MensXP Shop
At MensXP, we offer a diverse range of content covering fashion, grooming, wellness, relationships, and more. My focus has been on enhancing the conversion rates for the MensXP Shop's BB Cream page, ensuring a seamless and engaging experience for our users.
UX Researcher and UX Designer
Design Team. PMs, Business Team
E-commerce
Increase in conversion rate from 0.74% to 1.69%
Background
MensXP Shop is an Indian e-commerce platform associated with MensXP, which is a lifestyle and entertainment digital platform targeting men.
We launched India's first Men's Beauty product - MensXP MUD BB Cream. Unfortunately, there has been less conversions from people coming to Product Detail Page to actually adding them to cart. We wanted to increase that number.
“HMW increase the conversion rate of MensXP Naturals BB Cream?”
Goals of the Research
Comprehensive Understanding of User Online Buying Experience.
Identification of Influential Factors in the Purchasing Decision.
Holistic Enhancement of User Experience (UX).
Analysis of User Analytics
The Product Manager at MensXP Shop highlighted a notable disparity between the anticipated and actual conversion rates for the recently launched SKU - MensXP Mud BB Cream for Men. Despite substantial investments in marketing campaigns and social media promotions, the observed orders fell short of expectations.
A comprehensive analysis of Google Analytics unveiled a high bounce rate, indicating a substantial drop-off, particularly at the Product Detail Page (PDP). Additionally, isolated instances of cart abandonment were identified. Further investigation is warranted to pinpoint the root causes and implement targeted strategies for improvement.
Google Analytics Feb 2020
Research Methodology
UX methodology is the structured process of creating and improving user interactions through research, design, and testing.
Data Analysis
Analysis of User Analytics
Field Research
Conducting User Interviews
Competitive Analysis
In order to undertsand industry standards
Field Research
After analyzing Google Analytics data, I observed a high bounce rate on the BB Cream product detail page (PDP), leading to insufficient conversions. To identify the underlying issues, I conducted six user interviews with MensXP customers to better understand their concerns and improve our solution.
Objectives of the Research
Gather user narratives on BB Cream interactions.
Identify pain points contributing to bounce rates and cart abandonment.
Questionnaire Themes
Online Buying Experience: Explore users' satisfaction and challenges during the online purchasing process.
Post-Order Placement Experience: Investigate customer satisfaction and feedback regarding the post-order phase, including delivery, tracking, and customer support.
Product Experience Gather insights into users' experiences with the purchased products, including quality, functionality, and overall satisfaction.
Emotionally Connected Purchase Experience: Assess the emotional aspects of the buying process and determine if customers feel a connection to the brand or product.
Buying Decision-Making Factors: Identify the key factors influencing users' decisions to make a purchase, including price, reviews, and brand reputation.
Key Insights
Personalized Sampling Creates Delight
Users are confused by their BB cream shade and not sure which to buy.
Users need personalized guides or how to be able to use the product the correct way.
"When I ordered the BB Cream, I struggled to determine the right shade for me. It was challenging to identify my color, and upon receiving the product, I found the packaging to be misleading— the box was large, but the tube inside was surprisingly small."
User: KW
Age: 32 yr old, New Delhi, Unmarried
User Voices
User Voices
Table to compare competitors features'
"I tend to question the credibility of unfamiliar brands when I receive too many discounts. To clarify my confusion about shades, I reached out to the customer support team to understand what the codes, such as 024 and 027, meant and to get guidance on choosing the right shade for me. "
User: VJ
Age: 22 yr old, New Delhi, Unmarried
Competitive Analysis
In the launch of a men's beauty product by MensXP in the Indian market, I sought valuable insights from diverse sources. Conducting a comprehensive competitive analysis, I delved into the Korean and Chinese men's beauty markets. This exploration aimed to uncover industry standards, emerging trends, and user-centric features that could inform and enhance our product offerings, ensuring a thoughtful and competitive entry into the beauty industry.
User Voices
Key Insights
After conducting a thorough competitive analysis, it became evident that certain enhancements were needed on our Product Detail Page (PDP).
To effectively showcase our product, we decided to incorporate key sections, including a prominent focus on the 'Shade' feature, an instructional video tutorial on 'How to Use,' an elucidation on 'Why to Use,' and detailed highlights of product ingredients and features.
These additions aim to provide users with a comprehensive and engaging experience, addressing key aspects of their decision-making process.
Visual Design
Based on our user interview inputs and competitve analysis we encorported features like Know Your Shade and How to use sections and also a dedicated section showing who needs a BB Cream and See the difference where users can see before and after differences.
Product Detail Page
MensXP BB Cream Mweb
Added features like "Know Your Shade" "How to use" and "See the difference"
Know Your Shade
User is able to see all the models with their respective bb cream shades based on their skin tone
Select this shade
Select this shade
For light skin with nuetral undertones
027
Know Your Shade
For light skin with nuetral undertones
024
Know Your Screen Moadal
Video tutorial added to PDP
How To Use feature
Adding informative videos to educate users about the application and usage of the product
See the Difference
With the before and after crousel, user can see how the bb cream enhances the face
Before and After Widget
Detailed Ingredient List along with Brand Philosophy
Key Ingredients
Full transparency of the ingredients added in the bb cream to promote trust and reliability
Impact
Thanks to the redesigned PDP, we achieved a notable improvement in the conversion rate, soaring from 0.74% to an impressive 1.69%. The transformation is vividly captured in the Google Analytics screenshot following the relaunch.
Google Analytics March 2020
Here are the insights gleaned from Hotjar analytics following the revamp of our mobile web (mWeb) platform.
Hotjar Findings after redesign
Reflections
I learnt that user interviews can reveal things which we could not have found by Quantitative research.
I learned that whenever launching a new feature we have to be realistic and not propose over the budget solutions as they can not be implemented always.
