MOBILE WEB DESIGN. UX/UI. A/B TESTING.
BAMBUEARTH CREATES ALL-NATURAL, ETHICALLY SOURCED, SUSTAINABLY HARVESTED, HAND CRAFTED SKIN CARE PRODUCTS. THEY WORK WITH PRODUCERS TO MAKE PRODUCTS THAT ARE GOOD FOR YOUR SKIN, THE ANIMALS, THE PLANET, AND THE PEOPLE MAKING AND HARVESTING THE INGREDIENTS.
Our client was in the middle of a rebrand and they wanted to find new ways to redesign & improve the PDP. I was tasked to do research on various ways the customer journey could be improved on this landing page. My deliverables included a mockup (I used Adobe XD) that included elements that I found in my research. My focus was on conducting interviews with people who are similar to their target audience to find the most important value propositions of the product. I also wanted to test my design with people who have zero interest in the product to see how fluid the user experience is.
Could you tell me about your current skincare routine?
Can you tell me about the last time you’ve bought skincare?
What are your pros/cons of online shopping versus in-store for skincare?
On a scale of 1-10 how particular are you about the ingredients you use?
My first step: interviews with likely users. I collaborated with the analysts on our team to gather this info; they dove into the Facebook and Google data to find the common demographic and interest groups of the client’s audience.
The goal was to understand what value propositions people look for when buying natural skincare. Understanding the most common value props aids my design process and is the focal point of this A/B test. I got a strong response towards knowing what ingredients are in a product. People had little to no knowledge on why certain ingredients were good for their skin. Although, many people claimed they would like to know more details about the benefits.
After gathering information, I drafted a mockup for the PDP. I kept all the most relevant value propositions at the top of the page followed by a 5 star review to add social proof. Then, I implemented a collapsable ingredients, benefits, and how to use section to give consumers more information but keeping the page length to a minimum. During my testing, I found this had the most interaction, and that was a great affirmation to my hypothesis. I also added a static add to cart button on the bottom to increase the purchasing power. The end of the page included a few icons along with a section for the rest of the reviews.