Auditing the shopping experience
Client : Daniel Jouvance – Audit UX + Usability testing + Reco Strat
E-commerce and brand experience
3 actions to understand the customers
How come ?
Daniel Jouvance is a brand that only uses distance selling. Its business performance has gone down the past few years. The mission we conducted was to answer questions about the brand perception and business transformation.
AUDIT OF ACQUISITION AND LOYALTY USER JOURNEYS
Two angles of analysis : brand and ergonomics. Brand angle : analyzing the presence and role of the brand in the user journey. Ergonomics angle: identifying, classifying, and prioritizing the interface optimization elements.
CUSTOMERS AND PROSPECTS USABILITY TESTS
Exploring the user vision, in addition to the audit and the analysis of data. We have been able to notice reasons in the participants’ restrain for purchase and their perception of the brand. Tests with 14 people, from both inside and outside of 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 didn’t tell the story of the products to the new customers, especially to young women who didn’t already know the brand.
We designed a new customer oriented homepage that tells stories to illustrate the brand and fulfills its strategy.
Deep optimizations are needed
Strategic development axes, brand tone of voice, functional evolutions, starting with simple quickwin 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 a deep digital transformation.
Change the way to build journeys for both loyal clients and new consumers.
based on meetings with users, usability observations and expert reviews.
to improve the plateform straight away.
with recommendations and an action plan.
to involve the teams and managers at a strategic level.