I started my research by conducting a heuristic analysis and cognitive walkthrough of the existing website. I observed three users as they had been navigating the website and asked them to think aloud while interacting with it. The process provided valuable insights into areas needing improvement in terms of efficiency, satisfaction, and ease of use.

Irrelevant Subscription Confirmation: Users received an unrelated image after subscribing, and an immediate welcome email or 10% discount code, undermining trust.

Subscription & Contact Us Issues: No confirmation email after subscribing led to repeated attempts. The 'Contact Us' page lacked visibility and feedback, causing user frustration after message submission.

These technical issues are important for our customers' trust and shopping experience, so I continued my process after making sure these problems are fixed.

Users Personas based on Customers' Reviews

• The majority of our customers are women.

• They value sustainability and look for natural and organic products

• They want to make sure that the products bring them the value they want based on their prices.

• They want to keep the natural look of their hair or change it without damage.

After gaining a solid understanding of our customers, I conducted three usability tests to identify pain points with the current website. Two participants were recruited from our existing customer base, and one was a novice user, to capture insights from both current and potential customers.

Product information is placed below the product images listed in seperate sections and are expandable.

Main ingredients are visually highted to see without needing to expand sections.

The product's detials and information are placed directly next to the product image in a tabbed format and the 'Add to Cart' button bellow it.

What I achieved:

• A 12.8% increase in conversion rate.

• Cost reduction by 94%.

• Effective personas based on users' feedback and reviews, which guided design decisions and addressed user needs.

• User engagement through targeted design adjustments that better aligned with customer expectations.

Key lessons learned:

• Small iterations can lead to significant improvements.

• Empathy with users is invaluable, benefiting both the business and customers.

• Maintaining a growth mindset and staying open to learning opportunities can significantly reduce costs.

Personal thoughts and analysis:

• I realized the value of staying calm and solution-focused during challenging situations, as it supports both team dynamics and business goals.

• Developing empathy with users not only improves design outcomes but also fosters a stronger connection between the team and the customers.

• Understanding the business impact of design decisions helped bridge the gap between user experience and organizational goals.

• Reflecting on project outcomes has shown me that the skills developed through each experience have lasting value beyond the project itself.