Introduction
As facial treatments have gained popularity in recent years, it's no surprise that skincare clinics now offer a wide range of skincare services. Our team had the opportunity to assist Le Bon Skin Lab in redesigning and crafting its website's brand image. This effort aimed to enhance the brand's authenticity while also driving sales.
After conducting interviews with both the owner and 12 users, and looking at existing user data, the feedback we received after relaunching the website was overwhelmingly positive, both from the business owner Cleo, and the users. In fact, within the first week of the relaunch, we observed a 11% increase in click-through rates (CTR), leaving Cleo extremely satisfied with the results.
Additionally, we've seen an increase in engagement and conversion rates following the website redesign, again within the first two weeks of the relaunch. These improvements demonstrate the effectiveness of our approach and highlight the importance of optimizing the user experience to achieve better outcomes.
After conducting interviews with both the owner and 12 users, and looking at existing user data, the feedback we received after relaunching the website was overwhelmingly positive, both from the business owner Cleo, and the users. In fact, within the first week of the relaunch, we observed a 11% increase in click-through rates (CTR), leaving Cleo extremely satisfied with the results.
Additionally, we've seen an increase in engagement and conversion rates following the website redesign, again within the first two weeks of the relaunch. These improvements demonstrate the effectiveness of our approach and highlight the importance of optimizing the user experience to achieve better outcomes.
Team
1 Product Manager
1 Product Designer (me)
1 Product Owner
1 Product Designer (me)
1 Product Owner
Role
Information Architecture, Interaction design,
User Research, Visual Design
Year
2023
Platform
Desktop, Mobile
Tools
Figma, Photoshop
Problem
Users pain points:
1. It's challenging for users to identify the services and products that best suit their specific skin conditions, users often lack clarity regarding their effects and contexts.
2. Some skincare services may not be getting enough user attention because they are either too expensive or the way they are displayed on the website is not persuasive/informative enough.
3. Users want to see the most up-to-date content, and optimized usability.
4. Some users find booking a few services per month to be too pricey, they want to make more sustainable economic decisions and learn more about the latest promotions.
Business Problem:
1. Low click-through rates on the services, which leads to reduced sales.
2. The previous site didn't present a genuine and inviting brand image and failed to provide enough information about the services' advantages.
3. The site lacks the most up-to-date services, ads, and content, and contains repetitive information, past products, and featured brands that need to be removed.
4. The site had too many irrelevant and unupdated products that are too prominent on the page, leading to a confused user experience.
2. The previous site didn't present a genuine and inviting brand image and failed to provide enough information about the services' advantages.
3. The site lacks the most up-to-date services, ads, and content, and contains repetitive information, past products, and featured brands that need to be removed.
4. The site had too many irrelevant and unupdated products that are too prominent on the page, leading to a confused user experience.
Solution
Through conducting user interviews, our team has identified several pain points that require our focus for the project. The issues we discovered include the site's lack of clarity regarding its services and products, which has led to low click-through rates. Additionally, we found that the site's visual design has room for improvement, as the over-decorated visuals, unauthentic images, repetitive content, and outdated products and brands, further exacerbate the issue.
With that in mind, the ultimate goal is to design a website that is not only visually appealing but also easy to navigate. By doing so, customers will have a seamless booking experience.
Goal
User Goals:
We need more information and clarity on the effects and context of the skincare services and products on the sites, while optimizing usability. Furthermore, we would like to view the latest promotions and content.
Business Goals:
To optimize the overall user experience, we aim to provide the most updated content, including ads, the latest promotions, and services. As part of this effort, we also plan to remove any outdated or irrelevant services and products. Our ultimate goal is to provide a trustworthy brand image that increases the site's engagement and drives sales.
The primary metrics we'll be focusing on are User Engagement and Conversion Rate.
The primary metrics we'll be focusing on are User Engagement and Conversion Rate.
Research & Insights
To begin our project, we conducted extensive research on the facial treatment industry and our target audience. This involved analyzing consumer trends and preferences, as well as conducting competitor analysis and gathering feedback from stakeholders and customers. Through this research, we aim to identify areas for improvement and potential opportunities. Additionally, we plan to conduct user interviews to gain deeper insights into our target audience's behavior, needs, and expectations when booking facial treatments online.
Before and After Highlights
Site architecture
Final Design
Style Guide
There were also many many iterations since the first design concept was shown to the owner, since she had many changing ideas that she did not know how to translate into the design of the actual website. This was a great learning experience, not just in designing for an industry that was previously unfamiliar to me, but also how to effectively communicate with clients through both verbal communication and through providing various design options and directions.
Future Iterations
There are several features that come to mind regarding future iterations and how we can improve both the user experience and ideas to drive sales through the website.
1. There are many different types of services, even within the same category, thus having a more explanatory section that can be minimized and expanded as needed would drive more sales since the user would be more informed as to which service they actually need.
2. Integration of direct purchases of sponsored products that can be chosen to be either picked up, delivered, or purchased in bundles along with the services, and of course, corresponding UX/UI designs to support this.
3. Featured services and products so that users could easily find popular or on sale services and products in order to convert click-through rates into conversion rates.
4. Separating out the different procedures and services into a dropdown rather than a scrolldown so that users could more efficiently navigate to the desired section.
5. A blog or updates section that highlights the newest services and technologies, as well as possibly videos of happy customers after a service that could better highlight their positive experiences.
2. Integration of direct purchases of sponsored products that can be chosen to be either picked up, delivered, or purchased in bundles along with the services, and of course, corresponding UX/UI designs to support this.
3. Featured services and products so that users could easily find popular or on sale services and products in order to convert click-through rates into conversion rates.
4. Separating out the different procedures and services into a dropdown rather than a scrolldown so that users could more efficiently navigate to the desired section.
5. A blog or updates section that highlights the newest services and technologies, as well as possibly videos of happy customers after a service that could better highlight their positive experiences.
