An online barber supply store called BarberDepot.com underwent a site redesign led by Charron J. Matthews to address pain points and improve the user experience. User research found that barbers want detailed product reviews, a smooth shopping experience, and flexible return policies. An initial prototype was tested and feedback indicated users wanted easier access to reviews and the shopping cart. The redesign process involved sketching, prototyping, testing, and iteratively improving the design based on user feedback to better meet barbers' needs when shopping online.

1. A site redesign by Charron J. Matthews
barberdepots.com

3. Site Pain Points

4. Search bar is discrete
Cart is under navigation
Navigation is left-justified
Savings in header and body
Sale items image is loud
Home Page
The deciding moment.
Free shipping is great, but do I
want to shop here?

5. Navigation
Many barbers shop
by brand.
Hierarchy matters.
Primary and
secondary navigation
repeated.
Navigation sort not
optimized for
barbers.
A missed opportunity.
Can I get here quicker?

6. Product Listings
Two search bars
Consistency and repetition
not prioritized
Overwhelming brand list
including all categories.
Clippers? Check. Trimmers?
Check? Band for Slimline Pro?
Wait, blades? Where am I?
A lot of everything.

7. Product Page
Some pages have
double descriptions
A lot of real estate is
taken up by non-
related items, easy
exit for ppl
The zoom pops up
poorly.
Can we make shopping simpler?
Text-heavy.

8. Product Page continued
Social advertising
placement
Related products
are repetitive
Recently viewed
products is useful,
but hidden

9. The Competition

10. Competitors

11. HARRY’S BEVEL
DOLLAR SHAVE
CLUB
THE ART OF
SHAVING
Landing Page
• Deals
• Featured Products
• Plan Offerings
• Quick Purchase
• Feature Products
• Get Advice
• How it Works
• Quick Select
• FAQs
• Deals
• Popular Products
Primary Navigation
• Shaving Plans,
Products, About, Father's
Day, Help, Sign In, Cart
• Products, Why Bevel,
Reviews, Father's Day
Gifts, Shopping Cart,
Login
• Blade, Products, Gift
the Club, How it Works,
Reviews, login, join box
• Shaving, Razors,
Brushes, Grooming, Gift
Ideas, Build Your Set,
Shave Consultation,
Replenishment Service,
Blog
Footer
• Privacy & Terms, View
Mobile Site, Contact Us,
Social Icons, We're Hiring,
Learn about the Mobile
App
• Social Icons
• FAQS, Contact Us,
Careers, Military, Mailing
List, Privacy & Terms, 30-
day Money Back
Guarantee
• Chat Box
• Product Categories
• Help Center
• Contact Us
• Reviews
• AcceptedPayments
• Privacy & Terms
• Social Icons
• Shop
• Experience
• At Your Service
• Newsletter Signup
• Social Icons
Images
• Lifestyle Images
• Products
• Store Front
• Video
• icons
• products
• Video
• portrait banners
• products
• Man with baby (son)
• products
Competitive Analysis

12. User Research

13. I want
to learn
more about
products
I want to buy
quality
products
I want to
shop easily
I want to
explore
many
options
I want
to schedule
recurring
orders
Going to the
department
store is
annoying
Usually buy
the same stuff
each time
I don’t have
time for store
runs
Sometimes
the stores
don’t have
what I want
Running out of
supplies is
bad for
business
I’d rather pay
to not have to
deal
Scheduled
payments but
i want to
cancel when
ready
More options
the better
See whats out
there
I like having
choices
Compare
prices helps
me save
Site needs to
be clean I don’t want
too much
popping up at
me
I want to add
to cart quickly
Not too many
big colors
I want
recurring
orders
I want to save
and complete
order later
Want it to last
long
Want to keep
customers
coming back
It’s just better
for cutting
other people’s
hair
Don’t want to
keep buying
replacements
I’ve had bad
experiences
with cheap
products
You get what
you pay for
Shouldn’t
want to buy
something
thats not
good
Waisting
money if its
the wrong
thing
Some
products are
better than
others
I want to
make sure I’m
getting the
right product
for the
Shelf life
I can tell other
barbers
about whats
good or not
shipping
options, 2-
day
Like to look
around and
take my
time

