Competitors research
Our aim was to look at how other competitors in the marketing deal with similar situations:
Too many choices for a targeted solution
Involving steps to archive a look
Research within/beyond the hair beauty field:
Crazy hair, Lush, Directions, Davines
Glossier, Ordinary
Approaches
We talked to our customers to learn about their experiences and identified most pain points/barriers of decision-making happened during the experience of browsing multiple products and not knowing which one is most suitable (if not a bleach expert) .
These led us to two priorities/areas to focus on the solution seeking:
Browsing experience - Initial decision-making stage
Too many choices for one targeted solution
Product page - Second push
Lacked reviews and social proof (reassurance that customers need)
Customer journey
The customer journey map outlines the possible routes for different experiences when entering the site. This gave us an idea of how we could interact with our customers and help them effectively make decisions.
This exercise included me and a product manager, then shared with the broader team later.
Collaborative problems solving
Our goal was to eliminate barriers and provide solutions that could help them to make quicker and more informed decisions.
We brought these ideas to developers / relevant teams for alignment, dev feasibility and lead time were also the key considering factors in the decision process.
Design and testings
Project manager and I had a crazy 8 exercise to brainstorm what some ideas would look like.
Lots of ideas were generated during the process, a few possible routes were transformed into hi-fi mockups in the early design stage and brought in front of users to gather insights and feedback.
Design validation
A few different solutions were uploaded on user-testing.com to gain feedback overnight, while we could receive insights the next day for iteration.
Hair journey
Hair quiz
Shop a look
Takeaway
Users' responses to the hair quiz are 50/50
Users do not fully understand some of the questions in the hair quiz
Users are aware of the steps needed to achieve a look and find it intuitive
Users want to get more info while choosing the step
Users are price-conscious when adding the bundle
Small iterations were done to make the experience more intuitive.
Contextual solution - online hair consultation
As covid hit, so many of the stylists who worked in the salon were stuck at home and we needed to think of a solution to enable our stylists to ‘work from home’ and adapt to the situation while inspiring our customers to be creative at home and providing them even better service.
