Gillette Venus Report Compilation

Gillette Venus Content & Traffic Analysis
Calvin Silvers
Industry Overview
The E-commerce world was opened to a very successful selling system when the direct-to-
consumer industry began. Direct-to-consumer selling is when brands will take their products online, and
sell said products directly to their customers without going through retailers, distributors, wholesalers, or
other shopping outlets. Dollar Shave Club, which started in 2012, kicked off the direct-to-consumer razor
blade industry. At the time, Gillette had a tight grip on the razor blade market claiming seventy-two
percent of the United States’ market (Trop). Founder of Dollar Shave Club, Michael Dubin, knew he had
to find unique ways to dethrone the razor blade giant that was Gillette. This sprouted the idea of using a
subscription-based unit of selling, which ultimately led to the rise of the direct-to-consumer razor blade
industry.
Here led to the entrance of other direct-to-consumer razor blade companies, including Harry’s
and ShaveMOB. The entry of such competition created men’s shaving web sales to double in 2015 to 263
million dollars. The following year, Dollar Shave Club became number one in online razors, capturing
51% of the market, compared to former front-runner Gillette who was then at 21.2% (Trop).
Co-founder of Harry’s, Jeff Raider, wanted to expand the direct-to-consumer razor blade
industry, as most of the industry revolved around men’s care products. His first operation was expanding
to men’s and women’s care. Jeff Raider then noticed 75% of his online customers shopped at Target,
which led to Harry’s products being sold at Target in 2016. As the direct-to-consumer razor blade
industry grew, Jeff Raider took this opportunity to create a simple package of his products priced the
same in stores as online. By February 2018, Jeff Raider created Harry’s Labs to create a robust direct-to-
consumer platform with strong retail relationships (Foster).
Company Information
Gillette Venus was started in 2001, branching Gillette from not only being a men’s shaving
company but now a women’s shaving company as well. Gillette Venus focuses on women’s razors that
can navigate feminine curves. Every razor focuses on rounded, pivoting heads, a natural feel in the hands,
contoured handles, and protective cushions that fight against nasty nicks and cuts. This dedication and
research in their razors have propelled them to claim the number one spot in female shaving brands
(Procter & Gamble).

Since 2001, Gillette Venus has opened its doors to the direct-to-consumer razor blade industry.
The Gillette Venus website offers two options. Option one is the Venus Starter Kit, which begins priced
at seven dollars. The Venus Starter Kit includes Gillette Venus’s most popular 5-blade razor, the Venus
Extra Smooth. You’re able to pick the handle color of the Venus Extra Smooth, which offers mint, green,
or pink. The Venus Starter Kit is additionally packed with an Extra Smooth five-bladed refill, Venus and
Olay shave gel and a shower hook. Additional refills, which include four Extra Smooth blades, are priced
at eighteen dollars.
Option two is the ability to customize your shave. You’re able to choose from six different
blades. The three cheapest blade options include the Smooth Original (ten dollars), Smooth Sensitive
(seventeen dollars), and Comfortglide White Tea (seventeen dollars). These options include a three-
bladed refill. Refills are priced at ten dollars for the Smooth Original, thirteen dollars for the Smooth
Sensitive, and fifteen dollars for the Comfortglide White Tea. Once again you’re given the ability to
customize the color handle with the selected colors of mint, green, or pink. A fourth option, platinum, can
be purchased for two extra dollars.
The three most expensive blade options include the Extra Smooth (twenty-three dollars), Extra
Smooth Sensitive (twenty-three dollars), and Comfortglide plus Olay Coconut (twenty-three dollars).
These options include a five-bladed refill. Refills are priced at eighteen dollars for the Extra Smooth,
twenty dollars for the Extra Smooth Sensitive, and twenty dollars for the Comfortglide plus Olay
Coconut. The handle colors remain the same at mint, green, pink, or platinum for two extra dollars.
Gillette Venus offers free shipping on their products, and the ability to modify or cancel your plan
anytime. Both options deliver refills based on how often you shave. If someone shaves every day, they’ll
get refills every month. If someone shaves a few times a week, they’ll get refills every two months.
Lastly, if someone shaves once a week, they’ll get refills every three months.
Both options allow add-ons as well. These include PURE – Manuka Honey and Vanilla 7.36 oz.
(six dollars), Snap Travel Handle (eight dollars), Olay Foaming Whip 2 oz. (three dollars), Olay Foaming
Whip 10.3 oz. (sold out), Olay Quench 8.4 oz. (five dollars), Olay Quench Soothing Orchid & Black
Currant 8.4 oz. (sold out), Olay Pore Detox Black Charcoal Clay Face Mask Stick 1.7 oz. (sold out), and
Olay Micro-polishing Cleansing Infusion Facial Cleanser 5 oz. (sold out).
While the Gillette Venus website focuses on direct-to-consumer, Gillette Venus razors can be
purchased elsewhere. These outlets include Walgreens, CVS, Walmart, Amazon, Dollar General, Target,

Ulta, and other websites and stores that sell razors. However, it’s important to recognize the Venus Starter
Kit is only available through the Gillette Venus website. You’re able to purchase razor blades refills and
add-ons through other retailers.
Gillette Venus has focused heavily on creating a unique overall razor to stand out from their
competition. The three-blade razors help prevent excess hair from constantly clogging the head. The
subtle aloe strips eliminate snail trail on your skin while lubricating your strokes. The grippy handles
prevent the razor from slipping through your fingers. As stated above, the pivoting head makes shaving
tricky areas like the knees or ankles easier. Lastly, all Venus razors are compatible with all Venus's heads.
It’s even possible to attach certain heads from Gillette’s men's facial razors to your Gillette Venus handle
(Imbler).
Brand Trust & Authority
Although Gillette Venus has only been around since 2001, Gillette has been creating quality
razors since 1900. Gillette has accomplished a lot of firsts in the razor blade industry for centuries. In
1920, they created the first “instrument of precision” with their blade angles and improved grip. Gillette
then created the first adjustable razor in 1957. Next came the first system razor with a ‘continuous band,’
spooled and retractable in 1965. Gillette then focused on double blades with the first twin-blade shaving
system in 1971 and the first twin-blade shaving cartridge with a pivoting head in 1977. The first razor
with a lubricating strip was introduced in 1985. The first razor with twin blades individually mounted on
highly responsive springs came about in 1990, and the first 3-blade razor in 1998. Gillette continues to
push their innovations to create unique and never before seen technology for men and women’s razors
(Gillette).
Gillette, which runs Gillette Venus, runs all their razors, men’s and women’s, through strenuous
quality checks. There are over 60 precise quality checks which begin in the early stages with the raw
materials to the final cartridge. If unable to pass all 60 tests, Gillette will not release it from their plants.
Gillette prides itself on being the only razor manufacturer globally that follows such a high standard
(Gillette). Gillette also provides its services and products to 800 million consumers found in various
locations across the globe. (Business Wire).
Past success as skyrocketed Gillette to be a trusted brand across many razor users. In fact,
between November 2013-October 2015, more than half of people who tried other razor competitors didn’t
make another purchase with a said competitor, and instead returned to Gillette (Gillette).
Owner of Gillette Venus, Procter & Gamble, share their expertise and authority in the razor blade
industry. Since being established 181 years ago, Procter & Gambler have had their fair share of
innovation with razors. In 2001, Procter & Gamble, along with Gillette, asked women about their shaving

experiences, not just their shaving needs. After gathering the facts, details, and statistics, the two worked
together to develop Gillette Venus, the first razor designed specifically for women. It’s safe to say the two
companies were the first to recognize the main differences between men’s and women’s shaving (Procter
& Gamble).
Not only has Procter & Gamble recently provided a breakthrough in the razorblade industry with
the introduction of Gillette Venus, but it started the basis for all razors. Their partner, King C. Gillette,
patented the KC Gillette Razor in 1901, which was used as an alternative to the straight razor. Its
permanent handle and the disposable blade became a breakthrough in the industry (Procter & Gamble).
Procter & Gamble and Gillette Venus continue to pursue the ability to create quality razors for
women. Women understand best what other women need to achieve a comfortable and pleasing shaving
experience. This requires more women to fill senior management positions. In 1992, only five percent of
senior management positions were held by women. In 2016, over forty-three percent of new management
hires were women, and that number continues to grow (Procter & Gamble).
The trust for Gillette Venus grows outside from customer reviews found on the Gillette Venus
website. Wirecutter, A New York Times Company, ran tests and created a guide that listed the best
women’s razors for everybody. The test was focused on cartridge razor systems, which they define as a
system where the handle is bought once, and then refilled with disposable cartridges. The razors were
tested based on their handles, blades, razor heads, and replacement heads. They were ran over armpits,
legs, and bikini line. (Imbler).
Included in the tests were prominent razor company representatives, including Caitlin Orszulak a
scientist for Gillette Venus research and development team; Rachel Sciacca, marking manager at Dorco;
and Georgina Gooley, co-founder of Billie. Wirecutter examined online reviews, personally tried over
twenty models of razors, and had a panel of eight people test the finalist. Gillette Venus saw two products
make the final cut. These included the Gillette Venus Original, or Venus Smooth, and Gillette Venus
Swirl. In the end, The Gillette Venus Original won (Imbler).
Competing Site
A competing website to Gillette Venus is Billie (mybillie.com), which was founded in 2017 by
Georgina Gooley and Jason Bravman (Crunchbase). We recognize Billie as a competitor as they’re also
pushing female razors in the direct-to-consumer market. They strictly make products for women and even
donate one percent of their revenue to women’s causes around the world. Currently, they’re donating to
Every Mother Counts.
Billie currently has its starter kit, which is comparable to the Venus Starter Kit. Billie labels their
starter kit on the website as, the $9 Razor Starter Kit. The first comparable item between the two is the
price. The Venus Starter Kit is currently listed at seven dollars, which is two dollars cheaper than Billie’s

