The document summarizes research conducted and website redesign proposed for Sephora to allow for in-store pickup of online orders. Interviews found that while customers prefer online shopping, they want same-day fulfillment, which a pickup option could provide. A user persona of 27-year-old student Tanya was created, who checks online for in-store availability to get items immediately. Proposed redesigns to the product page, cart, and checkout flow included an in-store pickup option to streamline the shopping experience. User testing supported simplifying the checkout process and showing product availability locations.
2. TABLE OF CONTENTS
2 ABOUT
3 RESEARCH
SUMMARY
4 PERSONA
5 USER FLOW
7 USER TESTING
8 FINAL DESIGN
6 INTERVIEWS
3. Sephora is an open-floor makeup store that
sells a collection of popular brands and it’s own
brand of makeup. Their mission is to give their
customers the best products and shopping
experience by providing top product
specialists. They stand for quality over
quantity when it comes to great products.
2ABOUT
4. 3RESEARCH
SUMMARY
Process:
We interviewed loyal customers of Sephora about their
habits, complaints and preferences. We found that
the majority of the group preferred to make purchases
online but wanted the product within the same day.
They preferred shopping online due to saving time and
avoiding the long lines in-store.
Findings:
We found that Sephora does not have the option for
in-store pickup. With a quick pick-up option, the
customers can purchase their favorite products without
waiting in a long line or waiting for the product to ship.
5. 4PERSONA
Tanya
Age: 27
Location: San Francisco, CA
Full-time Masters student at
Academy of Art University
Skill: AI/ INDD/ PS/ Sketches
Most Used Applications:
Mobile Apps/ Sephora Website/
AAU Website/ Youtube/ Google/
Farfetch/ Selfridges
Hobbies:
Food/ Eating at good restaurants/
Movies/ Buy makeup products
Shopping Preference:
Online: 80% of the time. Mainly
used for discounts and Black
Friday.
In-Store: 20% of time.
To try new products, if sold out
online or if it is urgent.
Summary:
Tanya is a full time masters student at
Academy of Art University. She enjoys
fashion and pays attention to styling
herself. She will check online to see if
the items are available in-store so she
can get it immediately. She likes to buy
makeup products from Sephora, but
the checkout line is always long. She
wants to save her time and doesn’t
want to queue up for more than twenty
minutes for check out.
6. 5USER FLOW
Home Search Result
Product
Page
Add to Basket
Schedule
Pick Up
Check Out
Reminder
Go to Store
Pick Up
7. 6INTERVIEWS
After interviewing shoppers and evaluating the website, we came up with sketches for our main concept as
to which function needed to be redesigned and updated.
8. 7USER TESTING
After testing the low-fidelity prototypes, we moved onto
the final solution. We found that people were still confused
about sections that were merging so we found a better way
of grouping info that belong together. There was also
confusion about checking availability in specific locations
since we had not included that in our tests. The user didn’t
know if it were available online or in-stores and would like
to be able to see that.
“It’s good to know that it is available where you need
it, not at the last minute when you’ve already added it
to our cart and put in all credit card information.”
- User 1
“Sometimes the store may not have the product and it
sucks to find out they don’t have it available
at the last minute.”
- User 2
10. 8FINAL DESIGN
After many interviews and iterations, we designed a concept that helps the user buy their product effortlessly and
receive the product on their time. Whether it be through shipping or pickup, there are now two options for loyal Sephora
customers to receive the product at their own pace. The screens we revised were the product page, cart and the
checkout process. The main part of our concept is to introduce an in-store pick-up option.
Our main concerns were, “how can we help users to quickly purchase their most familiar products?” and “how can we
shorten the amount of steps to check out?” Through testing, we noticed the flaws of the site when users struggled with
checking out and therefore, we simplified the process and designed a solution.
Final Prototype: https://marvelapp.com/4eg27b4
