Naked Poppy was a clean beauty company, and my most recent project with them was incorporating skincare into their clean beauty offerings. Previously, I had helped them increase conversion from users taking a beauty assessment to making a first purchase, but with the addition of skincare, we wanted to increase the size of first purchases.
Product design consultant – design strategy, user research, interaction & visual design.
The projects goal was to increase the number of products in a new user’s first purchase over 2 visits.
I led a sketching session with the in-house team to get at ideas for how to incorporate skincare. These were some of the ideas put in detailed sketches.
We didn’t know how many skincare products would be best for users to see, but we knew there were some personas on skincare use around how many products people wanted to use. We decided to create three skincare routines – essentials, complete, and extras – with the idea that we could land people on either essentials or complete depending on behaviour.
When the team and I had decided on a direction with the sketches, I moved onto wireframes. I started with mobile but with an e-commerce site, larger sizes also needed to be considered.
Using userinterviews.com, I ran a moderated study of 6 semi-targeted users through wireframes. Since we had previously done user research on the site general purchasing workflows, we decided to move user testing to after the wireframes. The user tests influenced updates to wireframes, and then I moved onto visual.
These visual designs narrowed down our learnings from user testing. For these designs I leveraged existing brand guidelines for their visual style, adding my own elements.
The average size of a new user's first purchases increased by approximately 1.5 items. This counted as a moderate success, so the team was able to go forward with skincare as an offering.
