UX research for Persona
UX research for Persona
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Persona, a prominent beauty salon chain located in Krasnodar, Russia, sought to elevate the user experience on their website through a data-driven approach. The project encompassed an array of research methodologies, including user interviews, surveys targeting potential and existing customers, analysis of competitors within the local beauty salon sector, and the distillation of gathered insights. These findings steered the creation of recommendations and an optimized sitemap.
Timeline:
July - October 2023
Role:
UX Researcher
Collaboration:
UX Designer
Product owner
Tools:
Figma, MS 365, Google Analytics, Google Trends
Goals And Methodology
Goals And Methodology
Research Goals:
Research Goals:
Gain insights into user interactions with Persona's website
Discover user pain points, requirements, and expectations
To assess Persona's website in comparison to local beauty salon competitors
To deliver actionable recommendations to enhance usability and user satisfaction
To design the sitemap aligned with research findings
Research Methodology:
Research Methodology:
Website analytics: Analysis of website analytics to identify KPIs and areas of concern.
Usability testing: 5 respondents
User Surveys: 200+ respondents
Competitive Audit: Analyzed 10 websites of competitors to identify best practices and areas of improvement.
Data Analysis: Summarized and analyzed insights
Recommendations: Delivered practical suggestions for website redesign aligned with user needs.
Sitemap Development: Designed an sitemap that took into account research insights, prioritizing a more user-friendly experience.
Research and analysis
Research and analysis
Website analytics:
Website analytics:
A detailed analysis of website usage was conducted to identify patterns and understand user behavior, including demographics, user behavior and traffic distribution.
Key findings:
Key findings:
Device Type: Mobile 75%
This observation underscored the importance of ensuring mobile responsiveness and a seamless mobile user experience.Conversion Rate: 2.5%
This metric became a critical focus for improvement.
New Users: 90%
Necessity to make a strong first impression
Usability testing Findings:
Usability testing Findings:
Navigation Difficulties
Poor Responsiveness
Low Text Readability
Inconsistent Design
Lack of Visual Hierarchy
Distrust of Reviews
Difficulty Finding Information
Survey Findings:
Survey Findings:
Users painpoints:
Unreliable info, fake photos and outdated content.
Poor navigation and information structure
Usability issues
Lack of online booking
Unclear price list
Website Expectations and requirements:
Provided services, prices, team and photos of their works are key.
Contacts, location and directions matter.
Online booking
Online chat or Whatsapp chat
Clear navigation and information structure
Visually appealing design
Competitive audit:
Competitive audit:
A thorough analysis of local beauty salons' websites in the Krasnodar region identified industry best practices and areas for improvement.
Opportunities for improvement:
Navigation
Content Hierarchy
Responsiveness
Consistency
Data analysis:
Data analysis:
Key findings:
Potential customers prioritize aspects of the website such as service descriptions, transparent pricing, and customer testimonials.
Current customers expressed the need for a streamlined appointment booking system.
User interviews underscored concerns regarding outdated content and inconsistencies in design.
Navigational challenges and poor mobile responsiveness were common grievances noted in surveys and interviews.
Users shared concerns about the lack of visual hierarchy and skepticism toward online reviews.
The competitive audit revealed trends in website design, content presentation, and user engagement strategies among local beauty salons.
recommendations:
recommendations:
Suggestions for redesign:
Suggestions for redesign:
Implement a more intuitive, mobile-responsive design.
Improve visual hierarchy and establish design consistency.
Maintain content for accuracy and relevance while enhancing its credibility.
Increase transparency in pricing.
Elevate user trust by showcasing trustful customer testimonials.
Presentation of team and works of hairdressers and nail masters.
Integrate online booking, reviews by Google, Yandex, 2GIS
Remove pages with Tips and Articles due to irrelevance for customers
Remove page School, cause these services currently are not provided
sitemap development:
sitemap development:
The redesigned sitemap was structured to enhance the user journey by:
Reorganizing the menu structure to facilitate clearer navigation.
Creating dedicated sections for services, testimonials, team, work examples, contacts with map on Homepage
Streamlining the booking process
Simple access to contact information.
Prioritizing a responsive and user-centric design.
Outcomes
Outcomes
Strategy Shift: After conducting thorough UX research, the business owner recognized a significant opportunity to cater to an underserved market segment and decided to invest in opening a new salon under the brand MOYO, specifically targeting young adults. This decision was informed by insights indicating that current salons were not adequately addressing the preferences and needs of this demographic.
Improvements: several recommended changes were swiftly implemented.
The booking process was streamlined,
WhatsApp chat feature was introduced,
The website was purged of irrelevant content
Redesign
Redesign
Website redesign was implemented enhancing client satisfaction and retention rates. These changes have led to clients more frequently recommending Persona salons to others, indicating an increase of NPS (Net Promoter Score).
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