SSUNSU
UX / UI Website Redesign
Client's Project
Completed at General Assembly,
as part of the User Experience Design Immersive (UXDI) Bootcamp
Overview
SSUNSU is a Korean Health and Beauty E-commerce Brand with a mission to enable Southeast Asian consumers to access the forefront of uniquely Korean beauty trends, for them to lead happy, healthy, and beautiful lives. With its unique Business Model of influencer-led products.
Project Brief
Revamp the e-commerce experience to provide reliable product information and reviews to meet consumers’ needs in buying K-beauty and health products while leveraging on celebrity and influencer endorsements to drive conversion through social media platforms.
Project Plan
Project Team
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Team: Jennifer, Melly, Kaixin, Siska
Role: UX Researcher, UI Designer,
Usability Tester
Timeline
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3 Weeks
2nd Aug 2021 - 20th Aug 2021
Methodology
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User Research, Market Research, User Interview, Survey, Affinity Mapping, User Flow, Wireframes, Customer Journey Mapping, Usability Testing
Tools
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Figma, Optimal Sort, Google Slides, Google Meet, Google Forms, Zoom
Problem Discovery
Before we start our research, we start by doing a heuristic analysis of the current website to identify and understand the potential problem and area for improving the user experience.
The tab could contain more detailed information that users need to know before making the purchase
Reviews are very subjective, as different age groups and health conditions will show different results.
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Review could be categorised based on age group and health condition for users to find a more personalised review.
Influencer details are insufficient and users are unsure of the effect after using the products.
There should be more details of the influencers and the journey of using the product to show the effectiveness of the products
FAQ is hidden among the information and hard to locate at first glance.
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Should be located at easily access location to clear users doubt before making the purchase
Products information and benefit could be more detailed and supported by scientific claims, to help users to determine if the products are what they are looking for.
Research
Target Audience
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Females
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Age >18 Years Old
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Round 1: Interested in K-Beauty / Health Products
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Round 2: Health and Beauty Supplement consumers
User Interview
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Round 1
14 Users
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Round 2
10 Users
Surveys
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Round 1
30 Users
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Round 2
40 Users
Key Insights
Users are always overwhelmed by the number of products selection and are not sure if the products are suitable for their body condition based on the products description itself.
Users don't trust influencers promoting supplements and beauty products as they think they are doing it because they are paid for it. There is no genuine review for the products. They only listen to credible influencers who are experts in the beauty field.
Users often have a hard time searching for products information and benefit from the product information, often they need to research more from other sites for more information.
Solution
Solution
Solution
Community Platform
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A platform that allows users to search for suitable products based on their needs based on genuine and credible reviews from both influencers and people from the community that has used the products.
Influencer Profile Page
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Influencer's journey on using individual products by providing their genuine testimonial, reviews, and result from the products.
Interactive and Informative
Product Page
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Detailed and credible product information page showing all credible information from scientific claims to review and FAQ
Persona
Melinda Ng, 26 Years Old
Marketing Executive
" 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 out the right influencer that gave their reliable and genuine review
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To get effective health and beauty supplements to stay healthy and improve skin condition
Frustrations
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Do not know which influencers provide the genuine and credible review
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Not sure which health and beauty supplement to choose and effective for her
Problem
Users need a reliable way to find effective products that suit their needs and identify credible influencers' for recommendations so that they will feel more assured and confident in purchasing products from the brand.
Solution
To Transform SSUNSU'S website into an interactive website and bring up the credibility of influencers by providing reliable and genuine reviews to build trust between SSUNSU, influencers, and users.
Key Features
Interactive and Informative Product Page
Detailed and transparent product page to help users to research and get credible information about the products.
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The product page includes related scientific details, detailed ingredients, awards, reviews, Q&A, statistics of how the products work, testimonials from both influencers and community, and other product-related details.
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Reviews will help users to understand how the product works with other consumers and find out any similarities with their bodies or conditions.
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Q&A allowed users to see general frequent ask questions as well questions asked by other consumers. If user concern is not being answered, the user can raise a question and will be answered accordingly.
Community Page
Influencers' testimonials are often perceived as less credible as many felt that they do it because they are sponsored or for monetary sake.
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Testimonials from consumers are perceived as more credible, as they are products user and speak based on their experience.
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With this community page, we have included both testimonials from influencers and consumers who have used the products to share their most genuine thoughts.
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Users are able to find out the most suitable products for them by viewing reviews from consumers with similar concerns. Users are able to share their most genuine thoughts about a product on this page as well to share experience with other users.
Influencer's Profile Page
As an influencer-led business model, SSUNSU's main marketing will be from Influencers. Hence, influencers' testimonials and reviews are very important.
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Influencer's Profile Page will be showing the journey and process of influencers using certain products for a certain time. Influencers then will be able to share their genuine and reliable review of the products by sharing their photos and videos as part of their journey using the products and sharing their changes with users.
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With this, hoping to bring up the confidence of users in influencers' testimonial
Ideation
After our research and solution to the problems, now is time to finalized and present our ideas. We start by conducting design studio, whereby each of us will sketch out our own ideas that we thought best to design our solution. We compare, critique, and iterates each idea.
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At last, among many sketches we vote and pick the best ideas to be our final design for our solutions. From the sketches, we developed into mid-fi wireframes, to usability testing, decide on theme colour and finally developed it into Hi-fi wireframes.
Sketches
Mid-fi Wireframes
Usability Testing
6/6
Users felt the product page is very detailed and informative, very useful for them when they research for product information
6/6
Users find that community platform is very useful, as they are able to find out a genuine review from both product users and influencers
6/6
Users find that influencer's profile page as a credible source for influencer's testimonials as users are able to witness the journey and changes after using the product
5/6
Users prefer to filter by rating also instead of just by age
5/6
Users felt that the tab should be more prominent for easier access
Recommendation
To Include rating in the filter and update Tab layout to be more prominent.
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Rating > Important factor for users when they research for the products, to see what others say about the products.
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Tab > Prominent layout for easy toggle between pages
4/6
Users were confused with the filter category
5/6
Users use the search function when task to find Ginseng Jelly
Recommendation
To simplify products label to their related products to help users easy to relate and better navigation for the website.
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As SSUNSU does not have enough products range yet to support the product category at the moment
4/6
Users are still doubtful of the credibility of influencers testimonials
5/6
Users felt that testimonials from consumers were more credible and hoping to find users with similar body condition
Recommendation
To include both testimonials from Influencers and Consumers to help users get credible testimonials when they research for the products.
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Influencers' testimonials were perceived as less credible as many felt that influencers doing it for monetary sake.
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Consumers' testimonials are perceived as more credible as they are from people who have used the products and hoping to find consumers with similar body conditions and how the products work.
Next Steps
Influencer Identifier
A system to recommend users on which influencers that they can follow based on their similar body conditions and concerns
Health Concierge
Support to help users with a recommendation for products that are suitable for them based on their concerns.
Loyalty Program
A rewards program for members to help increase brand loyalty and trust.
Conclusions
With the redesigned website, we have updated the product page by including more scientific claims with statistics to provide users with more credible and reliable information.
With community page and influencer's profile page we hope to increase the confidence of users by providing influencers journey with the products as well as reviews from the community who have used the products.
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Now, users can be more assured and confident when purchasing from the brand.
Thank You