Razor Starter Kit which is priced at nine dollars. Both starter kits can only be found online at their
respected websites.
Billie’s Razor Starter Kit allows you to select between six different handles. These colors include
coral, dreampop (a pink and white mix with blue middle), glow in the dark, blush, periwinkle (color in the
blue and violet family) and cool blue (a light blue). Gillette Venus has fewer options in their starter kit, as
they only allow the customer to select between three handle colors. These colors include mint, green, and
pink.
Billie’s Razor Starter Kit includes the handle, a magnetic holder, and two 5-blade razor
cartridges. The Venus Starter Kit includes a handle as well, but instead of offering a magnetic holder, they
offer a shower hook to hold your razor. Billie offers two 5-blade razor cartridges in their Razor Starter
Kit, while Gillette Venus only offers one 5-blade refill. While you’ll receive an extra 5-blade cartridge
with Billie’s Razor Starter Kit, Gillette Venus offers its customers a Venus & Olay shave gel for free.
Billie has its own 5.5 oz. shave cream, however, this will cost you an extra eight dollars to your Razor
Starter Kit.
Billie’s Razor Starter Kit and Gillette Venus’s Starter Kit both ship refills based on if someone
shaves every day, which means they’ll get refills every month. If someone shaves a few times a week,
they’ll get refills every two months. Lastly, if someone shaves once a week, they’ll get refills every three
months. Both companies include free shipping on future refills and products. Both companies’ additional
refills, which include four blade refills, are priced differently. Gillette Venus’s refills are eighteen dollars,
while Billie’s are nine dollars.
For additional items, Gillette Venus offers up to eight items. These include PURE – Manuka
Honey and Vanilla 7.36 oz. (six dollars), snap travel handle (eight dollars), Olay Foaming Whip 2 oz.
(three dollars), Olay Foaming Whip 10.3 oz. (sold out), Olay Quench 8.4 oz. (five dollars), Olay Quench
Soothing Orchid & Black Currant 8.4 oz. (sold out), Olay Pore Detox Black Charcoal Clay Face Mask
Stick 1.7 oz. (sold out), and Olay Micro-polishing Cleansing Infusion Facial Cleanser 5 oz. (sold out).
Billie allows only two additional items at checkout. These include the Billie Shave Cream (eight dollars)
and the travel case (five dollars). Billie also offers a Dry-Bye Body Lotion for twelve dollars and their
Sudsy Body Wash for nine dollars, but these are not included in their Razor Starter Kit.
Billie only offers its $9 Razor Starter Kit and doesn’t include a customize package like Gillette
Venus. Billie makes their razor heads from premium stainless steel and a five sharp American made
blade. The five blades are evenly distributed with optimal spacing to avoid a clogged razor and are
completely encased in 360 degrees of charcoal shave soap. Billie has also partnered with top New York
industrial designers to create a handle with enhanced grip and secure handling. This handle is made with a
light-weight resin and matte rubber core.

When comparing the two starter kits, Billie’s $9 Razor Starter Kit is a better overall option than
Gillette Venus’s Starter Kit. You’re able to choose between three more options of handle colors, get their
magnetic handle specifically made for Billie, and an extra 5-blade refill. While Gillette Venus offers a
two dollar cheaper starter kit, you’ll run out of refills quicker, and have to pay eight dollars more for
Gillette Venus’s refills.
Billie was also included in Wirecutter’s test that created a guide that listed the best women’s
razors for everybody. It was voted as the second-best among the judges behind the Gillette Venus
Original. It received such a high ranking due to its magnetic wall hanger, its ability to be cheaper in the
long run compared to Gillette Venus because of refill costs, the close shave with the five blades, the
handle design, and its array of colors.
Procter & Gamble, who owns both Gillette and Gillette Venus, recently bought Billie on January
8, 2020. Billie now shares ownership with Gillette Venus. Procter & Gamble was trying to fill a hole that
was left by Olay. Billie will continue to be led by its co-founders Georgina Gooley and Jason Bravman
(Pasquarelli).
Quality Content Assessment
Content Overview
As one first enters the Gillette Venus website, you’re met with an image of two happy females,
symbolizing that happiness comes with using Gillette Venus. The main page uses a lot of photos of
hairless skin, beautiful women, and the main products. We’re met with relatively little text and
description, and instead given big bright buttons that take us to a selling page.
The Venus Starter Kit (pictured left) and customize your shave option (pictured right) both
provide an enlarged photo of the razor. The handle will change colors depending on your choice, so the
user can see how their final design will look. In customize your shave option, not only does the handle

change, but also the razor head, as you're given the ability to customize this feature. This is a fabulous
content addition, as people can personalize and see their creation. This leaves no surprise on what the user
is buying. The Gillette Venus add-ons are also supplied with a picture next to their description. This
allows the user to read and see what they’re purchasing.
The “About Us” tab provides five videos telling the stories of individual women sharing their
love for their skin, and using a Gillette Venus razor. This shows the user that all skin types can
comfortably use Gillette Venus products, and it even boosts their self-confidence. A large video box is
shown at the top of the page, which previews the five videos on the same page. The rest of the page is
filled with pictures of smiling women with all different types of body figures.
The most used content on the Gillette Venus website is pictures. These pictures are almost strictly
of smiling women or a Gillette Venus product being used. I was quite disappointed in the lack of content
on the “About Us” tab. While the videos added a nice change from other tabs, they were never used to
describe Gillette Venus as a company, or what their services include.
Value-Added Content
Value-added content, or value content, is any unique, original, or exclusive content or
information that our audience cannot get anywhere else. To find the best example of this, look no further
than under the “Help” tab. If you click “Shaving Tips” you’re taken to a page with articles that cover a
wide range of topics that include, how Venus Direct works, how to clean a razor, how to shave your legs,
how to shave your armpit hair, and more. 24 articles cover topics like that one’s stated above.
This is a prime example of value-added content, as you don’t see articles, or as in-depth articles,
on other websites that sell women’s razors. This allows users to comfortably scroll and find answers to
questions that might arise when using a Gillette Venus product. Most of these articles cover an
embarrassing or hard to talk about issue, so the ability for a customer to find solutions or answers without
having to publically discuss said issues is important.

Each article tackles questions related to the topic and breaks it down in simple terms. The articles
do not use “shaving” terms that most people would not understand. Not only are the answers and
solutions simple, but they’re in-depth. For example, under the article “What Causes Razor Rashes and
Bumps and How to Prevent Them” it describes the difference between razor rashes and bumps, what
causes the rashes and bumps, how to treat the rashes and bumps, how to prevent the rashes and bumps,
and a step by step guide. This is free to read and requires no account sign up or subscription. This shows
that Gillette Venus has taken the time to research, test, and find solutions for occurrences that might
happen on all body types, and they care about the overall condition of their customer's skins. These
articles also limit the user from searching through countless websites and unfamiliar terms to try and find
solutions, and more importantly, keeps the customer on the website.
Traffic Analysis
gillettevenus.com mybillie.com
6-Month Average Monthly Visits 146,100 555,533
6-Month Average Unique Visitors 135,183 327,350
Average Visits Per Unique Visitor 1.08 1.70
Definitions
When we’re talking about visits in the graph above, we’re referring to an individual (user)
interacting with the website. This user must navigate one or more pages, and these can occur on multiple
devices. A unique visitor is referring to a number of distinct individuals requesting pages from your
website, no matter how often they visit. Lastly, visits per unique visitor can simply be defined by how
many times a distinct individual is going onto your website.
Comparison
According to SEMrush and as shown above, mybillie has 409,433 more monthly visits based on a
6-month average. The first reason this could be is because of the newness of mybillie.com. Billie was
founded in 2017 by Georgina Gooley and Jason Bravman (Crunchbase). This is compared to Gillette
Venus being founded in 2001. People are seemed to be drawn into newer products, as can be seen with
people upgrading to newer versions of popular smartphones every six or so months. When new products
come out and gain popularity, people want to see what all the hype is surrounding it. People are drawn to
projecting a high social image when using a newer product, and it creates a sense of belonging or
affiliation to a certain group.
Another reason mybillie.com has 409,433 more monthly visits based on a 6-month average could
be the vibrate colors, simplicity, and interaction mybillie.com provides compared to gillettevenus.com. As

shown below, mybillie.com uses vibrant colors to immediately catch the attention of the visitor. You get
lost scrolling through the website and having your eyes lightened up by the vibrant looks of pink, blue,
and red. The website is also very simple. You’re not caught reading long descriptions, reviews, or
unimportant information. You can easily reach your account from the main page, and you’re instantly
greeted with the ability to buy their nine dollar kit.
Lastly, the interaction is fun to play with. As you can see, when you’re picking your handle,
you’re introduced to their glow in the dark handle. Once you click this, the website becomes dark and
shows the handle glowing compared to the other five options. Gillettevenus.com is lacking vibrant colors
and cool interactions, which could lead to visitors leaving to go to a more beautiful site.
According to SEMrush and as shown in the chart above, mybillie.com has 192,167 more 6-Month
average unique visitors and 0.62 more average visits per unique visitor. Once again we can point to the
newness of mybillie.com. Mybillie.com is receiving more unique visitors and average visits per unique
visitor as people want to indulge themselves with new information and products.
Returning Visitors
When looking at returning visitors, we turn no further than the average visits per unique visitor.
According to SEMrush, gillettevenus.com is racking 1.08 average visits per unique visitor. This shows
that we’re able to have distinct individuals come back onto the site. Gillettevenus.com has returning
visitors due to the ability to get certain kits and products offered only on the website. We also have
returning visitors as they’re able to cancel, upgrade, or change their current subscriptions. Mybillie.com
has 1.70 average visits per unique visitor, a minimal 0.62 more than gillettevenus.com. This is great news
for gillettevenus.com because while mybillie.com is ahead by wide margins in monthly visits based on a
6-month average and 6-Month average unique visitors, they do not stray far ahead in average visits per

