How Sephora can Help Their Users Create a Better Self Care Regimen.

Responsibilities

User Interviews

User Flows

Usability Tests

Sketches

Wireframes

Prototype

Team

4 UX Designers

Timeline

2 weeks

Goal

This case study was completed as part of the General Assembly UX Design Immersive Bootcamp. The goal of the case study was to enhance the experience of an e-commerce platform.

Tools

Figma, Illustrator, Qualtrics

Problem

Users need to way to understand if a product will accommodate their needs.

Through observational research, we uncovered that users were navigating away from Sephora’s site when they arrived at the details page. In our user interviews, we found that users want to know whether the product they are viewing on Sephora’s site will work with their current regimen. As such, they navigate away to research the jargons under the ingredient list. However, they end up lost and unsure and so avoid the purchase.

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Current

Users were lost and unsure while navigating Sephora’s products.

While Sephora currently offers a live chat function, a community section where users can post questions, and threads, our user research showed that was ineffective. Users had to wait up to 72 hours for a question to be answered.

Solution

Book an appointment with Sephora’s online beauty advisors!

Pick a date that works for you, add your concerns, and photos on Sephora's beauty advisor booking page.

Survey

Users relied on reviews when purchasing new products.

We had 24 responses from people ages 18 - 24.

Interview

Users want the same in-depth help they would have had in person.

We moved on to interviews for more in-depth conversations. We Interviewed 12 users. There was also a common pain point of finding the correct product(s) to fit their daily regimen.

Usability

Test

Users had a difficult time looking for product help and education.

We also conducted a usability test with the same 12 users.

Scenario: You are a sephora beauty insider looking for a new barrier cream to help with some redness on your skin.

Tasks:

Search for a barrier repair cream
Find information on whether is barrier cream works for you
Ask for help: does this cream work with my current skincare regimen

Results: Users were unsure when they arrived at the details page, and opened a new tab to search for results and reviews. Users waited an average of 10 minutes before beauty advisors would reply. Some users looked at the community section for help, but were told that their questions would take up to 72 hours to be answered. Users were not able to accomplish the task.

User Flow

Users are navigating away from site.

Our usability tests showed the current user flow. No users were able to reach step 4.0 and were stuck on step 3.0.

Sketches

Creating a solution while incorporating Sephora's visual identity.

To begin our ideation process, our team came up with individual design ideas and then came together to discuss what worked and didn’t work. I focused on Sephora’s how we can help users move past the details page.

We combined our favourite ideas into the following flow:

Usability

Test 2

Our low-fi usability test showed a 68% usability rate

Using our chosen sketches above, we gave the users the same scenario as our usability test with Sephora’s current site and we tasked users to:

Search for a barrier repair cream
See whether the product works for a damaged skin
Ask for help on whether this product works with current skincare regimen

We tested 10 users and There was a 68% usability rate:

Users felt that the floating icon obstructed their view in the listing page
Didn’t like the video call option and felt that they would accidentally click into the recommended products
Users didn’t understand the consult history and preferred to see the notes and products mentioned after session
Missed add to basket icons for products mentioned

Users also commented that “Consultation feels like something that’s more tailored”

Interactive Prototype

Usability

Test 3

Our prototype usability test showed an 81% usability rate

Users also found the interface more familiar and intuitive.

However, there are more edits for future iterations:

Users mentioned wanting to better understand Sephora's labels below their products too. For example, does "dullness" and "redness" fit in the same category?

Next Steps

How to continue Sephora Beauty Adivsors

New labels
- While our 3rd usability test had a higher usability rate, users were still confused about some labels. So, after researching new labels, we should conduct another round of usability tests.

Liabilities?
- What if the recommended products are irritating for the users? It will be important to consider how the site can address any potential issues for users.