15. “We are investing our time in money in these products. we deserve to be satisfied with the clippers.”
to schedule orders
What should you know?
Barbers that shop online want:
flexible return policies to engage with reviews
a smooth experience

16. Biography:
Eden has been a barber for over ten years. He usually buys his barber
supplies from his local Sally's, a beauty supply store, or CVS when time
is of the essence. He was reluctant to buy products online because he
likes to ask the sale representative for advice - usually to no avail.
Eden loves products that allow him to detail his clients - ensuring that
each aspect of the cut or trim pops. From his experience, his diverse
client base appreciates the feel of the cut and have expressed a
difference when Eden uses top quality clippers, trimmers, and blades.
When Eden faces a barbering related problem, he usually consults
other barbers, blogs or YouTube. Eden does not want to go answerless
because his business is affected if he does.
Quotes:
"You want to buy a product that will be great to cut with, show off to
customers and be long-lasting"
Pain Points:
• currently has low quality clippers
• personally uncomfortable shopping online
• doesn't have PayPal but wants money to be taken out of his bank
account directly, and not the bank card
• transitioning his clients to better clippers may be difficult, but he's
okay cutting them with the clippers they prefer
Age: 32
Work: Barber
Location: Los Angeles, CA
Purchase Frequency: Type
Main Goals:
• enhance the definition of his cuts
• buy top quality products
• customize his products when need
be
• a one-stop place for all of his design
related reviews and such - no
scavenging through YouTube videos
• increase return customers
Needs:
• Quality clippers
• quick ship time
• expert advice
Personas Experienced Eden

17. Biography:
Avery is a recent high school graduate and currently enrolled in barber
school.
This is her first time buying clippers online. Starting out, she purchased
her first pair of starter clippers from a local CVS but now is looking for
level up.
Avery loves to shop online for clothing is feels comfortable. Avery loves
shopping online because it is quick and she has many choices. When she
is shopping for herself the process is smooth but when she wants to buy
a product for someone she finds it painful to research multiple sites for
product reviews. This is typically the stage she exits the online process
and resorts to a quick option like buying from the department store;
which is not ideal.
When Eden faces a barbering related problem, he usually consults other
barbers, blogs or YouTube. Eden does not want to go answerless
because his business is affected if he does.
Quotes:
"I don't know much about men's grooming so I may need some help
buying the right product.”
Pain Points:
• Too much information available about barbering
• Sometimes doesn’t know where to start research
• Doesn't know where to start
• Products can be expensive so wants to get the first by right, based
on her level.
Age: 17
Work: Barber School student
Location: Boston, MA
Purchase Frequency: First time
Main Goals:
• buy top, quality clippers and
trimmers products
• build shopping carts
• receive order fast
• flexible return policy
Needs:
• read detailed, product reviews
• list of brands most barbers use
• 2-day or overnight shipping
Personas Apprentice Avery

18. As a barber, I want to read detailed product
reviews and buy in bulk so that my business runs
smoothly and I can save money.
Problem
As an apprentice, I want to review and buy top
rated products with a flexible return policy so
that if I don’t like the product I can return it.
The Barber
The Apprentice Student

19. An e-commerce site that delivers comprehensive
product reviews and utilizes a flexible return policy so
that customers are informed and satisfied with their
purchases.
Solution

20. .
He visits barberdepots.com and
love the site. He orders Oster
Powerline Clippers express.
Scenario
Eden has a new barber starting
at the shop.
It is Thursday and he wants to buy a
welcoming gift.
He's taking a trip with his family this
weekend and is crunched for time.
Over lunch he learns about BarberDepot, an
online store that has strong product reviews
and express shipping.
Barber Depot

21. THE PROCESS

22. Rough Sketches

23. Prototyping and Testing
Participants completed the task of
adding clippers to their shopping cart
Each was asked to describe what they
saw on each page and were encouraged
to narrate their actions
They were offered a cold beverage of
their time

24. Prototyping and Testing
Filtering Options Product Reviews Recurring Orders

25. Initial Prototype

26. Level 2 Prototype

27. Feedback from Level 2 Test
“We want reviews”
“Where is the actual shopping cart?”

28. Digital Prototype

29. Future Design Updates
Build out the solutions to other pain points
Explore design to convert Amazon users
Conducting brand interview with owner
Recruit content creators
Another round of testing and move into high fidelity

30. THANK YOU