Auditing the shopping experience

Client : Daniel Jouvance   –   Audit UX + Usability testing + Reco Strat

e-commerce & brand experience

3 actions to understand the customers

Why ?

Daniel Jouvance is a brand that only uses distance sales. Its business performances has gone down the past few years. The mission we conducted was to answer questions about the brand perception and business transformation.

1

ACQUISITION & LOYALTY USER JOURNEYS AUDIT

Two angles of analysis : brand and ergonomy. Brand Angle : analyze the presence and role of the brand in the user journey. Ergonomy Angle: identify, classify and prioritize the interface optimization elements.

2

CUSTOMERS AND PROSPECTS USER TESTING

Explore the user vision, in addition to the audit and analysis of datas. We have been able to notice the reason of the participants’ restrain for purchase and their perception of the brand. Tests on 14 people, both in and outside Paris.

3

INSIGHTS ANALYSIS AND SYNTHESIS

Regarding the methodology, experts and customers insights gave us a useful understanding of the brand perception, the product discovery and the shopping experience (including usability issues).

14

Customers interviewed

196

Painpoints identified

8

Experts at work

The layout doesn’t tell the products stories to the new customers, especially to young women who didn’t know the brand.

We designed a new customer oriented home page that tells stories to illustrate the strategy.

Deep optimisations are needed

Strategic development axes, brand tone of voice, functional evolutions, starting with simple quickwins implementations.

Regarding the competitive ecosystem of cosmetics in France we need a full understanding of the targeted audience mindset to build journeys.

The action plan covered a large scope of digital issues and initiated the path for  a deep digital transformation.

Change the way to build journeys for both loyal clients and new consumers.

1

UX AUDIT

based on users meeting, usability observations and experts reviews

123

QUICK WINS

a selection of easy actions to improve the plateforme straight away

1

STRATEGIC REPORT

a strategic analysis with recommendations and action plan

3

KEY MEETINGS

help to onboard team and manager at strategic level

PLUS DE MISSIONS

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