PROJECT
BACKGROUND
University student project working as a designer to create a digital presence for a brick and motor skincare company that has been operating for 4 years in Tuscon. Using the Project Brief- Stakeholder and Business documentation and a website was developed.
OBJECTIVE
WHO AM I?
A designer who is working in house for small company "Face value"
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Plan and design the best website.
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Develop Business Stakeholder Document.
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Develop Development Stakeholder document.
MY ROLE
CLIENT
Face value
" Expanding this nature-inspired skincare business from brick and motor to the online market. The main goal would be obtaining new customers online especially through Instagram, e-commerce website."
PROJECT BRIEF
PROVIDED
Founders of face value- Kinnari and Aisha
Specialty-
Products sold-
Skin types-
Business -
Store location
Marketing-
100%carbon neutral, certified B corporation, nature-inspired, celebrate joy, beauty, well being.
Cleansers, moisturizers, masks, treatment covers. 5 aromatherapy scents for each product.
All skin types from dry to oily, also for anti-aging.
Selling at various boutiques in Tucson for 4 years.
Primary source through Instagram, existing beauty blog.
PROCESS
Different phases of the design of an e-commerce website from the initial stakeholder brief through the wireframe stage, including stakeholder and developer documentation. (No mockups, no code)
PERSONA'S &
USER STORIES
Photo by Julia M Cameron from Pexels
MARY, 25 yrs
User Type - Primary
Young professional target market
User Story
One of the major sets of users can be targeted through Instagram. Mary, who is 25 years of age, sees her companion post a timelapse video involving a face cleanser and becomes inquisitive about the item. She researched the name-Face Value making her the primary user.
Photo by Andrea Piacquadio from Pexels
MARY'S MOM, 55 yrs
User Type - Secondary
Women 65+ target market (anti-aging)
Mary's Mom, Emma
She notices her daughter using the product and is impressed with the results. She decides, to check out what face value offers. She finds anti- aging product that excites her.
User Story
TARGET
AUDIENCE
There is a saying that
“If you try to sell to everyone, then you’ll end up selling to no-one.”
Finding a right target audience analysis gives a direction for marketing and ensures more consistency in messaging, hence can build stronger relationships with customers.
Determining a particular group of consumers at which a product or service is aimed.
TAM (Total Avaliable Market)= 367,082 users.
Population of females above 18yrs in Tuscon is- 189,923
Population of males above 18yrs in Tuscon is- 177,159
SAM (Serviceable Addressable Market) = 192,796
" The survey shows that-
67% of female are practicing skincare daily.
37% of men are practicing skincare daily. "
Population of females= 67% of 189k = 127,248
Population of males= 37% of 177k = 65,548
SAM (Serviceable Addressable Market) = 25,640
"Statistic shows the share of skincare and cosmetics products purchased online by consumers in the United States is 13.3%"
Population of females= 13.3% of 127k = 16,923
Population of males= 13.3% of 65k = 8717
# no. of users
TAM
# 367,082 people
Total available market
Total market for the product
SAM
# 192,796 people
Serviceable addressable market
Portion of the market that you can aquire
SOM
# 25,640 people
Serviceable obtainable market
Total market for the product
INITIALLY PROPOSED
NAV SUMMARY
Developed a navigation summary report, which was handed over to our developer team, to see how people are finding "the products" and where they are going next. This was determined by the primary and secondary user navigating through the website.
If the customer prefers to look up the site organic way, he/she then clicks on the website URL, a pop-up would open up describing the huge Gift value purchase during the website launch period. If not, the pop-up asks the user to sign up for an extra 20% discount on the overall purchase. This way it simplifies the work of a developer saves time and money as it's the same home page with different layouts. Instead of designing 2 different pages just to present the offer on the homepage rather it is laid on a pop-up before the home page.
This will be mobile-first and will have a website as well. Mobile-first as the majority of the target audience are youngsters who are hugely influenced by social media. Alongside, there are many active Instagram users who can be directed to face value websites and can be acquired. Website and browning and buying cosmetics have been through websites traditionally and one part of the target audience is more accosted and well versed in buying online through websites.
So if it's mobile, a user can be directed to the website in 2 ways. Firstly, directly through ads on Instagram when clicked they land directly on the product page. Secondly, through the link of the website on google or in Instagram face value page. It's a website, the user will click on the face value, Uri. As the website is being newly launched, the user is entertained by huge launching offers with various themes which also increases the retention rate and decreases the churn rate.
Once the user lands on the home page, I intend to keep very minimal items in the primary navigation menu and should be able to figure out what they are looking for easily. This way users would also not be overwhelmed by all the products, services, and various schemes and data offered by the company.
Most users scroll down rather than directly navigating themselves to the product they desire to buy. That is the reason I choose to add all the key content on the home page such as products, contest winners, about stores on one page and can be expanded by clicking on it. Initially About us was in the primary navigation but later decided to bring it down to the footer as there are other main and imp things showing up on the top navigation.
Even if the users do not decide to scroll there would be more than 4 to 5 navigation items such as a shop, contest, blog, about us, and so on. Search, login, and cart would be the topmost navigation right beside the logo and would be fixed throughout the entire website.
SITE PLAN
Understanding the logic and flow
Web App Flow
After synthesizing information from data provided by the client, market research, determining the size of the market, and analyzing the navigation summary doc. -
User flows were sketched out.