unique visitor. While people are captured by the newness and vibrant design of mybillie.com, they do not
receive many returning visitors.
Engagement Analysis
gillettevenus.com mybillie.com Web Averages
Bounce Rate % 76.35% 64.19% 20-40%
Pages Per Visit 1.74 3.14 4.6
Average Visit Duration 1:09 Minutes 2.52 Minutes 3.1 Minutes
Bounce Rate
Bounce rate can be defined as the percentage of visitors who enter your website and then leave
without continuing to view other pages on your website. According to SEMrush, gillettevenus.com
bounce rate percentage is at 76.35 percent, which is 12.16 percent higher than mybillie.com. Compared to
web averages, gillettevenus.com is up 36.35 percent.
While gillettevenus.com is up 36.35 percent compared to web averages, this shouldn’t be a
concern for our website. One reason for a high bounce rate percentage could be because Gillette Venus
customers only need to visit one main webpage after their initial first order of either the Venus Starter Kit
or customize your shave option. This specific webpage is the “your account” tab. You can reach this by
typing in a specific URL. Here, you can follow your refills, view your subscriptions, view messages from
Gillette Venus, or change your billing information. Initially, once you pick your specific subscription, the
only reason a unique visitor would need to come back is to follow their current subscription or change it.
Another reason gillettevenus.com is up 36.35 percent compared to web averages is to add an
additional product to their order. Once again, this webpage can be reached by a certain URL. Here a
customer is allowed to add various Gillette Venus accessories, which are indicated under the “Company
Information” section of this analysis paper. Someone would not need to continuously visit other
webpages as all the options and prices are shown on one page.
Lastly, a reason gillettevenus.com is up 36.35 percent compared to web averages is all the
information you need is shown on the main webpage. For example, if you’re a new customer, you can
find out the price and what is included in the Venus Starter Kit and customize your shave option,
however, the customize your shave option doesn’t show all the blades available but tells you that you’d be
able to “select your favorite blades”. Another example is if you’re talking about Gillette Venus in a

conversation, and want to show the basics of what Gillette Venus has to offer to someone else, you can
pull up the main webpage of gillettevenus.com and the listener of the conversation would grasp enough
information to make a choice later on. The main webpage also includes four reviews and awards from top
companies that include, Allure, totalbeauty.com, and Refinery29. Here a customer or potential buyer can
assess the quality of Gillette Venus without having to dive deep into the website.
Pages Per Visit
Pages per visit can be defined as how many webpages a particular user(s) views on a
single website. According to SEMrush, Gillettevenus.com pages per visit comes out at 1.74, which is
1.4 pages less than mybillie.com. Gillettevenus.com is 2.86 webpages less than the web averages.
As we came to a conclusion in the “bounce rate” section of this analysis paper, gillettevenus.com
pages per visit coming out at 1.74 should not cause distress among the company, as returning users don’t
need to visit more than one or two pages after their initial first order. When you visit the “your account”
tab, you’re able to view your refills, subscriptions, messages from Gillette Venus, or billing information.
You can view this information up front, or go into deeper details by clicking a specific box you want to
view. 1.74 pages per visit is close to two pages, which is all a returning customer would need to view
these pieces of information. This number shows a returning customer can view, upgrade, cancel, or add
additional items to their subscriptions as these tasks require only one to two pages.
Gillettevenus.com pages per visit coming out at 1.74 shouldn’t cause worry because the website
is built for users to get all their needs done in a short amount of clicks. For example, you can type a
specific URL to reach the “shaving tips” page. This page presents a wide range of topics that include, how
Venus Direct works, how to clean a razor, how to shave your legs, how to shave your armpit hair and
more. Once you reach the page, a user can click on the article that will best help them. These articles
provide all the information on one page and require no further clicks. As you can see, the user only
needed to visit one webpage when typing in the specific URL. If you reach the “shaving tips” page from
the main page of, you’d use two clicks. When first ordering the Venus Starter Kit or customize your shave
option, it only takes five webpages to reach the order confirmed page. Once again, we’re shown not many
webpages need to be visited on gillettevenus.com, especially for returning customers.
Average Visit Duration
Average visit duration can be defined as the average amount of time visitors spend on a website
within a session. According to SEMrush, gillettevenus.com average visit duration stands at 1 minute and
9 seconds. This is 1 minute and 43 seconds shorter than mybillie.com average visit duration which stands

at 2 minutes and 52 seconds. When looking at web averages, gillettevenus.com average visit duration at 1
minute and 9 seconds is 1 minute and 52 seconds shorter.
When looking at gillettevenus.com average visit duration, I don’t view this time as a concern.
One reason is you don’t need much time on the website, especially if you’ve already ordered the Venus
Starter Kit or the customize you shave option. A reoccurring visitor would only need to access the “your
account” tab. It doesn’t take a large amount of time to view your order’s shipment, change or cancel your
plan, or update your billing information. All this information is displayed in large boxes, and requires
only one or two clicks, depending on if you’re changing or updating.
Another reason gillettevenus.com average visit duration is not a major concern continues with
reoccurring visitors. A reoccurring visitor might simply need to order an additional product, which once
again takes little time. All add-ons are displayed on one page, and with only eight available options,
customers are not spending time scrolling through multiple pages to find their specific product or look
over different items to try. The descriptions tagged alongside the products are straightforward and short,
requiring less than a minute to read. If you have an account created, it’ll simply add the product to your
account and you’re finished.
The only reason gillettevenus.com average visit duration might cause some sort of concern is its
ability to show that customers are not interacting much with the “shaving tips” section of the website. As
stated above, the “shaving tips” page covers a wide range of topics that include, how Venus Direct works,
how to clean a razor, how to shave your legs, how to shave your armpit hair, and more. 24 articles cover
topics like that one’s stated above. With a short average visit duration like Gillette Venus’s, a large
number of people cannot read an article in that timeframe. It’s safe to assume most articles would take a
customer three or minutes to read an article in its entirety. However, customers might be jumping to
specific parts in the articles, shortening the timeframe needed to read.
Value Content & Engagement Improvement Recommendation
One meaning full piece of content that Gillette Venus should incorporate onto their site is a
making their “shaving tips” and “helps” section more into a community blog section.
The first importance of this would be allowing users to have more control and abilities with their
accounts. When Gillette Venus posts a new blog article, users should be able to interact with it by leaving
likes and comments. Users should also be allowed to share with other media platforms or bookmark on
their Gillette Venus account. This will allow users to receive insight from other users as they’ll leave
comments under articles. Gillette Venus can also read these comments and view likes compared to

dislikes to see if the information they’re putting out is valid, or if more research needs to be done. Below
is an example of what a blog entry would look like and the setup around it.
The second importance would be allowing users to share their success stories or faults with an
entire community that is sharing the same interests. Users should be allowed to post pictures, videos, or
text showing off Gillette Venus products, their experiences with Gillette Venus products, or
questions/opinions on Gillette Venus products. First-time users would be able to get a general feel for
how others feel about the company, and returning customers can find people they relate to and see what
they’ve done in certain situations to make their shaving experience better. When it comes to new ideas,
customers should be allowed to post these ideas under the blog, and other viewers can like to show
Gillette Venus many people are backing this idea.
Third importance would be allowing Gillette Venus to interact with the community. By posting
general updates, teasing new products, or talking about future plans, customers can stay in the loop.
Gillette Venus can post polls, questionnaires, and other information gathering techniques to better serve
their customers. In a blog like setting, users may find this to be less of a chore, and instead feel better
about filling out these forms.
Lastly, a blog can make the company of Gillette Venus seem like individual people, not some
cooperate giant. Employees of Gillette Venus should create individual profiles to post behind-the-scene
perspectives, choices they face in creating or updating products, interviews, and other information you
cannot receive anywhere else. Customers will feel more connected and less uncared about.
Popularity Analysis
Total Backlinks No. of Referring
Domains
Average No. of
Backlinks per Domain
gillettevenus.com 35,400 2,200 16.1
mybillie.com 11,700 1,500 7.8

Definitions
When defining backlinks, we classify it as a link that is found on another website that specifically
directs the user to your website or webpage. Referring domain is known as the website that is hosting the
link to your site. It’s important to calculate the average number of backlinks for two specific reasons. The
first reason is to show how many links to your website or webpage are on other websites. This would
allow users of a website to be directed to your website via the backlink, without them having to specially
type your URL or search your name in a search box. Another important reason of why we calculate the
average number of backlinks is that it creates value for search engine optimization. These backlinks are
signals to search engines that other websites are vouching for our content and credentials. We’re able to
grasp how often a link to our website is mentioned or shown on one specific domain.
Analysis of Link Quality
According to SEMrush, when looking at the data above, we noticed gillettevenus.com has 23,700
more backlinks and 700 more referring domains, leading to an average of 8.3 more backlinks per domain
then mybillie.com. We can conclude gillettevenus.com is much higher in numbers in these categories due
to the Gillette Venus URL being around 16 more years than Billie’s URL. This allowed for more websites
to review and then post our link to their websites. Being around longer goes further in helping Gillette
Venus. For example, every year a new women’s razor brand comes out, it will most likely be compared to
Gillette Venus, or Gillette Venus will be involved in the reviews. This allows a backlink to be created
every time a website reviews women’s razors.
Another reason gillettevenus.com has substantially higher numbers in backlinks and referring
domains compared to mybillie.com is we’ve been affiliated with Gillette and Procter & Gamble since
2001. Both sites are continuously using backlinks since they're owners of Gillette Venus. Gillette and
Procter & Gamble are promoting a company and products they own, resulting in more money for the two
companies. It makes sense these two are using every chance to promote these products. Billie has not had
the luxury of having an empire like Procter & Gamble or Gillette constantly referring to them. However,
with Procter & Gamble recently buying Billie, we’ll see a rise in total backlinks, number of referring
domains, and average number of backlinks per domain for mybillie.com.
Since being founded in 2017, mybillie.com is steadily gaining backlinks by following trends to
get websites to talk about them. A major trend Billie uses to its advantage is sleek and newness. Billie is
using vibrant colors, elegant packing, and cool technology like a magnetic razor holder to grab the
attention of customers, especially younger women. The use of these tactics for Billie leads to young
women sharing the product through YouTube videos, blogs, and other social media. Gillette Venus lacks

