Three Ships Beauty is a natural skin care company that focuses on offering affordable, cruelty free products. After the ReDesign of the quiz our team successfully increased average order values by 15% and raised average daily sales by 241%.View Skin Quiz Here
Three Ships were looking to upgrade their skin quiz. The quiz is a primary feature on their website. Its purpose is to guide users in finding products that are fitting for their skin needs. The changes they were looking for were both aesthetic and functional. They felt the quiz was not engaging and that the recommended product results were not accurate. Three Ships felt the improvements could generate more retention and ultimately increase their sales.
The high level objectives to meet our projects goals were
Our analyst reviewed the client's backend data from google analytics to discover some insights for our redesign, which would help us move forward to the next steps.
To understand where users were dropping off, we reviewed the data within the Shopify quiz. These gave us more assumptions to work with when we got to our user interviews.
Insight: Majority of drop off's came from the first question "what is your age?"
Assumption: User's were uncomfortable answering this question.
Insight: 1-2 products were purchased per order
Assumption: User's didn't feel incentive to purchase more products because the results from the quiz were not informative.
Insight: Majority of users were accessing the quiz via mobile device
Assumption: User's preferred to shop online on their phone's
In order to validate our assumptions and apply meaningful changes to the quiz, we spoke to women between 25-45.
After analyzing the results from the interview's we were able to put the findings into four themes:
After careful consideration we chose to host the quiz on Octane AI. We felt all of the features would increase customizability and help Thee Ship's track their website metrics more efficiently.
We built extra product logic that would tailor the results to the specific users' needs. Additionally, we added a question that asked the user specifically what they were looking for, this would ensure those specific product types were added into the results.
In the final results page, we focused on improving the UX copy so the product recommendations seemed genuine and relatable to the users needs. It was important that the user understood why they were being recommended each product and what benefit it would have to their routine.
We maintained consistency throughout the quiz with clear CTA's so the users could intuitively navigate the quiz and add all the recommended items to their cart.
After the changes we implemented on the quiz, we came back with impressive results.
After the quiz went live, we saw a large increase in the engagement. There is a larger percentage of user's taking the quiz start to finish and purchasing all the three recommended items.
“It [the quiz] looks so much more cohesive with the brand identity and also the language is a lot clearer.”
“The recap of the user’s current skin type and concern is great and showing the specific products that would address those areas is really helpful!”
Although I am very happy with the results from the redesign, there were some things I learned along the way that I will carry on in my practice.
The key takeaways from this project were:
Less meetings were required with the client to achieve the same results.
It is important to ensure the client realizes the value in extensive UX Research.
The capabilities of the tools chosen may limit what changes can be implemented.