Case Study

Enhance Skull Shaver Product Page

PROJECT OVERVIEW

The Skull Shaver Product Page Redesign project aimed to revamp the user interface and improve overall user experience, ultimately leading to increased conversion rates. By addressing critical usability issues identified through comprehensive user research, we sought to transform the online presence of Skull Shaver, a leading brand in the grooming industry known for its innovative head and face shavers. The redesign resulted in enhanced user engagement, increased sales conversions, and a strengthened brand reputation.

THE CHALLENGE

The key issue was the underperformance of Skull Shaver's existing product page, which exhibited low user engagement and poor sales conversions. Despite offering high-quality, innovative grooming products, the website's design and usability were not meeting customer expectations.

Problem Origin: The issue arose from unclear presentation of product information, and a lack of user-generated content (UGC) that made the site feel less human and engaging. These problems were highlighted by user feedback and analytics.

User Experience: Customers and potential users found the product page lacking in clear, compelling calls to action. The absence of UGC, such as customer reviews and testimonials, made it harder for users to connect with the brand and trust the product offerings. This led to frustration and a higher bounce rate, negatively impacting overall sales.

Importance of the Problem: Improving the product pages was crucial as they directly influenced the first impression of the brand, affected customer satisfaction, and played a significant role in driving conversions. Poorly designed product pages could lead to lost sales opportunities and a diminished brand image.

This redesign project provided an opportunity to address these challenges, enhance user satisfaction, and leverage the full potential of Skull Shaver's innovative product offerings. By focusing on user-centric design improvements and integrating more UGC to create a more relatable and trustworthy experience, we aimed to create a more engaging and effective online experience for our customers.

THE GOAL

Create an upgraded product page that enhances the current product page, focusing on improved design, user experience, and key product highlights.

Enhance User Engagement

Success will be measured by increased time spent on product pages, reduced bounce rates, and higher levels of user interaction with content.

Users will find the product pages more visually appealing and easier to navigate, encouraging them to explore more products and information.

Increase Conversion Rates

Success will be indicated by higher sales conversions and improved checkout completion rates.

Users will experience clear, compelling calls to action and well-presented product information, making purchasing decisions easier.

Integrate User-Generated Content

Success will be demonstrated by the inclusion of more customer reviews, testimonials, and other forms of UGC, creating a more authentic and relatable user experience.

Users will trust the product pages more and feel a stronger connection to the Skull Shaver community.

DESIGN PROCESS

We use Double diamond to understand users and identify existing problems and solutions.

Discover

customer problems

Define

specific customer problem

Develop

Deliver

potential solutions to these customer problems

feasible solutions to these customer problems

What are the problems?

Divergent

Convergent

What are the solution?

Divergent

Convergent

Gather data, understand demand and or problems.

Screening analysis
Personal exploration of the app.
Desk research
User interview
User personaEmpathy map

Narrow scope, focus to specific problem(s)

Pain points

Explore possible solutions, design the user interaction

Define constraints,
visualize interface

DISCOVER

Screening Analysis

To do this I did a more detailed understanding of the brief and it can be concluded that

Big Idea

Create an engaging and visually appealing product page that not only showcases the product effectively but also enhances user experience and drives higher conversions.

Essential Question

How can we redesign the product page to highlight key features, improve user engagement, and ultimately increase sales?

Challenge

Enhancing usability, aesthetics, and overall user experience to improve user engagement and satisfaction.

Research Objective

Understanding User

To identify the most effective design elements and features that enhance user engagement and increase sales on the product page.

GUIDING QUESTIONS

To find the pain points and features needed by users, we compiled questions for the research objective and we used for conducting desk research & user interview with 3 people whom we asked to try out Ageless hair landing page.

What challenges did you encounter while navigating the Skull Shaver product page?

Which features or information were missing or unclear on the product page?

What elements or features would enhance your experience and make you more likely to purchase from the Skull Shaver product page?

FINDINGS & HIGHLIGHTED PAIN POINTS

After i conducted desk research & user interviews to 3 people who people who like to shop online, we found several findings :

UGC and social-focused: Optimize webpage design with user-generated content (UGC) and social media integration to boost engagement and credibility through authentic user reviews and interactive features.

IMPROVE PRODUCT SECTION

Image Improvement: We changed product images into lifestyle images featuring people, or utilize image space to add strong selling points, such as guarantees and benefits.
Enhanced Product Details with Clear Bullet Points: We've added detailed product descriptions and strong bullet points to provide clearer information and improve user understanding.

Image Replacement: We changed the product image to show real men using them in action.

Before

After

Simplified Add to Cart Button: Displaying the price on the Add to Cart button provides immediate clarity and transparency for users, reducing cognitive load and decision-making time.

Pro Plan Offer: We placed a Pro Plan offer below the Add to Cart section to increase the chances of clicks and boost sales. This strategic placement leverages the user's buying momentum, providing a clear and convenient opportunity to upgrade, enhancing the overall user experience and encouraging higher-value purchases.

Product Badges: We simplified the image carousel by removing similar images and used the extra space to highlight the product badges.

Be more UGC and
social-focused

We increased the use of social proof by featuring more people and faces. Additionally, we included a before-and-after section with real people's selfies and pictures to showcase the effectiveness of our products.

Highlighted Review

Before-and-After Section: Evidence of results, enhancing trust and credibility among potential customers.

All review

ADDED SECTION

Reels Section: By incorporating this section, we aim to leverage this preference to effectively showcase product benefits and usage scenarios, enhancing overall user interaction and conversion rates.

Competitors Analysis Section:

Users gain insights into how our products compare with competitors, helping them make informed purchase decisions.

CONCLUSION

The redesign has significantly improved user engagement and conversion rates, strengthening our online presence. 

By focusing on UX enhancements and integrating effective social proof, we've enhanced customer trust and satisfaction.  

This success underscores our commitment to delivering exceptional web experiences and driving business growth.