grabbing the attention of the younger crowd due to how long they’ve been around and their inability to
convert to more flashy tactics.
Analysis of Link Quality
When looking at the authority score which is used to measure overall quality of target and
influence of search engine optimization. The score is based on the number of backlinks, referring
domains, organic search traffic, and other data. Gillettevenus.com is ranked higher than mybillie.com.
TLD, also known as Top-level domain, refers to the part that follows immediately after the “dot”
symbol. These are classified into generic TLDs and country-specific TLDs (Techopedia). An example of
a generic TLD is .com.
Sixty-six percent of Gillette Venus’s referring domains end in .com, five percent end in .net, and
three percent end in .org. Less than one percent end in .gov or .edu. This data shows commercial websites
(.com) include the most backlinks of gillettevenus.com, with company websites in second place (.net),
and organization websites in third (.org). Gillettevenus.com hardly sees any government or educational
websites include backlinks. The United States is sending the most backlinks to gillettevenus.com at
seventy-three percent. Sweden comes in second place at ten percent, and Germany comes in third at four
percent.
Seventy percent of Billie’s referring domains end in .com, three percent end in .net, and two
percent end in .org. Less than one percent end in .edu, and zero percent end in .gov. This data shows
commercial websites include the most backlinks of mybillie.com. Company websites come in second
place, and organization websites come in third. The United States is sending the most backlinks to
mybillie.com at seventy-seven percent. Germany comes in second place at four percent, and Canada
comes in third at two percent.
When assessing the quality of our links, Gillette Venus stands king. They’re receiving less
commercial websites, and excelling in more company base and organization based websites then Billie.
These company and organization websites can be more widely trusted than commercial websites. Gillette
Venus is also more widely spread across the globe. Germany comes in at third place for Gillette Venus at
four percent, but this percentage ties Billie’s second country in sending the most backlinks.
However, Gillette Venus Russia and Gillette Venus Poland secure the top two referring domains
for gillettevenus.com. Out of the top ten referring domains, seven spots are held by Gillette Venus based
in other countries that include Australia, Mexico, Spain, Brazil, and Japan. This shows gillettevenus.com
main referring domains are themselves, which isn’t great. We need other websites to use backlinks

besides ourselves to have more exposure. Mybillie.com top referring domains are trazeetravel.com, a
travel website, coupon websites, amazon news, and a couple celebrity gossip websites. This isn’t great for
mybillie.com either, as trusted and recognized brand sites are not referring to Billie as much.
A humorous website called IMAO has sixty-six backlinks to their page for gillettevenus.com, a
Gillette Venus website based in Spain has sixty-five, and Procter & Gamble has fifty-four. This is once
again not the best look for Gillette Venus, has a majority of their backlinks is from the company or a
company that owns them. National Eating Disorder Association has sixty-four backlinks on their page for
mybillie.com, Allure has fifty-one, and a Hungarian site has forty-eight. Besides Allure, which is a trusted
women’s product review website, mybillie.com does not have credible websites using a majority of
backlinks.
https://www.dropbox.com/h?preview=Gillette+Venus+Content.pdf (Extra Credit)

References
Business Wire. Gillette and TerraCycle Partner to Make All Razors Nationally Recyclable. 9 September
2019. Press Release. 6 February 2020. <https://news.pg.com/press-release/pg-corporate-
announcements/gillette-and-terracycle-partner-make-all-razors-nationally->.
Crunchbase. Overview. n.d. Website. 9 February 2020.
<https://www.crunchbase.com/organization/billie>.
Foster, Tom. This Warby Parker Co-Founder's Next Startup Set Out to Beat a Razor Giant. 6 Years
Later, He Sold Harry's for $1.3 Billion. July/August 2019. Website. 6 February 2019.
<https://www.inc.com/magazine/201908/tom-foster/jeff-raider-harrys-razor-shaving-personal-
care-edgewell-incumbent-disruptor.html>.
Gillette. About Us. n.d. Website. 6 February 2020. <https://gillette.com/en-us/about>.
—. Our Story. n.d. Website. 6 February 2020. <https://gillette.com/en-us/about/our-story>.
Imbler, Sabrina. The Best Women's Razors. 19 June 2019. Website. 6 February 2020.
<https://thewirecutter.com/reviews/best-womens-razors-for-every-body/>.
Pasquarelli, Adrianne. What P&G’S Purchase of Billie Means for The D-to-C Landscape. 9 January
2020. Website. 10 February 2020. <https://adage.com/article/cmo-strategy/what-pgs-purchase-
billie-means-d-c-landscape/2226231>.
Procter & Gamble. About Venus. n.d. Website. 6 February 2020. <https://www.gillettevenus.com.au/en-
au/about-venus-history>.
—. P&G History. n.d. Website. 6 February 2020. <https://us.pg.com/pg-history/>.
Techopedia. Top-Level Domain (TLD). n.d. Website. 11 February 2020.
<https://www.techopedia.com/definition/1348/top-level-domain-tld>.
Trop, Jaclyn. How Dollar Shave Club's Founder Built a $1 Billion Company That Changed the Industry.
28 March 2017. Website. 6 February 2020. <https://www.entrepreneur.com/article/290539>.

Usability Test for gillettevenus.com
Calvin Silvers
Test Preparation
Before I began the extensive research into the usability of gillettevenus.com, I had to find two
willing participants. First and foremost, I needed two participants who have not only bought gifts online
for friends before but who were also willing to sit down and be a part of the test for roughly 45 minutes.
Secondly, I wanted these two participants to be different in some areas. For this specific instance, I
decided to find two participants who were different in age and gender. Lastly, I wanted to conduct this
usability test in an environment where my participants would do their online shopping, and not in a
controlled setting.
Once I found my willing participants, I needed to run through the tasks given with the test on my
own. This needed to be done before I met with the participants. I wanted to make sure I knew how to
complete the tasks, or make sure it was even possible to complete the tasks, so I could later determine if
my participants completed said task.
Whenever I decide to do online shopping, whether it be for myself or friends, I like to isolate
myself so I can be immersed in the products and fully grasp what I’m purchasing, as I don’t like to spend
my money on unnecessary or wrong items. To conduct this usability test on myself, I locked myself in my
bedroom. However, I did have a few distractions running in the background. First, I had my TV turned
onto my favorite animated show. Secondly, I had one AirPod in listening to rap music. I believe this was
a casual environment for myself and didn’t control the setting in any way to strictly benefit the test.
Task 1 was, “determining whether there is any information available at gillettevenus.com that
explains what razor rash is and how to prevent it.” In my previous assessment of gillettevenus.com, I dove
into value-added content, which is where I found 24 articles tackling a wide range of topics over shaving.
Since I had previous knowledge of this content, I knew where to head after the homepage of
gillettevenus.com loaded. I hovered my mouse over the “Help” tab, where I clicked “Shaving Tips.” On
the main page of “Shaving Tips”, you’re greeted with 5 buttons. These buttons are labeled, “All Articles,”
“How to Shave,” “Sensitive Skin,” “Shaving Myths & Facts,” and “Hair Removal Methods.” While I
dove into this topic in my previous assessment, I wasn’t sure which button would lead me in the right
direction, so I slowly scrolled down the page looking for an article that relates to the task. On page 2, I
found an article titled, “What Causes Razor Rashes and Bumps and How to Prevent Them.” This task

took me 30 seconds to complete, but this was due to my previous knowledge of where these types of
articles were located on the website.
Task 2 was, “Determine if Venus has any skin-care products available that can prevent razor rash.
What are these products and how much do they cost?” Still being located on page 2 of “Shaving Tips”
from the previous task, I saw no “Products” tab when I scrolled to the top of the website. This kind of
irritated me, as I’d expect such a tab to be located here, given it’s one of the first sections loaded on every
page. I then scrolled to the bottom of the website, where I found a “Products” tab. I clicked on it and was
redirected to the “Refillable Razors” section of the “Products” page. Since I was searching for strictly
skin-care products, I moved my mouse over to the “Shave Cream” button located on the same page. This
loaded the PURE by Gillette Venus Shaving Cream, Manuka Honey & Vanilla. This was the only skin-
care product being shown, and you didn’t know that it prevented razor rash, or more generally skin
irritation, unless you scrolled down to “Product Features.” This task took me 1 minute to complete, as I
found the most troubling action to be finding the location of the “Products” tab, and having to scroll to
find out that the PURE by Gillette Venus Shaving Cream, Manuka Honey & Vanilla helped against skin
irritation.
Task 3 was, “You’ve decided you want to give your friend a one-year Venus subscription
including handle, blades, and at least one razor-rash or sensitive-skin related product. Determine the total
cost, including tax and shipping.” Since I’ve recently completed a Gillette Venus content assessment, I
knew there wasn’t a gifting option if you went through the “Design Your Starter Kit” or “Customize Your
Plan” found under the “Design Your Plan” tab located at the top the website. Instead, I scrolled to the
bottom of the website and found a “Gifting” tab. I clicked this tab and was redirected to a page where I
could select 5 different blades and the platinum handle color. I selected the Smooth Sensitive Blade for
$17, as I learned in task 1 that a 3-blade razor was the best option for combating razor rashes. When I
clicked “Next”, it asked if I’d like to purchase a “6 Month Subscription” that delivers every 3 months for
$41, or a “12 Month Subscription” that delivers every 3 months for $75. Based on the task, I selected the
“12 Month Subscription” and was taken to the “Add Some Flair (Optional)” section. I chose to include
the PURE by Gillette Venus, Shaving Cream - Manuka Honey and Vanilla (7.36 oz) for $6 as I knew
from task 2 this skin-care product battled against skin irritation. The other 6 skin-care options were sold
out. After clicking “Next”, I was redirected to the “Order Summary” where I was shown every product I
had recently selected. The bottom of the page showed I owed $25, but required me to click the
“Checkout” button located under the total price. Since I recently created an account, it had my billing and
shipping address saved, and gave me a choice to use the pre-saved address, or enter a new one. I used my
pre-saved address, and my new total, after-tax, came to $27.02. This task took me roughly 3 minutes to

