The Clear Scoop
UX Designer
Overview
The Clear Scoop is an e commerce start up that educates users on the many dangers of toxic chemicals in personal care products and only sells researched beauty products that pass their rigorously screened criteria. Visitors to the site can take a personal skin care test and evaluate the level of toxins in their daily routine. Customers can filter product pages based on skin condition, skin type, pregnancy, kids and other ingredient sensitive needs.
Problem
The Clear Scoop is an outdated website; confusing homepage, lackluster experience, after wrong target audience.
The site needs a serious makeover, not optimized for mobile, not RWD, untrustworthy slow checkout process.
Research
First had to gain knowledge and get comfortable with the site, brand and their message myself.
I began to see the complete picture that is Clear Scoop, at first I believed it to be a traditional e-commerce. The Clear Scoop is actually a specialized educational site for customers that want/need the healthiest, cleanest personal beauty products. A research team of cosmetic chemists will dig through complicated and confusing ingredient lists, to only recommend the purest and best personal skin products for you.
I would not have known that, just from visiting their website. So note to self, make sure that is transparent to new users.
After getting acquainted with my site, time to scope out the competition! What are other major wellness e-commerce sites up too?
(Thrive market, Popsugar and alba botanica) to name a few.
Using Typeform I whipped up a data producing online survey. Quantitative data, check.
Using another survey, was able to bring in 5 target users, that have specific skin care needs. All of them had a sensitive skin condition, ranging from eczema, rosacea, hives. Conducted personal and non bias one on one user interviews, to gain data, empathy and hopefully solutions to their problems.
Also had the target users, perform usability tests on the company website and recorded their questions, frustrations and insights.
Takeaways
Compiling all the data, got an even bigger understanding of the beauty industry and Clear Scoops role in it.
Data from surveys, user interviews, useability tests, card sorting, own experiences with site and evaluating competitors, concluded….
What users like about ClearScoop
Personal skin care test, very eye opening, quick and educational results.
Researched products with little to - no toxic and harmful chemicals.
Specific skin care categories, egzema, rosacea etc.
What users dislike about ClearScoop
Dull, tacky, untrustable website.
Confusing brand and e commerce site.
Difficult to navigate site and find specific skin care products.
Product description page is overwhelming, lots of text to read.
Iterations
First objective on the list was to create a smoother navigation bar. One that can assist users in locating products by selecting conditions, skin type, price, lotions etc. Along with a direct link to the shop, most users didn’t know about the e-commerce on the previous version of the site. An our story tab, so that customers can gain trust with the CEO and why she started The Clear Scoop.
Started creating wireframes for all screen sizes, 80% of internet users today access site through mobile.
Created wireframes in Sketch, lo fi prototypes in invision, hifi with Flinto.
Overall more colorful, bright, and natural colors schemes that other beauty websites execute. Updated smoother add to cart and completely new and simple check out process. Along with a minimalist yet helpful product description page.
As well as a new marketing campaign, to educate and attract new users.
(Marketing)
Endless beauty products are available on the market
Yet so many contain hidden chemicals and toxins
Which ones are truly safe to use?
Companies use complex and renaming loopholes to confuse consumers about the harmful ingredients in their products
There are sooo many toxins to look out for
Who's got time to research every product and every ingredient?
Let Clear Scoop do the research for you!
TheClearScoop.com curates through beauty products and their mysterious ingredients to provide you with toxic free choices and solutions!
Got specific skin needs?
We got you covered!
Testing
Brought back in the previous target users,usability testing conducted along side a/b with different navigation bars, site color schemes and overall reactions.
Sent out typeform surveys to gather intel on the website trustability, ease of use and overall experience.
Results
Explosive feedback on trustworthiness, brand values, ease of use and overall positive experience with the new redesign!
Next steps include, monthly subscription based personal skin care boxes, upgrade personal skin care test with extra products, shampoos, soaps etc.