Changing Beauty Standards
Researching new designs for a beauty e-commerce website.
Overview
This purpose of this project was to conduct research through competitive analysis and card sorting to improve the Ux design of a beauty e-commerce website.
Challenge
Improve website navigation to help customers find what they need more easily.
Solution
Analyze competitor strategies and gather customer feedback to better address user needs.
My Role
Researcher
Tools and Methodologies
Figma, FigJam, Card Sorting, Information Architecture, Sitemap
Competitive Analysis
My research began with studying competitor websites to understand their content organization and identify patterns. Below is a summary of my findings at Sephora and Ulta.
Card Sorting
I created a list of common categories and names derived from my research to guide a card sorting exercise. I intentionally included items that could be located anywhere within the information hierarchy to observe whether participants would categorize them as traditionally found on Ulta and Sephora's websites or offer a different perspective.
I recruited participants who regularly use and purchase beauty products to conduct the card sorting exercise. Using a FigJam template, I provided clear instructions for grouping the cards and labeling the categories they created. I moderated the sessions via Zoom, allowing me to gather insights and gain valuable perspectives after the exercise.
Card Sorting Template
Card Sorting Results
Analysis
The majority of participants grouped the information similarly, especially regarding makeup and skincare. They also grouped hair and tools in a comparable approach. However, there was some overlap between hair tools and other hair items, leading to a split: some participants were very specific about categorizing tools and hair products separately, while others grouped them all together. This pattern could be improved by creating sub-categories.
Given that many participants used the exact same labels, with 80% grouping skincare, lips, eyes, and some version of body identically, it will be beneficial to use these same titles in the improved navigation structure. This consistency will align with user preferences and make it easier for them to find what they're looking for.
Recommendations
My research revealed that the patterns I identified during my competitive review are valid, as the majority of participants grouped their items similarly.
Card sorting showed that most users tend to locate items based on their use rather than other descriptors. Notably, all participants in my study grouped nail care separately from makeup, which is interesting because Ulta and Sephora include nails within their makeup categories. The only exception for grouping this way appeared with tools, likely due to items like brush cleaners that don't fit the typical beauty product mold.
While Sephora sets a strong benchmark for beauty websites with its extensive categories, my company could gain a competitive edge by further refining our categorization at the top of the hierarchy and simplifying categories like "New" and "Sale" if we choose to include them. This approach will help prevent overwhelming users with excess information and enhance their overall experience.
Sitemap
To kickstart these improvements, I created an updated site map based on the insights gathered from my research.
Reflection
This project significantly highlighted the value of testing for me. It was my first experience facilitating a card sorting exercise, and my key takeaway was how it reveals many unanticipated insights. No matter how successful a website is, regularly revisiting design decisions is essential for a product's growth to stay competitive in a constantly changing market.