Soap & Prose is a fictional e-commerce platform that offers handmade soaps with fragrances inspired by books. We aim to make our products’ purchasing experience as enjoyable as the products themselves.
We prioritize beauty and simplicity and cater to customers who appreciate books and novelty.
I interviewed five individuals to gain a better understanding of my users. All of them shared an interest in bath products and enjoyed reading. Three had yet to try ordering bath products online; the other two were busy professionals.
After analyzing the data, I concluded that the target audience for my handcrafted novelty bath products is new customers who value a visually appealing purchasing experience.
After long hours in the lab, I enjoy relaxing with a book and a fragrant bath. However, I prefer to test scents before buying and wish there was an easier way to discover new fragrances.
AGE 31 // MS Biochemistry // Boulder, CO // Forensic Scientist
Sami works long hours as a forensic scientist. However, at the end of the day, she likes to unwind by reading and taking long baths. She enjoys experimenting with new bath products, especially those in themed packages. She is interested in purchasing bath products online but is apprehensive about the experience and process.
I crave refined indulgence to immerse myself in cherished literature. A bath with scents that evoke classic tales would be a true pleasure. I seek handcrafted luxuries that align with my taste and bring back memories of literary masterpieces.
AGE 62 // PhD English Literature // Oban, Scotland // Retired University Professor
Barnaby Wiggins is a retired University Professor and a lover of literature. In his free time, he enjoys relaxing and escaping into the world of his favorite books. Bathing is his way to pamper himself and unwind, but he has been disappointed by the lack of bath products with scents that match his tastes. He values unique and handcrafted luxuries and is searching for bath products that offer a touch of regal elegance.
I conducted a thorough competitive analysis of the online body-care industry, focusing on three direct and one indirect competitor. I evaluated several vital factors to determine how they impact my strategic goals and decision-making. Based on my research, I identified six key elements that will guide my project's development and unique positioning in the market.
✔ Returns
✖ Free Shipping
✔ Samples
✔ Handmade
✔ Eco-Friendly
✔ Niche Scents
✔ Returns
✖ Free Shipping
✖ Samples✖ Handmade
✔ Eco-Friendly
✖ Niche Scents
✔ Returns
✔ Free Shipping
✖ Samples
✖ Handmade
✔ Eco-Friendly
✖ Niche Scents
✔ Returns
✔ Free Shipping
✖ Samples
✖ Handmade
✖ Eco-Friendly
✖ Niche Scents
After conducting a competitive audit, I discovered a few significant findings. Firstly, all of my competitors have a liberal return policy, which suggests that my customers will probably expect the same.
I noticed that half of my competitors did not offer free shipping, which could add a significant cost to customers’ orders. This could make online shopping more expensive, as the cost of shipping could be equivalent to the price of another product or more. Moreover, my competitors did not utilize free samples to customers. On the other hand, I will focus on allowing customers to explore all the available scents of my soaps.
In addition, my analysis revealed that while various competitors used Eco-friendly packaging, only one provided additional environmental initiatives, such as recycling incentives.
In conclusion, only one competitor provided handmade soap and unique scents, contributing to their success and widespread appeal. These findings offer valuable insights that will aid in making strategic decisions for the future, allowing me to leverage my strengths and improve upon any weaknesses.
Body care enthusiasts need a convenient and pleasant way to discover unique artisan soaps without the risk of losing money on a disappointing scent they didn’t get to smell in person because the soap options available at brick-and-mortar stores can be generic and bland.
I developed a basic prototype using the digital wireframes I had previously made. The objective of this prototype was to simplify the purchase flow, making it easy for users to navigate. To obtain valuable feedback and insights regarding its usability, I conducted a simple usability test.
I performed multiple usability studies to enhance the design, using a user-centered approach to achieve ongoing optimization.
In response to user feedback, I improved the page navigation to make it more accessible and not dependent on the navigation bar. I also added the option to remove items or save them for later from the cart page.
Missing back button.
Missing "remove"
option.
Back button is present.
"Remove" option
is present.
Based on user feedback in the second round of testing, I made some changes to improve the web design. Specifically, I shortened the hero images to ensure more information is visible above the fold. Additionally, I added a hover feature that displays the name of a product when a user hovers their mouse over it. These changes were made to maintain a clean and aesthetic design for our desktop users.
The hero image
takes up the entire screen.
Reduced size
of hero image.
Product name revealed
during hover.
After the second usability study, the high-fidelity prototype presented a visually attractive and engaging process for purchasing products.
Sweet, they let you schedule online. That’s my favorite thing to do because I hate talking to people. You can attend virtually too? That's awesome.
Focus on refining the design, particularly the checkout process, and include a chat feature.
Consider conducting another usability study to identify potential new issues.
Conduct a usability study that primarily includes users who have disabilities that require alternative interaction methods in the study.