Gillette México
Seeks to improve the user experience within their official website.
THE PROBLEM
Gillette México is not generating enough profitable leads.
As part of Gillette Mexico's main strategy for the upcoming year, increasing the percentage of generated leads is a priority.
It is worth noting that the brand's current website has usability issues, which hinder users from fully utilizing the offered content. Consequently, the brand is not maximizing this resource to capture more leads and translate them into increased sales and converted users.
My role:
HIGH LEVEL TIMELINE
Perform a diagnosis of the state of the application and the official website.
MAKE OF THE TEAM
Identify the problems that users have been experiencing.
KEY GOAL
Improve the experience on Gillette Mexico's official website.
Hypothesis
"Improving the experience will result in better conversion rates."
We can say that Gillette users who go to the official website to search for information about their products, new releases, and relevant brand information have a journey filled with frustrations along the way. Additionally, lead generation is poor. The short time spent on the page prevents users from exploring different sections comfortably without feeling "lost".
Therefore, it is necessary to redesign the website, which will enable users to have a better experience and lead to better results for the brand.
Heuristics
Below are the findings from this initial assessment regarding the heuristics that are not being met.
In general terms, Gillette's website maintains a high cognitive load in different sections, which makes it challenging for users to explore the site.
Visibility of the system.
It is not clear to the user to know in which section of the page they are located.
Error prevention:
Error messages are delivered to users, and it is not clear what is not working. The interaction with the quantities of the product that the user wants to add is confusing.
Control and freedom for the user.
There is no back button, and users depend on the main logo. In some sections, the browser's "Go back" function does not work.
Consistency
1. The product segmentation can be confusing for users, as terms are mixed and the copywriting is not clear.
2. The purchasing flow or product selection is not clear to the user.
Consistency
1. The product segmentation can be confusing for users, as terms are mixed, and the copies are not clear.
2. The purchasing or product selection flow is not clear to the user.
The user
User testing was conducted with a population of 7 individuals, predominantly men between the ages of 20 and 37.
Based on the findings regarding the users' understanding of the product, their motivations, frustrations, and needs, it is possible to assert that:
1. User frustrations are centered around the lack of detailed information about razors when placing a delivery order. Additionally, users expressed a dislike for using just any razor, which complicates their decision-making process when considering alternative options in the market.
2. The majority of users have a need for peace of mind when purchasing a razor, the ability to have criteria for choosing a good razor, and easily finding replacements for new razor designs.
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Quick wins
A series of key actionable items have been defined and monitored in order to identify the ones that are proving to be more effective, with the intention of replicating them in the future.
Prioritization
Define strategic sections to apply adjustments.
Behavioral
Consider in order to To maximize results.
Measurements
Applying exit surveys and expanding user knowledge.
Information architecture
Establishing a new IA that allows for more intuitive user navigation.
Additionally, strategically placing call-to-action elements that lead to conversions.
Intervening the product page
One of the sections with the most improvement opportunities is the product page, and therefore, it has been prioritized for implementing key enhancements.
Removing irrelevant information
This aims to prevent decision paralysis because when people are presented with too many options, they tend to opt for the easiest one, which is often choosing nothing.
Focus on received reviews
This aims to help decision-making as users find it valuable to know the opinions of other consumers as a starting point when making decisions.
Intervening in the purchase details
This section aims to provide information on where to find the product and other details for accessing it.
TITLE OF THE CALLOUT BLOCK
Next steps
Implementation: Test and iterate.
The proposed solutions aim to take concrete actions on the information provided to users, build trust in different products, and improve ease of use.
It is recommended to conduct usability tests with high-fidelity prototype adjustments before moving on to development and implementing the solutions. This is to avoid investing unnecessary efforts and reduce the margin of error.