Sidmool
Introducing the new and improved Sidmool platform, featuring a clean and streamlined design that allows users to find the perfect products for their needs from among hundreds of options.
Timeline
Role
Team
Problem Statement
“Users need a sophisticated and user-friendly online platform to browse and purchase products.”
Solutions
01
Organized & Simplified Platform
With the aim of enhancing user navigation and facilitating efficient information retrieval, the implementation of tabs, charts, filters, and clearer naming has been executed.
02
Beauty Profile Builder
Given that 61.9% of survey participants desire product recommendations aligned with their skin type and texture preferences, the beauty profile builder fulfills this need effectively.
03
Tailored Search & Community Insights
Users can enjoy a personalized filter upon creating their beauty profile. This filter streamlines product searches by excluding unsuitable options, simplifying the process and saving time. The community page allows users to share recommendations and concerns, leading to insightful discussions and enhanced product exploration.
Before & After
User Research
1. Online Research
Online research was conducted on several platforms to perform a comprehensive analysis of Sidmool's online presence and to gather insights into user experience. These platforms included the official Sidmool website, external community blogs about Sidmool, Naver (a leading Korean search engine), and major social media platforms.
2. Affinity Diagram
Based on the findings of online research, an affinity diagram was created with three main categories: online platforms, package design, and the product itself. Within each category, three subcategories were established based on design, social aspects, and functional aspects.
Findings
Brand Challenges Extend Beyond the User Interface
The brand faces several critical issues:
- Cluttered and repetitive information on digital platforms
- Outdated designs of online platforms and package designs
- Overwhelming variety of products, making them difficult to navigate
- Confusing product and product line names
- Customer discomfort and concerns stemming from a lack of offline stores
Decision
Focusing on Digital Platform Enhancements
Although we have identified customer pain points in the overall user experience in branding, packaging design, and digital platforms, we have decided to prioritize improvements to the digital platforms, as they are crucial and serve as the primary route for user purchases.
3. User Survey
An online survey was conducted to gather information on user experiences and common frustrations, both for new and established users. The survey received responses from 30 participants.
Segmentation
This survey targeted people who have purchased a Sidmool product at least once and have signed up for the Sidmool community website.
Goals
- Discover the main demographic of Sidmool product users and their reasons for using the products.
- Identify existing competitors (online and on-site natural cosmetic brands) that users use.
- Evaluate users' perceptions of the current online platform's interface.
- Examine the frequent frustrations that make users hard to reach Call-to-action.
- Determine the current platform's strengths and potential for improvement.
- Identify which the best platform is to increase the recognition of the brand and sales.
Findings
96.2%
53.3%
26.7%
51.6%
4. Competitive Analysis
Key competitors were identified through a combination of user surveys and online research. Additionally, an analysis of features was conducted to pinpoint the most prevalent functionalities among these leading brands. This informed the design direction, aiming not only to stand out in the crowded market but also to provide an enhanced user experience compared to that of our competitors.
Research Insights & Opportunities
01
Too Many Products
Users are confused by the overwhelming number of products offered, which are presented in a disorganized manner. Confusing naming and products with similar key ingredients add to their frustrations.
Facilitating user access to relevant products and helping them find what they need can reduce the frustration of navigating a large product selection.
02
Cluttered Information
The main page has too many tabs, bars, and banners, with repeated information and inconsistent typographic hierarchy that creates chaos for users.
Simplifying and organizing information can help users quickly and easily access the information they need.
03
Outdated Design
The outdated and inconsistent package design, as well as the use of old UI design from the 2000s on their digital platforms, appears less professional and undermines trust in their products.
Creating an aesthetically pleasing digital platform can attract new customers and retain the attention of existing customers, encouraging them to discover more products.
Target Users
The target users are women aged 18-40 who prioritize clean, high-quality, effective, and affordable cosmetics. They value ingredient transparency and seek a convenient browsing experience with personalized recommendations.
User Journey Maps
How Might We Questions
01
How might we help users to search products more conveniently?
02
How might we empower users to make informed decisions and reduce the risk of wasting time and money on products that do not meet their needs?
03
How might we increase revenue by retaining loyal customers and attracting new customers to the Sidmool platform?
04
How might we modernize the design of the Sidmool platform and make it more appealing and user-friendly to users?
Information Architecture
Wireframes
User Testing
Unmoderated user testing was conducted involving 9 participants. The testing unveiled critical areas for improvement throughout the platform. The key findings are as follows:
Visual Enhancements
- Need for minor adjustments in text legibility for varied device compatibility.
- Shift in image selection to create a brighter ambiance.
Navigation and Usability
- Refinement of navigation terminology for clearer directions.
- Emphasis on improving speed of accessing information.
- Strong request for more granular product categorization.
- Guidance on unfamiliar terms.
- Features enabling quick browsing and repurchasing of frequently bought items.
Personalization and User Experience
- Desire for more personalized features in the profile builder.
- Value of insights supporting tailored searches based on user preferences.
Iterations
Iterations were conducted based on user testing feedback and insights from three UX designers. The final iteration incorporated an updated and more structured design system, complete with a reusable component library. Color compliance with WCAG standards was ensured, and features were added or modified based on user testing to better address user pain points.
Takeaways
What I learned
Creating and Managing a Design System
- Grasped the fundamentals of design tokens and systems; constructed a system tailored for various devices and languages.
- Learned to create adaptable design components.
- Mentored a teammate in leveraging the design system efficiently and non-destructively in the Figma library.
Designing Responsive Layouts for Different Devices
- Designing responsive layouts for different devices.
Effective UX Research Methods
- Learned to choose effective UX research methods tailored to the project's needs by exploring various methods.
Leadership and Team Management
- Led a team by planning, communicating, and offering technical assistance to colleagues.
- Enhanced collaborative skills to operate seamlessly within a team.
Customer-centric Communication and Testing
- Learned to create more comprehensive, customer-centric designs through multiple iterations based on research and user testing.
Areas for Improvement or Future Considerations
- Develop a mobile prototype in Korean, as nearly half of the users prefer mobile devices for their purchases, and conduct mobile user testing.
- Extend the scope of this project to enhance branding, including product and product line naming conventions, as well as packaging design, in response to identified areas needing brand improvement.
- Enhance time management and operational efficiency to achieve more progress at a faster pace.
