Brand

Introduction

This project centers on UX research to better understand user behaviors and inform future design decisions.

This research aimed to identify user pain points, understand user expectations, and explore opportunities for improvement.

Key findings from these user research methods included a need for product information reorganization, including product benefits, shipping, and returns.
Creating a user persona showed the following key areas of frustration and unmet needs and expectations in the user experience:
- Obscured informational resources
- Concealed shipping and returns information.
- Lack of product reviews

Building off of that and creating a user journey helped highlight the following patterns and trends:
- Room for improvement in current returns systems
- Lack of incentives for brand advocacy and brand loyalty

Optimizations are recommended for product display pages where product benefits, shipping times, and return information are prominently displayed.
- This provides transparency on two factors that many users rely on when deciding to purchase
- Highlighting benefits and product usage instructions before other product aspects to prevent users from glaring over lost information mid-page.
Optimizations are recommended for the company's current returns process.
- A Need to streamline "Return Authorization" for users
Optimizations are recommended for brand advocacy and community growth by creating referral and loyalty systems.

Transparency vs. Sales Impact: Managing a delicate balance between providing users transparency about the company's intricate returns process and average speed shipping cost and times is essential to communicate in a manner that doesn't discourage potential customers.
- A/B User Testing is recommended to examine the best placement that boosts company sales.