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Ren Skincare
PROJECT
Ecommerce
DESCRIBTION
Digital Product Design
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TEAM
UI/UX Designer, Developers, Project managers
BRIEF
REN Skincare sought a website redesign to align with its clean branding and product ethos across its UK, US, and French sites. The primary objective was to elevate the platform’s overall user experience (UX) standards. With a focus on simplicity and sophistication, the new design aimed to guide customers through their site journey seamlessly.
Improving conversions was a key priority for REN, driven by the detailed UX enhancements implemented across the site. The streamlined and user-friendly interface aimed to provide the optimal user experience, increasing customer satisfaction and conversion rates.
We also had to work on the Accessibility side of the site because the US market.
CHALLENGES
The user has to add the product easily to the cart. Users have to see the reviews. We want to how all the key details to our users. Also, keep in mind that SEO is very important to us.
RESULT
REN Skincare prioritises ethical practices and offers simple, effective products, necessitating a website that delivers a seamless and intuitive user experience. Simplifying the member’s sign-up section on the homepage was crucial to enhance ease of use, increasing the likelihood of data capture and optimising the homepage layout. Additionally, navigation was streamlined to enable intuitive browsing.
Introducing collection landing pages into the navigation further enhanced user engagement, allowing customers to navigate the site effortlessly. With product accessibility prioritised, finding desired items onsite requires no more than two clicks. Streamlining the path to the shopping cart reinforces excellent customer service.
The site's design minimises UX rabbit holes, ensuring users can easily navigate without encountering dead ends. This reduces bounce rates and enhances user retention while showcasing related products and valuable content to keep users engaged.
BRAND RESEARCH
Researched the history of the company, how it got started, what its short-term and long-term goals are, who its competitors are, what its biggest challenges to success are and identifying its target market.
STAKEHOLDER INTERVIEWS
Five total interviews and follow-ups with the CEO, operational managers and developers.
From Ren’s exclusive bank of user data, discovered patterns in the numbers that would eventually lead me to the recommended solutions.
DATA ANALYSIS AND SYNTHESIS
Checked and listed the competitor's brands to understand the different user journey processes, their techniques and the components they use—brands such as Clinic, Clarins, John Lewis, Mac and others.
COMPETITIVE AND COMPARATIVE ANALYSIS
Toured all of competitors’ sites and native apps as first-time users, taking extensive notes on what was experienced and how those experiences made us feel about the product, how easy it was to personalise a product for customers and how easy the process of adding to bag and checkout was for users.
HEURISTIC ANALYSIS
USER RESEARCH
Studied and documented potential user behaviour and feedback while testing the current website and user flows.
SCREEN, SURVEYS, HEATMAPS, SCROLL DEPTH
Developed several screeners and surveys for potential users, and current and former users of Ren Skincare. We also checked the heat maps and scroll depth.
I conducted in-person, phone interviews and online questionnaires with current and potential users.
USER INTERVIEWS
STAND-UPS AND PIN-UPS & WORKSHOPS
During the research process, I worked closely with our team and stakeholders to keep everyone updated with what we were working on received feedback and brainstormed with developers for some of the challenges. I presented the findings, problem statement and potential solutions to other UX designers for feedback and review.
PERSONAS
Developed detailed dossiers on four different types of target users for Ren, reference points to guide us in our journey to solve the problems.
With data from our extensive research, we prioritized a list of 50 possible features — some essential, others less so — that we would need to factor into our solution.
FEATURE PRIORITIZATION
INFORMATION ARCHITECTURE
We reevaluated the current REN website, and based on our research, reorganized the main navigation, footer and checkout flow.
USER FLOWS
Guided by our personas, we wrote stories for how our users would navigate through the new site.
VISUAL DESIGN
We began with crude early sketches, progressed to low-fidelity wireframes, and finally to a working medium-fidelity prototype of mobile and desktop versions of the website. We would test and validate our designs every step of the way.
USER TESTING
With a working prototype, we tested our design on 13 users, recording and documenting their verbal and nonverbal feedback.
From our testing, we made extensive changes to our design to deliver a final high-fidelity mockup to our client.
INTERACTIVE DESIGN
NEXT STEP
Get in touch Paria.kiad@gmail.com