How do we enhance the online shopping experience of Kazani Beauty using a few tweaks?

Overview

Kazani is a family-run business that makes handcrafted products for modern hair and body care solutions without artificial ingredients and harsh chemicals and sells these products through its website.
To improve users' experience on kazanibeauty.com, I presented 6 recommendations to help Kazani Beauty enhance the navigation and purchase flow and build trust on the website.

What's Kazani beauty's goal?

Kazani Beauty plans to redesign its website with the intention of providing an exquisite user experience to its customers.

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Their goal is to

1. Engage users to spend more time on the website
2. Build the trust of users through the website.
3. Delight users as they purchase the products.

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Devising Moderated User Testing to gain insights

Moderated user testing allows the moderator(research) to observe the participant's behavior and listen to the feedback while the user thinks out loud while performing the task on the interface being tested in real-time.

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Translating clients goal to typical user task

Goal 1: Engage users to spend more time on the website
Tasks:

1. What do you think you can do on the home page?
2. You want to make your hair healthier and shiny. Try to find a product that can help you restore your hair.
3. You are excited about the product purchased here and want to recommend it to your friend. But they are allergic to Walnut; please find out if the product suits them.
   

Goal 2: Build the trust of users through the website
Tasks:

1. You purchased the wrong product and want to know how to return it. Please figure out how to do that.

Goal 3: Delight users as they purchase the products
Tasks:

1. You know the " kazani calming oil " product is suitable for you. Try to buy this product.
2. You have been using " kazani calming oil " for a week, and you like the results. You return to the home page and order the same product again, but you plan to use this product for 6 more weeks.So how would you go about this?

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Participants

Kazani’s beauty target customers were in the age range of 20-50 Years old.We recruited 6 participants who preferred shopping for beauty products online and spent a minimum of $30 with every purchase.

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Data analysis- Breaking down the raw data

85 usability issues were encountered using Moderated usability testing method.
I synthesized and organized major findings into 4 categories based on similar themes using the Rainbow Spreadsheet method.

Key strengths

• The purchasing process is straightforward and makes sense.
• ​​It was fairly user-friendly in terms of interactions.
• The interface is aesthetically pleasing.

"Seamless purchasing experienc, and I can add other items if I wish as well."

Key improvement areas

• Lack of key information on the product list page.
• Users cannot understand which product matches which content on the home page.
• Users find it hard to navigate the product detail page.
• It isn't easy to scan and understand the ingredient section of the product detail page.
• Buttons at corners are overlapped.
• Users cannot understand how to return and refund the product.

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Proposing easy-to-implement tweaks that bridge the gap between the usability of the website and the client's goals.

Navigation

Recommendations 1 and 2 solve obscurities related to different products that highly affect several users' confidence while navigating the website.

Purchase Flow

Recommendations 3 and 4 aim to improve the product browsing experience on the product detail page before purchasing products.

Building Trust

Recommendations 5 and 6 make the website more accessible and credible to build trust.

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Conclusion

Clients Reaction

With these 6 recommendations, our stakeholder was confident that the website would increase sales up to 55%

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"I never realize that since I am doing this 24 hours, I know what the product does. So I forgot, I mean, when you did it, you don't see it. Just like a blind spot. Especially the first recommendation, people don't know what it's (the product) for. OMG, how could I leave that out?"
- Semin Karatas, Founder of Kazani Beauty.

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Learnings

Power of Silence

I used the awkward silence to my advantage. Using a fair amount of pause before asking the next question made our users speak their minds and give us valuable insights.

Researched backed Re/Design

Initially, I thought, what's the point of testing the old website when the newly designed website would go live in a couple of months. Instead, save time and money and test the new design/prototypes. After presenting the findings to the stakeholders, I realized that these issues would have continued to exist in the latest version as stakeholders working continuously on this project would have made them blind to the fundamental user issues. Thus it's vital to have a research-backed design in any project to save time and money.

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Thank you for taking the time and going through this case study.

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