The ideal no. of elements are 3-5 in navigation menu. Hence, I choose 4 main items (Shop, Context, Blog, Contact), to make it easier for navigate, understand and index the site. This menu is also based on the hirachy or movement.
How is navigation menu determined?
1. Products sold-
Cleansers, moisturizers, masks, treatment covers. 5 aromatherapy scents for each product.
2. Primary source through Instagram, existing beauty blog
(These 3 boxes highlighted are provided in the project brief)
DESIGN DECISIONS
Design of website based on kind of shoppers-
"The website is designed considering all kinds of shoppers"
The common goal is to turn all these category users into buyers. This can be achieved by providing as much as they ask for generating trust between the brand and the customers.
1. Product-focused- "Who knows exactly what they want"
For these users, I have designed an effective search tool and a quick streamlined checkout process.
2. Browsers- "Who is curious, browse to kill time, interested in what's new"
For these users, designed an effective Navigation, which provides options like new arrivals, whats popular right now, Video reviews of people using it, before and after images of insta influencers, monthly competition challenges, and awards, and also various themes and visuals encouraging them to stay longer on the sites.
3. Researchers- "Who's goal is to gather info about products"
For these users, provided with In-depth descriptions of products, Ingredients, reviews, and blogs.
4. Bargain Hunters. "Who look for savings and good deal"
For these users, provided with huge offers every season, Sign up for the newsletter, and look for coupons.
5. One-time Shoppers-
For such users, made site navigation intuitive, as well as can access webpage as a guest without creating an account.
Working through a navigation summary and site plan simultaneously helped me organize the pages on the website.
MAIN FEATURES
These wireframes are just to get started on the general layout. These schematically represent the proposed concept and layout design without the visual element.
#1 Pop-up encouraging organic traffic
The idea behind this is the user when organically searches in google "face value", A pop-up (first screen) would open enticing the users to subscribe by presenting them with a wonderful offer.
Pop-up during festive discounts.
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This is a pop-up that would open up when the user lands on the Face Value website through any way such as referral, direct, search, social, or mail.
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This Pop up has 3 themes based on the season it's a holiday or a new year or a regular day and so is the entire website.
Pop-up during regular days.
#2 Deciding Navigation Menu
Organized in a logical sequence-
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Shop first as it clearly communicated the purpose of the website.
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Contest second as it promoted the keeps the users excited and engaged. Adds an element of surprise to the website. makes users visit back again to check out winners and their status.
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The blog indicates the research and prior establishment of the company.
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Research showed many shoppers look for the physical location of the nearest store as a major task
Further created subpages under shop - increase the discoverability of content in lower-level categories of your site architecture with the fewest number of clicks.
This Page has 4 subpages under, Cleansers, moisturizers, masks, and treatment covers.
#3 Online-Offline Combo
This is one of the key features as it's a new website, and many existing users are who buy in-store. This creates familiarity. Also beneficial for people who research online and prefer buying in-store.
This is a strategy to bring the existing users to get used to online shopping.
Vertical Nav Bar
Fixed while scrolling-
Horizontal Nav Bar
Fixed while scrolling-
This feature benefits existing customers who purchase in-store.
breadcrumbs to keep track of their current location on a website
#4 Instagram advertising
As a video speaks more than words
This strategy helps in a better conversion rate as primary end users are young professionals, who mostly are active on Instagram.
How does it work?
Influencers and customers who post product usage reviews on Instagram would instantly reflect on the website, making the process for users of the website much easier and generating trust in the brand.
#5 Contest
Similarly, for every page, both phone and webpage were created.
This opens up in Instagram
Reduce the opacity of other menus except for Context
How does it work?
There is a total of 4 main pages in the top navigation bar- The contest is 2nd one.
Face Value proudly presents the winners of the monthly Instagram contest.
There are 3 happy winners and 4th month's decision is yet to be made.
An Instagram link is provided to check out or participate in the contest.
"Similarly, wireframes for each and every page are designed and handed over to the developers. To know more, please check out the document below."
Current advertising
New advertising proposed
Face value is a nature-inspired skincare company. It has been trading for 4 years locally at a place called Tuscon. Users have been generating good attachment to these products and have been advertised widely mostly through word of mouth and social media creating a huge demand and market value for these skincare products. Unfortunately, the company is currently just operating in Tuscon. As demand exceeds supply there is a scope and opportunity to expand the business.
Few proposed marketing practices to spread the word to new proposed expected users-
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Existing beauty blog (links in the blog to shopping).
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Instagram advertising.
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Gift with purchase. ( 3 themes- Holiday magic, New year new you, Best basics)
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A page for the monthly Instagram winners.
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Keep sending updates via email/newsletter.
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Subscriber-only discount free shipping over 25$
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Social media contest "On Instagram"Follow them on Insta, Subscribe to the newsletter, comment, and share on a blog post.
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Insta lives, website live!!
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Send sample homes.
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Transparent about ingredients "Benefit of products, ingredients list"
MARKETING STRATEGY
STAKEHOLDER DOCS.
In Simple terms, this is a reference document where stakeholders should be able to find answers to 80-90% of their questions.
REFLECTIONS
What is the most important lesson I learned from this project?
This process helped me understand the different mindsets of both engineers as well as marketing staff. How the same information needs to be explained in 2 different perspectives.
What was the most challenging?
Decoding clients' information as well as the market size and providing them with the most suitable results keeping in mind not to deviate
What would I do differently if I were to do this project again?
I would explore more layouts and test them with the older groups.