Auditing the shopping experience
Client : Daniel Jouvance – Audit UX + Usability testing + Reco Strat
e-commerce & brand experience
3 actions to understand the customers
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.
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.
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.
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).
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.
based on users meeting, usability observations and experts reviews
a selection of easy actions to improve the plateforme straight away
a strategic analysis with recommendations and action plan