Sponsored Case Study
Josh Wood Colour is an e-commerce start-up founded in London. The company offers hair care and colour products to customers with the option to subscribe for a repeated order.
Duration
12 weeks
Platform
Mobile
My Role
User research
UX Design
Prototype
Usability Test
Client Pitch
Project
Background
Initially, I was tasked with redesigning JWC's homepage and diagnostic survey to boost subscription rates for repeat orders. However, after conducting thorough research and user interviews, I identified biases in the initial assumptions. Consequently, I advocated for and designed a solution centered around user needs, ensuring it was intuitive while still aligning with the broader business objectives.
Problem
Statement
How might we help our users feel more confident about the product they are buying and plan better during the colouring process?
Project
Outcome
Updated User flow and other features received stakeholder buy-in.
I pitched my ideas to JWC's key stakeholders including Josh Wood, who reviewed my design and gave strong positive feedback.
80% of the users gave positive feedback to the updated user flow
During the usability test, 16 out of 21 users found the web flow intuitive to use.
Design Approach
Summary
JWC stands out among its competitors in its aim to bring salon experience back home and its premium quality products. The brand provides guidance and support to its customers. Their online platform has numerous tutorials, expert advice, and other resources to assist users in achieving the best results.
Key Insights
01/
We need to redesign our homepage to elevate the brand.
Freedom to change/customise colours makes it luxurious
“I like to change my gloss colour to feel refreshed every once a while, but it’s quite annoying that I can’t do it on the website, I definitely expected it from a brand like this”
02/
A diagnostic survey is what we are missing
Most users know what result they want but are uncertain what is the right product for them
“I have tried a couple of different root covering product but none has worked well, so I end up colouring my whole head more often and I think that’s bad for my hair”
03/
Hair care is self care
“When the colour turns out well I feel so proud of myself!”
04/
JWC delivers salon results at home but users miss the salon experience.
“I like getting pampered at the salon, it’s nice when someone remembers what I like and just takes care of me.”
Persona
Who are our target audiences, how might we help them?
After reviewing user research and discussing with stakeholders, I created two personas to focus on. vrugvuaygvyeugeuy
Jane - Cautious Colourer
52, teacher
About Jane :
Jane started subscribing to Josh Wood Colour's colouring kit during the pandemic, and is currently considering ending her subscription since salons are opening again.
Needs and goals :
Maintain healthy looking hair to look younger and more professional
Have colouring kit delivered on time based on her own hair routine
Feel more confident
Save time and money on hair products
Challenge and Pain Points:
Unsure what product is best for her hair
Forgets to make changes to her subscription
Feeling she is overpaying for her subscription
Dani - Look good to feel good
31, designer
About Dani :
Dani likes to colour her hair as a styling choice. She has tried a few difference colouring product and wants to keep exploring her options.
Needs and goals :
Adds healthy shine to her hair to make it look better
Save money on the right product, so that she can try new products for experiments
Feel good about how her hair looks
Challenge and Pain Points:
Tried a lot of different product and not sure what is working
Worries that she will ruin her hair with home-colouring product
I then held a brainstorm and ideation session with the stakeholders to help them empathise with users needs and come up with better solutions.
Notes from brainstorm session with stakeholder
After a comprehensive discussion with the Product Director, we established a prioritization strategy for the proposed design updates. Our decisions were grounded in evaluating the impact/effort ratio, technical feasibility, and alignment with business objectives. Based on these criteria, our prioritization is as follows:
P0 - Enhancing the ability for users to modify or cancel their subscription.
P1 - Improving user profile documentation,
P1 - Introducing personalized product recommendations and application tips.
After defining the revised user flow and crafting a low-fidelity prototype, I engaged with the users again. I assigned them two specific tasks to perform independently. While they interacted with the prototype, I closely observed their behavior and took notes on areas that necessitated further refinement.
Task A: Change subscription order to be delivered every 6 weeks
Task B: Choose a root covering product
01/
Ability to add one-time changes to the subscription gives the users more control
02/
Modify/cancel/skip subscription features should exist in one place
03/
Users can be skeptical when they see a recommendation from the website but don’t know why
04/
Increase overall contrast and font size for accessibility
