Three Ships
Three Ships Beauty is a natural skincare company specializing in affordable, natural skincare products.
A short-term project to achieve quick turnover and immediate results, setting the stage for the subsequent phases.
Project Summary
My Role
Three designers, including myself, collaborated to support the consulting client by conducting UX analysis, implementing UI improvements, and devising a roadmap for future enhancements.
My Work Included
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Research and interviews
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Competitive analysis
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Plugins review and recommendations
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Sketching and layout iterations
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Visual identity adjustment based on style guide
Challenge
The project's challenge was to address consumer difficulties in finding the right product based on requirements, using the most effective and budget-friendly tools suggested by the Shopify platform.
Solution
To address immediately clients requirements we chose to focus the team's efforts on the following next steps:
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First increase the conversion rate and, subsequently, the purchase rate.
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Introduce feedback that compiles customer quiz inputs at the end, facilitating customers in connecting their concerns with beneficial ingredients.
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Enhance the consistency of branding and visual language throughout the skin quiz.
Discovery & Research
Upon a thorough review of data and internal documentation, which included white papers, business objectives, strategy, and personas shared by the client with the team, we identified three specific insights. In our assessment, these insights presented opportunities for intervention that could lead to achieving project goals and enhancing outcomes.
The areas of focus are:
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Reduce drop-off rate
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Increase conversion rate
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Optimize the way to introduce product variety based on requirements
Shopify Analytics Data
Acknowledging ourselves with site flow and structure, the team found that new clients were introduced to a quiz activity aimed at recommending products based on their needs through a brief session and multiple questions.
The quiz garnered an impressive 85% engagement rate from all customers who visited the site. Recognizing this tool's significant success in terms of user interest, we decided to examine it closely.
Our findings:
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Only 45% of all sessions included shopping activity.
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Just 21% had cart additions among those who had product views.
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There was a 53% abandonment rate on the first question during the quiz session.
Shopify Analytics Data
To validate the findings, build upon the latest exploration, and understand actual users' needs and feelings, we conducted user interviews. Here are some common feedback points received from the participants.
“After all the information I gave to find just one product that covers just one part of my face, it feels unexciting.”
Renee, 32 years old
“I am looking for trustworthy information that will help me to decide upon my purchase”
Dane, 27 years old
"Skin quiz gave me a good starting point of what to look for."
Regina, 39 years old
“Would like to see explanation why I was given those products after completing the quiz.”
Sara, 33 years old
“The number of recommendations is smaller than I was expecting.”
Mayleen, 23 years old
Solutioning & Wireframing
Summarizing the main topics derived from user feedback, behaviors, motivations, and pain points in user interviews, we identified potential intervention points to guide our efforts.
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Establishing a core set of products and routines
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Addressing challenges in understanding product descriptions
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Enhancing personalized recommendations
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Building brand trust
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Clarifying the purpose of the skin quiz
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Improving the skin quiz questionnaire
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Enhancing engagement in the skin quiz
Screen record of the user's quiz take
The client provided the team with potential competitors, inspirational features, and desired functionalities. We conducted a competitive analysis, streamlining the list of inspirational brands and features to leverage and optimize during our sprint.
Key points:
1. Designing an appealing layout for page results that works seamlessly across both mobile and web platforms, ensuring a cohesive user experience.
2. Introducing users to the summary of their inputs will offer a beneficial explanation that consolidates the results and provides a logical recommendation.
3. Implementing a guided approach and enhancing descriptions and information to alleviate uncertainty throughout the quiz process. Additionally, the incorporation of product tags on the results page to define skincare routines.
4. Elevating the interface of the quiz process in alignment with the brand guide, particularly through the use of visuals.
Top 3 competitive brands
During the implementation process and in pursuit of meeting all defined goals, we needed to upgrade the previously used plugin, Pickzen. To make an informed decision, we created a comparison table and rated potential plugins on a scale from 1 to 5 based on their capabilities.
Our decision was driven by those key points:
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Integration with Shopify and Klaviyo platforms.
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Ensuring reasonable pricing.
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Offering flexibility and customization in design versatility, features, and data collection.
Comparison table of potential plugins
Integration, content adaption
and styling
The entire questionnaire content was reviewed and restructured to align with the new logic developed by the team during the process.
We planned and structured the functionality and integrated the visual appearance of the feature into the Shopify platform.
Working with the brand guide, I created a customized set of icons, navigational elements, and visual components for the results page to optimize the layout.
The satisfaction rate we achieved during testing of the updated features reached 92%.
Primary colours
Secondary colours
Brand guidelines
Customized icon set
Example of a threshold function
Sketches outlining potential layout structures
The Three Ships project focused on optimizing the quiz feature, involving a team of three designers, including myself, and spanning a duration of 10 weeks.
The team successfully achieved all defined goals, delivering within the specified deadlines and receiving positive feedback and future assessments from the client.
The project introduced new software, including Shopify, Pickzen, and Octane AI, while leveraging familiar tools like Figma for communication, collaboration, and creating impactful value increases for both users and the client.
