SSUNSU is a Korean Health and Beauty e-commerce brand with an unique business model of influencer-led products. Promising to bring their customers the top trending Korean beauty and health products to keep them happy, healthy and beautiful.
Project Brief:
Revamp the e-commerce experience to provide reliable product information and reviews to meet consumers’ needs in buying K-beauty and health products while leveraging on celebrity and influencer endorsements to drive conversion through social media platforms.
We did both qualitative and quantitative research to help us better understand our user needs and pain points.
This will help us to reveal some valuable information that can be fed into the design process.
" There are too many brands in the market, I am not sure which will suit me the most!"
Goals and Needs:
. To stay healthy by getting the right supplement that suits her body
. Need to know which product is effective and worth her money
Frustrations:
. Do not know which influencers to trust for products' benefits
. Not surewhich health and beauty supplement is effective for her
#1
Consumers nowadays are overwhelmed with the number of product selections hence, they are not sure if the products are suitable for them based on the product description itself.
Result:
Community Platform
This platform allows consumers to discover which products suit them the most with the most genuine and reliable reviews from the influencers and people from the community.
#2
Consumers don’t trust influencers promoting supplements as they think influencers are doing it only for monetary purposes, they only choose to listen to credible influencers who are experts in the beauty field.
Result:
Influencer Profile Page
Displaying individual influencer testimonials, genuine reviews and results as well as showcasing their journey to measure how effective the products are.
#3
Consumers value genuine and reliable product reviews when they are researching for product benefits.
Result:
Interactive & Informative Product Page
Detailed and transparent product page where consumers get credible information from scientific claims.
With all the research and conclusions in mind, we started with some rough sketches on paper,
and then brought the final ideations to life in Figma.
Values that help and improved our
users and SSUNSU:
Integrity and transparency with products information and reviews, building trust and relationship between consumer and brand.
With detailed ingredients information, product benefits and scientific claims, consumers can be reassured and feel safe.
Feeling assured and confident in the product, consumers feel secured and happy with the whole shopping experience.
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With user-generated content, consumers can find products that are suitable for them based on the most genuine and reliable reviews from both SSUNSU's endorsor and people from the community. As a social platform, interactions can be made among the community as well to share their thoughts and reviews about the product.
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As an influencers-led business model, SSUNSU's influencer profile page will display their individual journey and testimonial to share their most genuine reviews and results.
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Detailed and transparent product page where consumers get credible information and reviews.
Statistics showing how effective the product is as well as testimonials from both SSUNSU's endorsors and people from the community.
We conducted a usability test with 6 participants where we consolidate their feedback and get insights from our solution.
6/6
Consumers felt that the product page is very informative and help to clear most of their doubts.
6/6
Consumers love the community platform as they are able to check out the most honest reviews from people just like them.
6/6
Consumers find it useful to watch the journey and results from the influencers through interactive videos and detailed descriptions.
#1 Refine Label
5/6 of the testers would think that the "Filter" tab unable them to filter by ratings, hence we changed the label to "All Ratings" to make it more obvious and clear.
#2 Simplify Filter Categories
5/6 of the testers were confused with the amount of filters in the product page, as SSUNSU does not have a huge range of products yet, hence we removed the top product category and simplify the product labels to make it more straightforward.
#3 Increase Interactions
4/6 of the testers were still doubtful if the testimonial from influencers itself will be credible enough for them to believe in the product.
Therefore, we included people from the community to share their honest reviews and results to create more interactions and build trust and relationship with consumers.
More user testing and iterations
That helps to answer and provide recommendations for different concerns
Reward points to customers to help increase brand loyalty and trust
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