complete, as there wasn’t a lot of clicking involved, but I did take time reviewing my order to make sure
it included everything I needed.
Task 4 was, “Determine how your friend will be notified of your gift. Do you have the option to
include a gift note?” Will the note be sent with each shipment?” Staying on the last checkout page from
task 3, I was given an option to enter the gift recipient’s email. Under this, I was also given the option to
include a note that could be customized however I saw fit. I never found out if my friend would receive
the note with each shipment, however, as it then asked for my credit card information. This task varies on
time, depending on how long you want your message to be, and if you know your friend’s email off the
top of your head.
Seeing that I could complete all the above tasks, I wanted to see if others could have the same
success, but first I needed to get a general overview of my participants.
Choosing Participants
Tester Comparison Summary Chart
Alicia Silvers Zach Noble
Gender Female Male
Age 44 20
Hours browsing / week 24 49
Browsing Habits Does a lot of online shopping on name
brand stores that include, American
Eagle, Nike, Fanatics, and others. She
will do online shopping strictly at
home, so she can show her kids the
items if she’s buying for them. Browses
Facebook on her computer, but mostly
sticks to her phone for social media.
Does a lot of online shopping on his
school laptop in his free time. Visits
various websites depending on what
he needs to buy. Spends a majority
of his online shopping on shoes.
Browses social media strictly on his
phone.
Other Observations She doesn’t do a lot of shopping for
herself, but mostly for her kids and
friends. Has no additional add-ons
that would provide her with
coupons or deals. Has a lot of
screenshots of potential purchases
on her computer.
Doesn’t really care what website he
purchases from, has items saved or
open from various websites.
However, it seems like he’s picky
on certain brands, but will visit
various websites to find the best
deal.

Tester 1 Details: Alicia Silvers
My first participant to take the usability test for gillettevenus.com was Alicia Silvers. I believe
Alicia was the perfect candidate for such testing for many reasons. The first reason, and most obvious, is
her gender. Gillette Venus is a company based around women’s shaving and skin-care products. Being a
woman, Alicia would benefit greatly from these products.
The second reason Alicia is a perfect candidate for the usability test for gillettevenus.com is her
age. Like any woman that has passed puberty, they are faced with the challenge of keeping arms, legs,
armpits, and other body parts free of hair. Alicia mentioned how she finds herself shaving a few times a
week to keep her skin smooth of hair.
The third reason Alicia is a perfect candidate for the usability test for gillettevenus.com is whom
she associates within her daily life. Alicia’s occupation is a preschool teacher, which means she’s
surrounded by older women for most of her day, as this occupation has very few males. This means if
Alicia were to ever buy a celebratory gift, a women’s razor or skin-care product could be of use. Alicia
also has 2 sisters, who are just as much into their skin as herself. Her sisters are much younger too and
would be more open or knowledgeable about how direct-to-consumer razors work.
Lastly, Alicia is a perfect candidate for the usability test for gillettevenus.com because of how she
uses her internet usage. She mentioned how she spends around 20% of her internet time shopping for
family and friends. Gillette Venus is a website Alicia would stumble upon during her shopping sprees,
especially if she was looking to purchase high-end razors for herself, friends, or family.
Alicia has had no prior experience with gillettevenus.com, in fact, she has had no prior experience
with any direct-to-consumer razor brand or company. As described below, she was quite surprised to see
such a thing even existed and was automatically consumed by the newness and possibilities direct-to-
consumer razors had to offer to their customers. Beforehand, Alicia would buy all shaving and skin-care
products from Wal-Mart, and never shopped for such items online.
Environment for Tester 1
 Location of test: The test for Alicia was conducted directly in her living room. The usability test
was conducted here as this was the most natural environment for Alicia to do her online
shopping.
 Physical environment: There were a few distractions running in the background as Alicia was
taking the usability test. She had SportsCenter playing on her T.V. that was rerunning an old
college basketball game. Her 8 year old son was present and sitting next to her on his tablet, and

her dog would occasionally walk into the living room, and sniff her or the furniture before
exiting. The main lights were on, which were four lightbulbs connected to the ceiling fan. It was
bright, but not distracting.
 Technical environment: Alicia took the usability test on her work computer, which is a 2009
Apple MacBook. She went over Wi-Fi, which I saw was very fast as she was in the same room as
the router. It was also 10:00 p.m., which meant beside her son being on his tablet, nobody else in
the family was using devices connected to the Wi-Fi. Alicia used Google Chrome, and her search
engine was Google. She had no additional add-ons.
Tester 2 Details: Zach Noble
My second participant to take the usability test for gillettevenus.com was Zach Noble. I believe
Zach was another perfect candidate for such testing for many reasons. Like Alicia, his gender played an
important part in his selection to participate in a usability test. I wanted to see how males would interact
with a website built for women's products. If Zach, or any male for that matter, needed to order a gift for a
female friend or girlfriend, we need to see how they navigate the website.
The second reason Zach is a perfect candidate to take the usability test for gillettevenus.com was
his age. Unlike Alicia, Zach is much younger and has grown up around technology for the majority of his
life. He’d be more likely to navigate or know the inner workings of a website, compared to an older
person. I wanted to see how a younger person navigated a shopping website compared to an older person.
Lastly, Zach is a perfect candidate for the usability test for gillettevenus.com because of how he
uses his internet usage. He mentioned how he spends around 20% of his internet time shopping for family
and friends. He spends many hours a week shopping for various items that include clothes, skateboards,
jewelry, shoes, etc. He felt confident in being able to navigate a website that sells products, as he spends
quite a bit on these types of websites.
Zach has had no prior experience with gillettevenus.com, in fact, he has had no prior experience
with any direct-to-consumer razor brand or company. He buys his razors strictly from Wal-Mart and
never heard of Gillette Venus. However, he had heard of Dollar Shave Club, but never visited their
website or thought about getting his razors through the mail, as it would be inconvenient for him, as he
would want his razors right away, and not have to wait.
Environment for Tester 2
 Location of test: The test for Zach was conducted directly in his living room. While Zach said he
spends a majority of his online shopping in his bedroom, he thought it’d be weird if I just sat on

his bed and watched him, so we compromised. The usability test was conducted here as this was
the most natural environment for Zach to do his online shopping.
 Physical environment: There were a distraction running in the background as Zach was taking the
usability test. He had his favorite anime, Deathnote, playing on his T.V. Otherwise, it was just
me, the computer, and Zach. The lights were on in the living room, but the lights in the kitchen
were off, which is connected to the living room. There were four lightbulbs on. It was dim, but
the computer screen was fairly bright, as it was turned up all the way.
 Technical environment: Zach took the usability test on his school computer, which is a HP
EliteBook 840 G1 Notebook PC (Ultrabook) He went over Wi-Fi, which I saw was very fast as
he was in the same room as the router. His service provider was Suddenlink. He was also the only
person home at the time, which meant he was the only person on the Wi-Fi, which made it
quicker than usual he said. Zach used Google Chrome, and his search engine was Google. He had
no additional add-ons.
Test Results:
Initial Site Thoughts:
Tester 1: As Alicia began typing gillettevenus.com into the search bar, I saw she was struggling to spell
Gillette. To save herself from embarrassment, and time, she quickly went to the google search bar, where
Gillette popped up after typing “gill”. When Alicia finally was loaded onto the homepage of
gillettevenus.com, I asked for her initial thoughts.
Without scrolling, she told me right away she knew this website was for women. This was due to
the large photo of two women smiling. This picture also told Alicia that Gillette Venus products could be
used by all ages, as the photo included an older and younger woman. Lastly, the homepage included text
that read, “Design your own customized razor and shave plan or get everything you need with our new
starter kit.” Alicia was awestruck by this, as she never knew you were able to design razors, or even more,
design a shaving kit. She always bought generic brand razors from Wal-Mart, so this was a brand new
world to her.
I then told Alicia to scroll further down the page to get her remaining initial thoughts for the
website. She saw the starter Kit was only $7 and believed that was an exceptionally cheap price. She was
expecting it to be more toward the $20 range, as Gillette Venus was a popular shaving brand. Under the
starter kit description, she read the text that said, “All you need to do is choose your favorite color
handle.” Without clicking, she assumed there would be roughly 10 colors to choose from, and was hoping
there was a yellow color handle option, as that’s her favorite color.

Continuing her scrolling, she saw Gillette Venus was partnered with Braun but wasn’t quite sure
what their partnership was about. However, she mentioned how she’d later visit Braun to see what they
were about and what they sold. Alicia saw Gillette Venus’s slogan, “My Skin. My Way.” She assumed
this slogan was connected to Braun, as the text was under the Gillette Venus and Braun partnership photo.
When asked what she thought the slogan meant, she was clueless. Lastly, she saw the “Recycle Your
Razor” tab at the bottom of the page. She was shocked that you were able to recycle used razors and
wanted to research how that process worked later on.
Tester 2: As I told Zach to enter gillettevenus.com into the search bar, he asked me to repeat the URL
three times, before finally understanding what I was asking him to search for. He misspelled Gillette, only
one l, but the full URL eventually came up for him to click. When Zach finally was loaded onto the
homepage of gillettevenus.com, I asked for his initial thoughts.
Without scrolling, he mentioned you could customize your own shaving plan and razor, which
sounded pretty interesting to him. He also noted the website was for women, as two women were smiling
as soon as the homepage was loaded. Lastly, he had trouble reading the sections at the top of the page, as
the white text blended in with the background.
I then told Zach to scroll further down the page to get his remaining initial thoughts for the
website. He mentioned you’re now introduced to two options, either a $7 starter kit or the ability to
design a razor. As he kept scrolling, he mentioned that Gillette Venus was promoting the company,
Braun. He asked me if they were partners, or if they were both promoting a certain type of cause. After I
described they partnered to create high-tech tools for shaving, he mentioned how cool that sounded but
didn’t investigate any further with it and kept scrolling. He then came across the awards Gillette Venus
has won. Of all the websites and companies that awarded Gillette Venus, he only knew of Refinery29.
Lastly, he made the comment that gillettevenus.com, “Looks like a normal website.” By this, he meant
they had an area where you could find contact information, “Terms and Conditions,” “Products,” and all
their social media platforms were linked.
Similarities and Differences: When showing the similarities between Alicia and Zach when it came to
initial thoughts on gillettevenus.com, we can see they both picked up right away this website was for
women. This was due to the huge photo that took up the whole screen above the fold showing two
smiling women. There were no photos of males or even the word male on the website.
Another similarity between Alicia and Zach when it came to initial thoughts on gillettevenus.com
was their interest in the ability to customize your own razor and shaving plan. Both had no idea such an
ability existed, and both have always bought their razors from supercenters like Wal-Mart. They both

