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.
The Opportunity
Identify key areas where users might have trouble using Bliss's website, and based on user research, recommend improvements to the experience.
The Solution
Specific and actionable suggestions for the developers of the Bliss website and ecommerce experience to increase usability in specific areas.
The Result
Based on a few insights, we were able to identify two areas that really frustrate and overwhelm users, preventing them from checking out. From this information, we provided developers with suggestions on how to improve this experience.
My Contribution
As a team, we each performed five usability testing studies on key audience segments and collectively ranked the top two struggles our users ran into, providing suggestions for improvement based on the users' struggles.
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 the necessary information for users to feel confident, comfortable, or educated in their purchasing decisions.
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.