Thailand's largest beauty e-commerce platform with 3M visitors
The COVID-19 pandemic disrupted FIRSTER's operations because it only had a physical storefront. This incident led the company to prioritized the development of an online platform as solution.
However, FIRSTER storefront was also facing some challenging. Our purchase conversion rate is low despite high traffic. Many clients are unaware of our promotions, and the absence of in-store information leads to reliance on BAs, who find it challenging to provide accurate details due to the overwhelming product information from the brand.
HMW statement
Considering the challenges in our storefront, how might we enhance the shopping experience by providing accessible product information that empowers customers to make informed decisions?
Team:
2 UX Designers
1 UX Researcher
1 Project Managers
3 Developers
Duration:
2021 – 14 months
Roles:
UX/UI Designer
Tools:
Figma, Adobe Illustration, Abstract, Jira
Link:
Achievements
37 %
increased the sales rate within 6 months after the launch.
35 %
increase in new accounts within 2 months post-launch.
28%
downloads for the iOS platform, a 23% increase for Android, and a 38% increase in site visits for the website.
Informed Choices, whether you're in-store or online
Enabling accessibility to detailed product information and your skin conditions,
making confident choices anytime, anywhere, all at your fingertips.
After started off the project by reviewing existing data, I collaborated with UX researchers to analyze and find behavioral pattern and needs. Here are four key insights we uncovered:
01
Many people remain dissatisfied with their skin despite extensive skincare routine, and for some, these efforts can worsen cyclical skin problems.
02
Lot's of people misunderstand acne types, which lead to misdirected treatments and persistent skin problems.
03
A common mistake is that people fail to identify their skin type – the key to effective skincare and beauty routines.
04
When influencers share knowledge of skincare ingredients, they boost their credibility with skin-conscious audiences.
Meet Patt, a city woman facing skin issues. She struggles to find suitable beauty products and prefers to manage her skin concerns independently rather than visiting a dermatologist.
When I experience skin concerns or issues,
I want to gain a deep understanding of my skin and obtain accurate information about the essential features of skincare products.
So I can make informed decisions about skincare products that address my specific needs.
Design Framework
01
Bridging the Information Gap
Making complex concept comprehensive and easy to understand.
02
Stay Updated on Beauty
Getting the latest news and trends in the beauty world.
03
Tailoring Skincare Solutions
Being Informed by Data and Dermatologist-Backed Expertise.
04
Streamlined online shopping experience
Making it easy to navigate and simplifying tasks.
Through collaboration between the UX researcher and me, we ideated, visualized, structured, and validated our concepts to ensure optimal execution.
After usability testing, I developed practical solutions based on feedback gained, addressing both technical and marketing concerns.
Overwhelming marketing and promotion sections, and some areas having room for improvement in communicating personalization.
Simplifying, reorganizing and removing sections with unclear marketing objectives. Highlighting skin concerns to build trust and address user needs.
Vague and unclear description causes users to perceive as unhelpful.
Offering more specific description and solutions, including a comprehensive skin analysis for a complete understanding at a glance.
Feeling pressured to buy all suggested items, perceiving them as essential for their routine.
Providing more context and clearly distinguish the core and alternative product recommendations.
Poor focus and visual hierarchy in highlight section, resulting in information overload.
Optimize visual cues and hierarchy while also adding marketing elements to boost sales.
The brief product info page lacks details, frustrating users who must click an extra step to view the full content.
Streamline the flow by offering complete product details and allowing direct cart additions, minimizing navigation steps.
Strengthening Design Infrastructure
Here, I stepped in to help maintaining, revising, and creating additional components to expand the design library, enhancing collaboration between design and engineering teams. This streamlined processes, ensured alignment, and maintained high-quality products for expansion into other segments.