enjoyed the idea of being able to customize a razor based on your personal preference, and not having to
go with the look and blades that were on the shelves in supercenters.
Lastly, both Alicia and Zach were stuck on Gillette Venus’s partnership with Braun. While neither
on them clicked the “Shop Braun” button located on the homepage of gillettevenus.com, both were
intrigued by what their partnership consisted of. Alicia even mentioned how she’d later go and visit Braun
to see what they were about and what they sold.
When showing the differences between Alicia and Zach when it came to initial thoughts on
gillettevenus.com, I saw that while both were intrigued that you could design your own razor, Alicia was
more excited to begin the process and see what the website had to offer. She immediately stated how she
hoped she could pick a yellow handle for her razor and wanted to know the other customizable options.
Zach however, didn’t talk about what he thought was included in the designing process. He quickly kept
scrolling, not sharing his expectations or wishes for his razor.
Another difference was how Alicia was intrigued by the slogan, “My Skin. My Way,” but not the
awards section, and Zach was intrigued by the awards Gillette Venus had received, but never talked about
their slogan or campaign message. I would’ve thought Alicia would be more enticed to read the awards,
especially after she talked about exploring the website and brand more after the test was conducted. Zach
took the time to read the awards and see if he knew the companies and websites giving them.
Lastly, Zach noticed that this was a professional website because you could contact the company,
visit their social media platforms from the website, and their products were accessible on the website.
Alicia never mentioned these additions to the website, as she might’ve thought these additions were a part
of every website.
Task 1: Determine whether there is any information available at gillettevenus.com that explains what razor rash is
and how to prevent it.
Summary for Both Testers
Tester 1 Tester 2 Average
Average Satisfaction 4 4 4
Success Rate 100% 0% 50%

Tester 1 Task Completion Process
The overall time it took Alicia to complete task 1 was 10 minutes. To begin, she scrolled to the
bottom but saw no tab that was related to finding out what razor rash is and how to prevent it. This led her
to scroll back to the top, moving her mouse over the different sections, beginning with “Design Your
Plan.” When she arrived to “Help”, she moved her mouse down to “Shaving Tips.” She went to “Help” as
she figured this would be the most likely place to find out about how to control razor rashes.
When loaded onto the “Learn How to Shave” page where the 24 articles are located, she thought
about clicking the “How to Shave” button, but instead scrolled down the main page as she didn’t want to
miss the article that would complete the task. The article titled, “How to Shave Your Armpit Hair” on the
first page caught her attention, as the description mentioned how to shave to avoid razor burn and skin
irritation, but she quickly remembered the task was revolved around legs and continued her search onto
page 2. Here she came across the article, “What Causes Razor Rashes and Bumps and How to Prevent
Them.”
Knowing this was the article she needed to complete the task, she quickly clicked it. Alicia took 5
minutes to read the article and said she learned quite a bit about this overall topic. She learned a dull razor
and dry skin increase the chance of razor rash, skin types cause skin bumps/rashes, how to treat razor rash
and bumps, and the differences between razor rashes and bumps. She was also quite surprised that
shaving in certain directions can eliminate razor rashes and bumps, as she’s only shaved one direction her
entire life. Lastly, she learned that a 3-bladed razor was the best option for eliminating razor rash and
bumps. This information would come in handy later for task 3.
The overall time it took Zach to do task 1 was 8 minutes. To begin the task, Zach used the
magnifying glass in the top right corner next to the shopping cart icon. Here, he typed in the words razor
rash, hoping this would lead him to his destination of a page describing what razor rash is and how to
prevent it. After skimming through the results on page one, he selected page 2 when nothing caught his
initial interest. On page 2, he remarked that he wasn’t seeing a whole lot, so he once again went back to
page 1. Here he found a search result titled, “Electric vs. Manual Razors: Which One is Better for
Women?” He clicked this, saying he’d expect this would describe which razor would be better when
wanting to prevent razor rash.
In this article, he mentioned he learned many facts that included, how to change razors, different
tools and techniques, and how to shave depending on the season. Not fully satisfied with his findings, he

clicked the back arrow on the browser and went up two search results to “How Often Should I Shave and
When Should I Change Razor Blades?”
After skimming this article, he mentioned that skin irritation must be the same as razor rash
because that’s what both articles he’s visited have referred to. This specific article gave him some
information on skin irritation and how to prevent it. These included hydrating your skin, using shaving
gel and moisturizer, and using a sharp razor compared to a dull razor. After skimming through the article
in its entirety, he once again clicked the back arrow on the browser.
Zach was satisfied with his findings, saying, “I probably found most of what is relevant to
preventing razor rashes.” However, he mentioned he wasn’t fully able to find an article describing what
razor rash is, just some general ways to prevent it. He stated, “I feel like most people should know what
razor rash is anyway, you can tell when your skin isn’t in good shape.” After this, he was ready to move
on to task 2.
Biggest Problem
The biggest problem I noticed when I asked my participants to complete the task was that too
many articles or search results included the term razor rash in the article title or description. Alicia was
wanting to click on multiple articles because she saw razor rash intertwined in these articles in some way.
If I didn’t tell her that we were strictly focusing on what razor rash is and how to prevent it on the legs,
she might’ve visited a handful of articles trying to collect as much information needed to answer the task
question, when only one main article was needed. Zach was the same way by clicking random search
results because they included the term razor rash. Also, the article titled, “What Causes Razor Rashes and
Bumps and How to Prevent Them,” should be one of the first options when you use the search engine on
Gillette Venus.

Alignment to Heuristic: The heuristic, match between system and the real world, best aligns with the
above problem. This heuristic is described as, the system should speak the users’ language, with words,
phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world
conventions, making information appear in a natural and logical order. I believe when Zach typed in razor
rash, a logical order for the system to follow would be placing the article, “What Causes Razor Rashes
and Bumps and How to Prevent Them,” as the first result because he didn’t enter other key terms, like
body parts or razors. Another logical order for the system to follow is grouping shaving tips for various
body parts together. For example, if you need to seek out an article on how to prevent razor rashes on
your legs, you’d go to the leg section, and not have to scroll through articles that tackle other body parts.
Task 2: Determine if Venus has any skin-care products available that can prevent razor rash. What are the products
and how much do they cost?
Average Satisfaction 3 5 4.5
The overall time it took Alicia to complete task 2 was 15 minutes. Remaining on the “What
Causes Razor Rashes and Bumps and How to Prevent Them” article from the previous task, she scrolled
back to the top, looking for a “Products” tab. She clicked “About Us” as she was guessing that was where
their products would be located, but was disappointed as it only talked about their mission statement.
Even though this wasn’t a part of the task, she quickly read what was on the page. In the end, she was
dissatisfied with how little it talked about Gillette Venus as a company, and she felt like she didn’t learn
anything about the company as a whole. At the end of her reading, she noticed the “Products” tab at the
bottom and clicked there to get back on task.
On the “Products” page, Alicia moved her mouse to the “Shave Cream” button, as this was the
only indicator of a skin-care product. She was introduced to PURE by Gillette Venus. She was able to
find out this shaving cream helped prevent irritation and wasn’t made with dyes with one scroll down.
Since the description mentioned it would help prevent irritation, Alicia assumed it would also prevent
against razor rash. She was also intrigued it wasn’t made with dyes, because this meant it was natural and
good for the skin. As she scrolled back up after reading the description, she was looking for a purchase

button but was instead greeted by a “Design Your Plan” button. Curiosity got the best of her, and she
clicked the button, hoping it would lead her to a final price point.
Alicia quickly noticed that you could change the blades with the arrows located on the side, and
went through each razor. She seemed to forget about finding the final price for the shaving cream. She
decided to land on the Smooth Sensitive Razor, as she remembered from task 1 that a 3-bladed razor was
the best to prevent razor rashes and bumps. She also liked this specific razor compared to the 3-bladed
Smooth Original because it was dermatologist tested and lubricated, which she gathered from the
description next to the razor. She picked the mint color handle, as it looked the best to her compared to
the other 3 colors. Before clicking “Next”, she mentioned the $17 price tag wasn’t bothersome to her, as
this was a top-notch razor from a trusted shaving brand.
After clicking “Next”, she was asked to choose how often she shaves, to base how often refill
blades would arrive. Not knowing how often her friend would shave (based on the situation for the tasks)
she chose “A Few Times A Week” because that’s how often she shaves. After clicking “Next” she finally
found the final cost of the PURE shaving cream. She clicked “Add To Cart” because she already knew
about the shaving cream from the “Products” tab. Alicia was quick to mention that while she finally found
the final cost of the skin-care product, she found herself getting sidetrack by designing the razor, and
wished the price for the PURE shaving cream was on the products page.
The overall time it took Zach to complete task 2 was 4 minutes. Remaining in the “Search
Results” section of the website, he instantly scrolled to the bottom, as he remembered seeing the
“Products” tab here. When loaded on “Products,” Zach instantly moved his mouse over to the “Shave
Cream” section, stating, “This is the only skin-care option that will prevent against razor rashes.” Before
scrolling or mentioning the PURE by Gillette Venus, he clicked the “Design Your Plan” button located
under the PURE shave cream description. He clicked this button as he wanted to see everything that
Gillette Venus had to offer for products.
He used the arrows located on the sides of the blade and read each description that popped up with
each razor. He was most satisfied with the Smooth Sensitive blade, as its description labeled it
dermatologist tested for sensitive skin, and it was cheaper than the Comfort Glide plus Olay Coconut. He
said, “I feel like the Comfort Glide plus Olay Coconut is doing too much by releasing Olay's body butters,
and $23 seems ridiculous for a razor.” He then asked me if I’d consider a razor as a skincare product,
which I said I wouldn’t. He then scrolled back down to the “Products” tab at the bottom of the website

