William Terra

Improving Glow Hub
E-commerce for mobile and accessibility.

Project Overview

Glow Hub is a British skincare brand founded in 2019, targeting gen Z and Millenials customers. Despite the brand growth in the last years the store homepage was underperfoming, lacking on accessibility and not helping users achieve their goals.

  • Project: Homepage Redesign

  • Target Audience: Millenials/Gen Z looking for skincare solutions​​​

Role - Research, Branding, UX
Year - 2022

Client - glowhub.com

I've been asked by the brand stakeholders to review the home page and analyse improvements that could be made, the first step was to gather insights about the customer and understand the value of our home page for our customers and how important that was on the customer journey and checkout flow. This step included

  • Desk Research / Analytics data analysis

  • Qualitative Feedback Survey​​​​​​

Defining the problem

Using information from analytics, heatmaps and past surveys produced with our main users, i was able to map out the first insights needed in order to empathise with users current problems when visiting our homepage. I’ve also used a 10 step heuristic analysis from Jakob Nielsen*.

Discoveries:

- Most users will only scroll to the first 2 sections of the page

- Users rarely sign up using the bottom subscription box - 

- The homepage banner have less clicks than the product section despite being above the fold

Heatmaps and heuristic analysis.

Understanding the customer journey.

​Tools Used

  • Figma

  • Miro

  • ​Hotjar

  • Google Analytics​​​​​​

  • ​Userbrain​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

UX Techniques Used

  • Competitive Analysis

  • User Interview​

  • User Persona

  • Desk Research

  • ​User Stories

  • Ideation (Crazy 8s)

  • Wireframing and Prototyping

  • Usability testing and Iteration

My Role

  • UX Researcher

  • UI/UX Designer

During this initial phase of the project the focus was to validate and align everyone’s idea of who the customer was and the main problems they were facing from discovery of our brand to converson, for that i’ve approached the team with a Persona workshop. This workshop had a mix of desk research data and stakeholders inputs and the result was 2 different personas (a female and a male(gender fluid).

User Persona workshop - 6 Persons

User Personas

Our second discovery workshop was held on Figma (Figjam) using stakelholders inputs and the data from our User persona created earlier on during the sprint, this workshop allowed the team to map out the customer journey from awareness to loyalty, on this case it also helped us understand the importance of the home page on the customer journey.

User Research Highlights

After collecting all data, analysis from user research and stakeholders goals we understood the main problems customers were facing and as a group we've agreed the page needed to respond to the following questions:

- What products works for unsure Teenagers?
- What are our easy skincare Routines?
- What new products do we have?
- What are our products suitable for Senititive/
  Oily/Dry Skin/Combination?

With all the problems defined we could now move to  prototype stage where those questions were answered with design.
 

On this workshop i’ve used Crazy 8’s to bring the team together on possible solutions to each problem we've had to solve on this new page taking all data and prioritising sections were most important to our users.

Low and High-fi prototypes.

After gathering solid ideas using pen and paper, i started to build wireframes using Figma. I made sure to prioritise the features that would best address the needs of the personas and include the most voted ideas during team prototype brainstorm. I've tested the first layout with 4 different users before moving to the next stage of high-fi prototype.

Involving the team on early prototypes.

With the new homepage ready it was then send over to our developers using figma and Zeplin, the first test of the homepage was an A/B test where a portion of our customers would see the new design and some customers would see our previous homepage.

  • Improved use on mobile with a focus on accessibility, better button sizes and mobile friendly type
     

  • Improved customer journey as the new page sections reflected our user needs much closer

  • Improved conversion: (Still validating data)

Final version and results.