E-commerce CX research programme

High Street skincare & beauty

Researching the online and offline purchase experiences for this skincare and beauty brand resulted in insights that were impactful both for brand strategy and for the CX and UX.

The problem to solve

Generative research to assess both the in-store and online purchase experiences. Aligning stakeholders around a common vision and digital roadmap. Identifying both ‘bigger picture’ strategic insights and problems with UX to be addressed during the subsequent redesign.

Process

This exploratory research programme commenced with stakeholder interviews to understand the brand and market landscape. Insights from the interviews shaped the subsequent research programme and activities. During the synthesis stage, affinity mapping helped generate strategic insights that helped to tell the ‘as-is’ story on the experience maps. Data from user tests, and other sources, was catalogued and helped shape changes to the online user experience.

Research programme

Research programme

The exploratory research programme included interviews, user testing, and heuristic assessment of the in-store and online shopping experience. The programme generated insights that were impactful both for brand strategy & for the CX & UX.

Stakeholder & customer interviews

Stakeholder & customer interviews

Conducted at the start of research the interviews, with stakeholders and customers, provided context and identified, and framed, problems. The interviews insights around internal brand strategy, how shoppers perceive the brand, and behaviours when shopping for skincare and beauty products.

Store visits

Store visits

The in-store experience was tested by making in-person visits, engaging with sales staff, making purchases and returning products for exchange or refund.

User testing

User testing

Testing of online purchase journeys identified usability pain points as well as generating qualitative insights into both the shopping experience and behaviours around shopping for skincare and beauty products in general.

Shopper survey

Shopper survey

A survey of shoppers gathered quantitative data that helped establish the significance of qualitative insights that had been generated earlier in the research programme.

Affinity mapping

Affinity maps

Constructing affinity maps helped make sense of the large, and diverse, research findings. In particular, synthesising themes and opportunities which had not been ‘on the radar’ at the outset.

Cataloguing findings

Cataloguing findings

Mapping findings over journeys and pages provided a clear indication of the location and significance of pain points.

Journey maps

Journey maps

The research was played back via an ‘as-is’ journey map. The context and significance of each pain point were illustrated with artefacts from the research including; interview quotes, and statistics from the user tests and survey.

Design collaboration

Design collaboration

A design kickoff session enabled collaborative discussion around the research findings. This helped ensure that their implications were understood, framed the development of concept designs, and aided subsequent collaboration between UX and design.

Impact of research

Impact of research

The research insights resulted in a new content hierarchy, and new strategies for descriptions, ingredients listing, images, reviews and social media content.