and said the PURE by Gillette Venus was the only product he saw for fighting razor rash, and he’d buy
this for his friend.
Biggest Problem
The biggest problem I noticed when I asked my participants to complete the task was that you
were introduced to only one skin-care product under the “Products” tab, and could only find the other 6 if
you went through the whole process of designing a plan. You also didn’t know the price of the PURE
shaving cream until the “Add Some Flair (Optional)” section. It’s also fair to mention that 5 of the 7 skin-
care products were sold out.
Alignment to Heuristic: The heuristic, visibility of system status, best aligns with the above problem. This
heuristic is described as, the system should always keep users informed about what is going on, through
appropriate feedback within reasonable time. Customers should be shown all the skin-care products when
visiting the “Products” tab on our website, instead of having to take the time to create a whole shaving
plan. Prices and products should be given upfront, and customers should be able to order these products
without having to include them as add-ons. It takes too much time to figure out the products available and
the price of the PURE shaving cream.
Task 3: Determine the total cost, including tax and shipping, on a one-year Venus subscription including handle,
blades, and at least one razor-rash or sensitive-skin related product.
Average Satisfaction 2 3.5 2.75

The overall time it took Alicia to do task 3 was 8 minutes. Remaining on the “Order Summary”
from her actions from Task 2, she clicked on “Checkout” and clicked on the “View Subscriptions” button.
Here she commented, “This is fun, I didn’t know this stuff existed.” She waited for 20 seconds with
nothing appearing on the screen before realizing she needed to click the “Subscriptions” button to interact
with the website once more. When the screen displayed the message “No Subscriptions,” Alicia
scrunched her face in confusion and clicked the little “x” in the top right corner.
In her quick thinking, she clicked the shopping cart icon in the top right corner, which took her to
her “Order Summary.” She was hoping she’d be able to add a subscription to her order in this section of
the website. After clicking “Checkout” at the bottom of the page, she clicked “Bill & Ship to This
Address,” as her information was entered when an account was created. She clicked this after noticing her
“Order Confirmation” would not appear until that option was selected. She wasn’t surprised by the $24.86
price tag, and never commented on the free shipping, as she wasn’t aware of it. She would’ve kept going
through the process, but the website asked her for her credit card, so she stopped. She wasn’t able to find
the “Subscriptions” and asked to move onto task 4.
The overall time it took Zach to do task 3 was 8 minutes. Once again, Zach clicked the Gillette
Venus logo in the top left corner to get back to the homepage, He scrolled down to the “Design Your
Plan” button, and once that loaded he asked, “So, can I pick anything?” I reminded him that he was
looking for products that would prevent razor rashes, and he nodded showing he understood. He picked
the Smooth Sensitive blade, stating, “I’m picking this one because its dermatologist tested and has self-
lubrication.” He then chose the pink handle because it was a girly color, and was figuring his friend in this
scenario is most likely a woman. He then chose the “Next” button.
Here he was introduced to the “Select Your Frequency” page but didn’t understand you were
picking the options based on how often you shaved because he never scrolled up. He assumed these
options were based on how often you wanted to get refills, which generally speaking, he wasn’t wrong.
He chose the “Delivers once a month” option because he didn’t want his friend to be hairy and have to
wait long periods for refills. Once again, he clicked the “Next” button to proceed with the task,
Before selecting the PURE shave cream, he scrolled to view the other products available that he
didn’t come across from earlier tasks. However, he said, “This is stupid, everything is sold out but the
PURE shave cream, that’s kind of stupid on their part.” Frustrated, he settled on buying the PURE shave
cream only, as this was his best, and the only option.

On the “Order Summary” page, he kept scrolling up and down without clicking anything. When I
asked why he kept scrolling up and down he replied, “Do I pay the $29 every month, or is it a one-time
payment?” I told him I couldn’t answer that question during this time, and he clicked the back arrow on
the browser. “I must’ve missed where it asked if I wanted a year subscription,” he said. As he went
through the same process, he once again found himself on the “Order Summary” page. Confused, he
decided to continue and clicked the “Checkout” button. Here he clicked the “Bill & Ship to This
Address,” as his information was entered when an account was created. As he scrolled to the bottom he
saw his new total, with tax, was $31.35, but he never found out how to add a yearly subscription.
Biggest Problem
The biggest problem I noticed when I asked my participants to complete the task was that they
couldn’t find where to include a 12-month subscription. Since the subscription option was only included
in the “Gifting” tab, my participants didn’t think to look there. They were expecting the option to be in
the “Customize Your Plan” section. It’s safe to mention the “Gifting” tab is fairly small at the bottom of
the page, making it easy to skip over.
Alignment to Heuristic: The heuristic, match between system and the real world, best aligns with the
above problem. This heuristic is described as, the system should speak the users’ language, with words,
phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world
conventions, making information appear in a natural and logical order. It would make sense to include the
subscription option in both the starter kit and customize option. Users are expecting it to naturally be
included in these options, especially when asked to pick out a subscription. Why should users have to
hunt for and visit an entirely new tab just to include a subscription when they can do it from the
“Customize your shave” option from the homepage?
Task 4: Determine how your friend will be notified of their gift. Do you have the option to include a gift note? Will
that note be sent with each shipment?

Average Satisfaction 5 1 3
The overall time it took Alicia to complete task 4 was 10 minutes. Alicia, still being confused
about where to find subscriptions, and now having to find a gifting option, mentioned there had to be a
“FAQ” somewhere to make this process easier. Remember the “Help” section at the top of the website,
she scrolled there and hovered her mouse over until “FAQ” popped up. Once loaded on the “Frequently
Asked Questions” page, she clicked the drop arrow next to the question, “How does Gillette Venus
work?” As she read through the short description, she clicked the blue hyperlinked “here” button, which
just redirected her to the “Customize Your Plan” section. Stating that she’s been through a process similar
to this already, and saw no gifting option prior, she scrolled back up to the “FAQ.” When back on the
“Frequently Asked Questions” she threw her head back in disgust, giving a big sigh. She mentioned how
she was frustrated because none of the questions on the screen pertained to her current task. As Alicia was
about to call it quits, she scrolled down in a last-ditch effort to find how to gift Gillette Venus and was
awarded a “Gifting” button. Ecstatic, she threw her hands in the air and gave out an excited scream, and
clicked the button.
Her excitement was cut short, as she realized the “Gifting” button took her back to the
“Customize Your Plan” section, beginning with step 1, choosing your razor. She mentioned quickly how
she thought this option would’ve had her prior picks from task 2 saved, and went through the process
again, this time clicking the left touchpad button on her computer hard, showing frustration. After she
picked the Smooth Sensitive blade like before, she was greeted with an option to choose between a “6
Month Subscription” that delivers every 3 months for $41, or a “12 Month Subscription” that delivers
every 3 months for $75. Realizing she needed to complete this for task 3, she gave out an embarrassed
chuckle, stating, “That’s where it was hiding.” She was hesitant to click the “12 Month Subscription,”
because it seemed like a lot of money to drop on a razor and its refills. After selecting the “12 Month
Subscription,” she was once again met by the Venus accessories. She mentioned she was hesitant to even
add the $6 PURE shaving Cream, as she had to spend $75 this time around, compared to the $24.86 she
experienced in task 3.

After skipping adding the PURE shaving cream, she hit “Next,” and was once again on the
“Order Summary” page. Once she scrolled down to “checkout,” she was confused why the price tag was
$17, and not around $75 since she added the “12 Month Subscription.” She turned to me, and asked,
“Where do I pay the $75?” I shrugged, and she returned a shrug and clicked “checkout.” She went
through the “Bill & Ship to This Address” process like in task 3 and scrolled down to see her new amount
was $20.54. Before saying anything, she caught the words “Enter your gift recipient email” in a small
box, with a large text box below it. She mentioned how this must be where you enter your note, but didn’t
see if the note went with each shipment. When I asked her if she believed her note would go with every
shipment she replied, “I would say it doesn’t, that seems too repetitive.”
The overall time it took Zach to do task 4 was 3 minutes. He questioned himself, “Wasn’t there
just a textbox under my grand total a second ago?” He clicked “Order Confirmation” and then “Edit”
where a text box appeared under his grand total. He mentioned he didn’t see anywhere where your friend
would be notified of their gift and wasn’t even sure this textbox was for including a message, but he
didn’t know what else it would be for. Instead of exploring the rest of the website, he said the option
would’ve been right here if there was one, and he believed this was a task you couldn't complete. He
decided there wasn’t an ability to notify people of gifts, and he called it good on task 4.
Biggest Problem
The biggest problem I noticed when I asked my participants to complete the task was that they
were having trouble finding the “Gifting” tab. Alicia tried to using the “Frequently Asked Questions” tab
but came up unsuccessful. Zach didn’t put in the kind of effort Alicia did, but it just goes to show the
“Gifting” tab is out of sight and out of mind for the customers.
Alignment to Heuristic: The heuristic, recognition rather than recall, best aligns with the above problem.
This heuristic is described as, minimize the user’s memory load by making objects, actions, and options
visible. The user should not have to remember information from one part of the dialogue to another.
Instructions for use of the system should be visible or easily retrievable when appropriate. The “Gifting”
button, along with other buttons on the bottom of the webpage, should be more visible to the user. We can
achieve this by using a different font, color, or text size. Also, users should be able to find how to gift
Gillette Venus productions through “Frequently Asked Questions.”

