UX/UI Redesign Website | Client's Project
Completed in General Assembly, as part of the User Experience Design Immersive (UXDI) Bootcamp
Overview.
SSUNSU is a pioneering Korean health and beauty e-commerce brand dedicated to bringing the latest Korean beauty trends to Southeast Asian consumers. Through an innovative influencer-led business model, SSUNSU empowers customers to lead happy, healthy, and beautiful lives.
This is our proposed redesign for SSUNSU. The goal is to transform into a clean, minimalist aesthetic reflecting Korean beauty's elegance with Intuitive navigation, influencer-driven content, and mobile-first design ensure a seamless, engaging shopping experience.
Project Plan.
Project Team
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Jennifer
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Melly
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Kai Xin
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Siska
Timeline
2nd Aug 2021 - 20th Aug 2021
Methodology
Tools
Problem Discovery.
Before commencing our research, we perform a heuristic evaluation of the existing website to identify usability issues and uncover opportunities to improve the overall user experience.
The tab could be enhanced with additional key information to better support informed purchase decisions.
Reviews are subjective, as results vary by age and health condition.
Insufficient influencer details may reduce user confidence in the product’s effectiveness.
The placement of the FAQ section makes it difficult to locate, potentially hindering users from quickly finding key information.
The product information and benefits are vague and lack supporting scientific evidence, making it difficult for users to assess credibility.
Research.
Target Audiences
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Users who are interested in the Korean beauty and health products
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Users who have been taking health and beauty supplement
User Interviews
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Round 1: 14 Participants
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Round 2: 10 Participants
Surveys
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30 Participants
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40 Participants
Key
Insights.
1. Usability
Users struggle to choose suitable products due to overwhelming options and unclear, non-personalized descriptions.
2. Credibility
Users struggle to trust influencer recommendations for supplements and beauty products, perceiving them as paid promotions rather than genuine reviews.
3. Lack of Information
Users find product information insufficient and unclear, often needing to search external sources to understand benefits and make informed decisions.
Persona.
Melinda, Marketing Executive 26
" There are a lot of influencers promoting products, I'm not sure how genuine their review is"
Goals and Needs
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To find credible influencers with genuine reviews.
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To find effective supplements for health and better skin.
Frustration
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Unsure which influencers give genuine, credible reviews.
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Unsure which health and beauty supplements are effective.
Problem.
Users need a reliable way to discover effective products and credible influencer recommendations, so that they will feel confident in their purchase decisions.
Solution.
Transform SSUNSU’s website into an interactive platform that highlights credible influencers with genuine reviews to build trust between SSUNSU, influencers, and users.
Ideation.
After conducting research and identifying key problems, we moved into ideation and finalization. Through a design studio session, each team member sketched individual solutions, which we then critiqued, refined, and voted on. The selected ideas were developed into mid-fidelity wireframes, tested for usability, and ultimately evolved into high-fidelity designs with finalized visual direction.
Sketches
Mid-fi Wireframes
Key Features.
Transparent and Credible Product Page
The product page provides users with transparent, credible information to support their research and decision-making. It includes scientific data, ingredient details, awards, reviews, testimonials, Q&A, and usage statistics.
Reviews help users relate to others with similar conditions, while the Q&A section allows them to explore common inquiries or submit their own questions for personalized responses.
Community Page
While influencer testimonials can appear biased due to sponsorship, consumer reviews are often seen as more credible and experience-based.
The community page features authentic feedback from both influencers and real users who have tried the products. Users can explore reviews from others with similar concerns and share their own experiences to help others make informed decisions.
Influencer's Profile Page
As an influencer-led brand, SSUNSU relies heavily on influencer marketing. Testimonials play a key role in building trust and engagement.
Each Influencer Profile Page highlights their product journey, showcasing authentic reviews supported by photos, videos, and visible progress. This aims to boost user confidence in the credibility of influencer testimonials.
Usability Testing.
6/6
Users found the product page highly detailed and informative, making it a valuable resource during their product research.
6/6
Users found the community platform highly valuable, as it provides authentic reviews from both product users and influencers.
6/6
Users see the influencer profile page as a credible source by showcasing their product journey and results.
5/6
Users expressed a preference for filtering products by rating in addition to age.
5/6
Users expressed that the tab should be made more prominent to facilitate easier access.
Iteration
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Add Rating Filter: Ratings are important for users when researching products and reviewing feedback.
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Improve Tab Visibility: Make tabs more prominent for easier navigation between pages.
4/6
Users found the filter categories unclear and confusing.
5/6
Users relied on the search function when tasked with finding Ginseng Jelly.
Iteration
Simplify product labels to better reflect related items, enhancing user understanding and site navigation.
Currently, SSUNSU’s limited product range does not fully support broader product categorization.
4/6
Users continue to express doubts about the credibility of influencer testimonials.
5/6
Users found consumer testimonials more credible and seek reviews from those with similar body conditions.
Iteration
Include testimonials from both influencers and consumers to provide a balanced and credible source of information during product research.
While influencer testimonials are often seen as promotional, consumer reviews are perceived as more authentic—especially when shared by individuals with similar body conditions.
Next Steps.
Influencer Identifier
Implement a recommendation system that suggests influencers based on users' shared body conditions and concerns, thereby increasing content relevance and building user trust.
Health Concierge
Provide personalized product recommendations tailored to users' specific concerns to enhance relevance and support their decision-making process.
Loyalty Program
Implement a loyalty program for members to enhance customer retention and build long-term trust in the brand.
Conclusions.
The redesigned website features an updated product page with scientific claims and statistics to enhance credibility. The new community and influencer profile pages showcase real user journeys and reviews, building trust and boosting user confidence in purchasing from the brand
