Pure Integrity Soy Candles started in 2002 with the founders wanting to improve their home environment. Since then Pure Integrity has become a successful business with a brick and mortar and online presence. Founders Teresa and Jeffrey’s passion for health and wellness led them to create a unique toxic-free soy wax formula with no synthetic fragrances. All candles are hand poured and over 50 scents, styles and varieties are offered.
Pure Integrity Soy Candles is a successful brick and mortar physical store but the company struggles to attract and retain online business. Online traffic is low compared to foot traffic in the actual store.
To make an assessment of the functionalities and usability of the current website as well as making suggestions on areas to improve in. I needed to make sure that Pure Integrity visitors were given a great shopping experience no matter what device they were shopping from. A responsive makeover allowed for a seamless experience without compromising any features.
Duration: 2 weeks
My Role: User Researcher, UX/UI Designer
Skills: Heuristic Evaluation, Website Analysis, Proto Persona, Customer Journey Map, Low-Fi Prototype, Hi-Fi Prototype, Visual Design.
Tools: Photoshop, Illustrator, Adobe XD, Invision (Prototype)
The first step in improving something is knowing how good (or bad) it is in its current state. My time was limited and I decided to conduct a UX analysis (review) and identify usability, behavior-related and website content issues. This analysis helped me understand how customers interacted with the webstore and identify obstacles visitors needed to overcome to become Pure Integrity customers.
I conducted usability testing and identified several design features that needed to be improved. In short, products were difficult or nearly impossible to locate, even when looking for a specific item previously purchased at the physical store.
Pure Integrity is an online soy candle shop. Based on my research, customers love the product but have a very difficult time navigating the cluttered website and feel overwhelmed with the various visual elements on the site. These are some of the main reasons why Pure Integrity struggles to attract new online customers and has a low conversion rate. I believe that by improving usability – making it easy for customers to find information, improving product descriptions – making them clear and compelling, and including engaging design elements/photography – making products more visually appealing, will increase conversion rate by 25% and decrease bounce rate.
CAN’T SELL A PRODUCT THAT CUSTOMERS CAN’T FIND
The homepage and category pages help organize and prioritize a website’s offerings. Product listing pages show shoppers the collection of items for sale within a category, and present ways to filter, sort, and compare items. Customers run into problems when they can’t find the products they want to buy. – Aurora Harley, Neilson Norman Group.
I started my design revamp with the home page to improve the sites first impression. My goal was to make it clear and engaging (awareness step).
Diving into the hearts of consumer and learning about certain triggers that ultimately lead to a purchase was both fascinating and interesting to examine. Using collected data to improve a family business I firmly believe in gave me personal satisfaction. Time and further observation will provide measurable results and additional data with which I can further modify and continue improving the customer experience.