Final Site Thoughts
Tester 1: For Alicia, she gave high praise when talking about her overall shopping experience at
gillettevenus.com. She mentioned that the tasks weren’t too difficult, because the website as a whole was
easy to navigate. By easy to navigate, she meant there weren’t too many places on the website to get lost
or distracted. Each spot led you to the next essential step with the click of a button. For example, after you
chose a razor, you would click “Next”, and you’d be greeted with the “Pick Your Frequency” then
“Accessories” and finally the checkout.
Alicia was also impressed with the number of blades you were allowed to choose from and the
descriptions next to each razor. She said the descriptions were short and sweet and highlighted the most
important and crucial parts of the razor. You didn’t have to read through heavy amounts of texts to
understand what the razor could do. For the razors, she was intrigued by the functions of some of the
razors, like the Comfort Glide plus Olay Coconut being able to release Olay's body butters.
Lastly, Alicia liked the prices of the starter kit and the blades. Besides the $75 yearly
subscription, she was never turned away because of the prices. She even added the comment, “With these
razors being so cheap, I might have to look into this more.” Overall, she rated it a 4/5.
Tester 2: Like Alicia, Zach gave high praise when talking about his overall shopping experience at
gillettevenus.com. He knew he was entering a top-notch and secure website when he heard Gillette. He
made this assumption because he’s heard positive things about the company as a whole, and knows they
create quality products.
Zach mentioned how the layout of the website was easy to follow along. For example, the
homepage wasn’t cluttered with unnecessary items or promotions. Right away, and even with one scroll
downwards, you’re given the ability to select the starter kit or customize your shave option. You don’t
have to scroll through multiple pages or click through multiple links to get there. He also mentioned there
weren’t a lot of places on the website to get lost or distracted.
Lastly, Zach likes the descriptions of both the products, razors, and kits. Each description was
either bulleted or no more than 4 sentences. These descriptions solely focused on the most important and
crucial parts of the product. Overall, he rated it a 4/5.
Similarities and Differences: When describing the similarities between Alicia and Zach when it came to
final thoughts on gillettevenus.com, they were both pleased with the easy navigation of the website. They
both mentioned that you could get to the starter kit or customize your shave option with very few clicks
and right from the homepage, and even better, get to the checkout in a limited number of clicks.

Another similarity between Alicia and Zach when it came to final thoughts on gillettevenus.com
was their love for the short and straightforward descriptions next to the shaving kits, razors, and
accessories. They both enjoyed the fact they didn’t have to sit and scroll through unnecessary or hard to
understand terms and measurements, and could find the main functions of each kit, razor, or accessories
in seconds.
When showing the differences between Alicia and Zach when it came to final thoughts on
gillettevenus.com, I noticed Zach used his prior knowledge of Gillette’s prestige in the shaving industry
to make assumptions on the website as a whole. Without trying the products or delivery service, he
believed the website and company as a whole was well constructed based on positive word from other
media outlets and users. He saw this website as a top-notch and well-constructed website, even if he only
explored a tiny section of the website as a whole.
Unlike Zach, Alicia was pleased with the prices of the blades and how the website displayed
them. She was able to scroll through all the available blades, see what they looked like, grasp their
functions, and believed they were all well priced. Zach, on the other hand, seemed uninterested in the
higher price razors and didn’t interact with them as much as Alicia did. By this, I mean he quickly clicked
through the higher price ones without taking the time to dissect their functions and look like he did the
lower price razors.
Recommendations to improve user experience
Single Problem Being Fixed
When looking at a single problem to be fixed when it comes to user experience on
gillettevenus.com, I had trouble deciding between fixing task 3’s biggest problem of finding where to
include a subscription for your customized shaving plan, and task 4’s biggest problem of finding out how
to gift a Gillette Venus shaving kit. We can see in the analysis above, that both testers failed task 3, and
while Alicia did complete task 4, she only did so by a stroke of luck. After much consideration, I decided
both problems are somewhat connected and can be grouped together in the customizing shaving process.
Below, I will discuss how I’m planning to make adding a 6-month or 12-month subscription and gifting a
Gillette Venus shaving kit easier for the user.
Problem Improvement
If you wanted to customize a shaving kit and plan for a friend, and include a heartfelt or personal
message, you had to go through this process separately than using the “Customize your shave” option
found on the Gillette Venus homepage, or even under the “Design Your Plan” button found at the top of

every loaded page on Gillette Venus. To do this specific task, you’d have to scroll to the bottom of the
website, and strain your eyes to find the little “Gifting” option located between the “Products” and
“Recycle Your Razor” options. This “Gifting” button is very easy to skip over or not know the location
of, which is shown in my above analysis. Also, the ability to include a 6-month or 12-month subscription
is only available in the “Gifting” option as well, and you cannot include subscriptions using the
“Customize your shave” or starter kit option found on the Gillette Venus homepage, or even under the
“Design Your Plan” button found at the top of every loaded page on Gillette Venus. If you were lucky
enough to find the “Gifting” button, and go through the process in its entirety, you can then add a heartfelt
or personalized message when your grand total is shown. The ability to add a message should’ve been
given sooner, and be more noticeable to the user. Here’s the process before my fix.

As we can see, it’s quite a process to make a Gillette Venus shaving kit a gifting option, find the
subscriptions, and it takes time to get to the opportunity to add your personalized message with the gift.
With my fix, you’ll be able to add a subscription from the “Customize your shave” or starter kit option
found on the Gillette Venus homepage, or even under the “Design Your Plan” button found at the top of
every loaded page on Gillette Venus. This will get rid of the “Gifting” button entirely, eliminating having
to find this to do the above tasks. Instead, it will ask you if you want to make this starter kit or customized
shaving kit a gift after you pick your razor and handle color, your shaving frequency, and additional
accessories. If selected yes, a textbox will appear asking if you’d like to include a personalized message.
When you click next, it’ll then ask if you’d like the subscription as well. Here’s the process after my fix.
STEP 1: Pick which option best suits your need.
You can begin by selection “Option 1 >> Starter Kit for only $7” or “Option 2 >> Customize
your shave” from the Gillette Venus Homepage, or the “Design Your Plan” button found to the left of the
“Reviews” button on the top of every loaded page. As we can see, we do not have to scroll to the bottom
of the website to find “Gifting.”

STEP 2: Pick razor, color handle, or both, then click “Next”
Depending on which option you selected, you may be entitled to switch your blade, or be entitled
to more handle color options. When you’ve selected the razor (if given the chance) and color handle, click
“Next.”
STEP 3: Select shaving frequency, click “Next”
No matter which option you choose, you’re asked to select your shaving frequency to determine
how often your refill blades will be sent it, when you’ve chose your frequency, click next.
STEP 4: Add any additional accessories, click “Next”

No matter which option you chose, you’re asked to select whether you’d like to include any
additional add-ons. Currently, Gillette Venus allows users to choose from 7 skin-care products, and 1
Snap Travel Handle. When you’ve chose your add-ons, click next.
STEP 5: Decide if you’d like to make this a gift, add personalized message (optional)
Here’s our first difference in my fix for user experience, the ability to include a starter kit or a
customized shaving plan as a gifting option from selecting the options at the home menu, or from the
“Design Your Plan” button at the top of the website (Step 1). This allows the user to have more items to
be able to gift, and maybe they were shopping for themselves, but now when this option pops up in the
design process they want to create a shaving kit for their friends and family. We take out an order
summary page by showing what you’ve already selected to the right. If you want to make your
selection(s) a gift, you’ll click the green “Yes” button. If you select “Yes”, a textbox will appear under
your order, asking you if you’d like to include a personalized message, and how often it’ll be sent. This
eliminates waiting until the very end to add your message. Once you type a message, if you choose to do

so, you’ll click “Next”. If you don’t want to make your selection(s) a gift, you’ll click the red “No”
button, and be directed to the next screen.
STEP 6: Choose a Subscription (optional)
Here’s another difference in my fix for user experience, the ability to include a subscription in a
starter kit or a customized shaving plan from selecting the options at the home menu, or from the “Design
Your Plan” button at the top of the website (Step 1). The prices for the subscriptions will vary based on
the plan/products purchased, and how often your shave frequency is. This too is different from the
original subscription methods, as a 6-month and 12-month subscription was delivered every 3 months,
now it’s based on your frequency. Here, users can select subscriptions without gifting, unlike before
where subscriptions were only found in the “Gifting” section. You’re also able to select no subscription.
After this, you’ll be directed to the total cost screen.
As you can see, by adding the ability to gift and add subscriptions from selecting the options at
the home menu, or from the “Design Your Plan” button at the top of the website, users don’t have to
search around for a “Gifting” button. Users might not even be thinking of these kits as gifts, but once the

option pops up to do so, they might be tempted to spend more time and money on our website for friends
and family. We’re making the experience easier for the user. We don’t want our customers to have to visit
different sections and tabs to get different abilities, it should all be available through any design process.

SEO / Keyword Research
Calvin Silvers
Competitive Keyword Chart

Top 5 Keyphrases in Google Trends
My Top Keyword Choice
When I entered the SpyFu website, I was tasked with finding keywords that are attainable
and will help drive traffic to our website, gillettevenus.com. I found 5 keywords/phrases that I
considered a high possibility to drive traffic to our website. These were “razor burn,” “disposable
razors,” “shaver kits,” “razors,” and “womens razors.” I chose these keywords/phrases because
not only did they each have over 17,000 searches per month but they ranked fairly decent,
supported content on our site, and were keywords/phrases that would make sense to direct you to
gillettevenus.com. From these 5 potential keyword/phrases, I decided that “razors” would be a
keyword that is attainable and will help drive traffic to our website.
In SpyFu, I found the keyword “razors” in the “Most Valuable” category when I ran a
query for mybillie.com. I found this keyword could drive traffic to our website best out of the
other 4 for a lot of reasons. The keyword “razors” falls at 74 in the ranking difficulty category,

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