eCommerce - Nubian Oasis
The Why
People of color have unique hair and skincare problems that require distinct products. Many of the users have a hard time finding products that are trustworthy.
Our client, Nubian Oasis was created as a destination for diverse women to find quality hair care products and hair extensions that cater to their needs while giving them a space to be educated in their journey.
Business Challenges
1.
Black hair is literally different from all other hair.
2.
How to develop a unique brand identity throughout the products and eCommerce?
3.
High competition business
Business Goals
1.
Gain the users’ trust in our products - Build up product reviews
2.
Show the products are good for the users’ unique hair qualities - Build up a hair quiz.
3.
Show love to others - sharing your looks, horror stories, and read the blog
This clickable prototype was made in Figma. It is limited in scope but illustrates the basic building blocks of how Nubian Oasis would effectively organize their products and connect with the users.
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Users could share their looks use # nubianoasis on social media.
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Help to gain brand recognition.
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More recognition = more business
My Role: Lead Designer & Lead Researcher
Team Members: Benjamin Sweet, Raunaq Zamal
Project Type: Client Project
Software: Figma, Miro, Google Slide
A client project
Competitive & Comparative Analysis
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We used Perfect Lock as competitive, and CURLSMITH, Briogeo as comparative, and found out 75% of hair brands offer hair quiz to help the users understand which products are suitable for their hair.
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100% of products with the review and users could share their feedback on the site.
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100% of hair extensions are on the models.
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Contextual Inquiry
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We found out the product packages are not consistent throughout Nubian Oasis eCommerce. Also, the descriptions need to be more concise.
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Users prefer to see hair extensions on the models.
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Lack of product reviews, so customers who are not familiar with the brand have no idea if the products are good for them. ​
User Interview & Synthesis
We had 7 interviews, and below was the result we found.
100% of users follow the reviews or recommendations when they approach the new hair care products.
85% of users subscribe to the blog or social media to provide them excellent hair care tips.
60% of users feel a quiz is a fun way to get an idea about the right hair care products for them.
90% of users already know their hair types.
What Did We Find?
1.
All customers seek out recommendations and testimonials before choosing a business.
2.
People follow social media to learn about new products and services.
3.
Since 90% of users already know their hair types. A hair quiz can be a way to tell the newcomers that the products are good.
Meet Our User
Sasha
Goal:
To find hair care products for her unique hair type.
Pain points:
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No one understands how to properly manage her hair.
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Limited community to talk about hair types and care techniques.
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Never sure which product is going to do what.
I try really hard to avoid any harsh chemicals whenever possible. - Sasha
Problem Statement
Sasha needs a trustworthy website to purchase quality, natural hair care products for specific hair types because there is a lack of reliable products from reputable retailers specializing in specific hair types.
Reframe The Challenge
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How might we help Sasha find a trustworthy website to purchase quality, natural hair care products for her hair?
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How might we show Sasha the website is reliable?
Design-
User flow & Main Takeaway
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We wanted to create a flow that represented the buying experience of a newcomer to the website
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She starts off with the option to check how accurate the result is from the hair quiz.
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She then has the option to pick the suggested products or just to shop on her own (or to pick the suggested products and then shop on her own)
Design-
Global Navigation Ideas and Sitemap
We research more than 10 different hair care and skincare eCommerce and chose what we saw as the most common and effective for our website.
How we organized the information?
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Content audit
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Categorizing into landing page headers - One page per header
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Planning for future expansion
Design -
Footer Ideas
We found out almost 50% of eCommerce footers showed "Track your order"
How we organized the information?
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Content audit
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Adding "Track your order" in our footer cause it is better to have multiple ways to find your needs. You can find it on the Account of global navigation, or on the footer.
Design-
Hair Quiz
We researched the hair quizzes from HairCode, CURLSMITH, Briogeo, Bumble and bumble, and CurlMix
All the quizzes in 5 different brands include:
user’s behavior, user’s hair quality, user’s interest, users' hair challenges, etc.​
Our Hair Quiz
We combine all our research and figure out the 7 most common questions to help the users find out which products suit them.
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The quiz helps them find out the right products.
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90% of users already know their hair types, so the quiz could help gain trust from the users.
Design -
Gaining Recognition In Social Media
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We encourage the users to use #nubianoasis on Twitter, and Instagram to share their beautiful look.
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We found out almost 85% of users have some terrible experiences with their hair, so we created a horror story platform on our eCommerce, and the users could use #nubianoasis on Instagram or Twitter to share with other people that they are not alone, there are many other people also have these kinds of experiences.
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We also added the blog to share with the users the tips for taking care of their hair.
Design -
The Product Description Page Layout
Haircare product:
We break the product details into sections:
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Why use this product
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How to use it
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Key ingredients with images
Hair extension product:
Show the hair extensions on the models, and break the product details into sections:
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The length of the hair extensions
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Colors
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Why use this product
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How to use it
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Key ingredients with images
Design -
The Review & Recommendations
The user could give feedback and ratings of the product to help other shoppers make the decision.
Design -
Steer Customers Toward Popular Products
Find ways to be suggestively selling to boost the average check.
Design -
Order Confirmation
Design -
The Reminder For The Abandoned Cart
Usability Testing
We conducted a usability test with three participants. The usability test was designed to assess if participants could complete each task with few or no errors. We gave them the following assignments to complete:
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Do the hair quiz, and find out the result.
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Review the product pages, and give feedback.
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Purchase one of the products and checkout.
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Review the story section, and give feedback.
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Some feedback from the participants.
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Hair extensions should mention how many pieces per set to create the same look as the model you show.
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It is good to see the images of those key ingredients. Otherwise, what are Castor Oil and Babassu Oil looks like?
Measurement For Success
In order to determine if our solution addresses our initial problem, we will be looking at the following metrics:
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Increase feature engagement - hair quizzes, looks book, horror stories
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Click-rate on modules
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Increase conversion rate
Going Forward
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We were ready for the stakeholder to expand her product lines. We made 3 landing pages on eCommerce. Each landing page represents one category.
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We are planning to work with a dev team to implement the prototype into a fully functioning website.
