MY WORK
Bliss: A Usability Case Study
In the fall semester of my Sophomore year at school, we performed qualitative research using multiple human-centered research methods to determine how to improve the usability of Bliss Skincare's website. The methods used in this case study, along with the previous one, provided me with the tools I needed when creating brands, strategies, and products around specific audiences. The research methods, findings, and recommendations are below.
DESIGN PROCESS
Let's take a look at how we got here.
After reviewing Bliss Skincare's website, we determined we wanted users to focus on a few key areas: interacting with the MET while buying tickets and attempting to find additional information, which is key to a user's feeling of success.
We used these areas to develop tasks where users would encounter these focus areas in different ways to see how they would navigate through these issues. We then developed a script for usability testing that would give them enough direction and information without having to massively assist and alter any potential results. This script was then tested until failure with other project teams, along with each other to find any issues prior to testing with a user.
Using the script, our team of four each tested and recorded two usability tests. After tracking their mistakes, errors, and failures, we determined which areas users struggled most significantly and developed recommendations from these findings that were presented to the class along with video and quoted evidence from our participants.
Findings
The ‘Find Your Routine’ feature annoys and disappoints users.
Users became incredibly confused and frustrated with this feature for a number of reasons.
“I really dislike the fact that I lost my recommendations. That really bothered me. And that it recommended me something that was sold out, that was annoying.”
“My assumption is that if I click that – Shop My Results – its products align with whatever I said. If it’s not I’m going to be severely disappointed.”
“This is…it will help me choose what products I need, and how to use them. That’s my expectation looking at that.”
The website does not provide necessary information for users to feel confident, comfortable, or educated in their purchasingdecisions.
Users felt that the lack of educational components was a huge miss by the website and led to user confusion.
While most skincare sites have educational components to help users learn and feel more informed about specific products or ingredients, Bliss does not feature any educational components and isolates users by creating confusing product names that have nothing to do with the actual function of the product.
“I would do research on a different site before coming here to buy it.”
“If I don’t know about like, what it is, then it’s difficult.”
“An educational component, videos even, would go a long way to make the site a place where people didn’t just come, buy, and leave.”
Recommendations
The ‘Find Your Routine’ feature annoys and disappoints users.
At the end of the quiz, show the suggested core products before asking for email (cleanser, treatment (if applicable), moisturizer, sunscreen).
Highlight the relevant benefits of the products based on quiz responses(suggested because you responded that you have: dry skin, acne, and are a certain age) and describe when, how, and where to use each product in a routine.
Ask for an email at that point to receive a copy of the results and get a more detailed report and more product recommendations beyond the core routine.
The website does not provide necessary information for users to feel confident, comfortable, or educated in their purchasingdecisions.the pages.
Create an educational section on the website with articles and videos that explain common skincare items, concerns, and solutions.
Enhance product descriptions by highlighting information on ingredients, usage instructions, and potential results.
Add a feature that allows users to compare multiple products side by side, making it easier for informed decisions.