Introducing a new refillable Luxury skincare range
Stella McCartney and her team had created a new line of luxury skin care products that embodied the sustainable emphasis. As part of the brands environmentally conscious approach the packaging was designed to use a refillable system, to reduce packaging and waste. This would also add value for the customer in the form of cost savings for repeat purchases.. The primary task was to communicate this with a brand-new website separate from the fashion platform.
Initiative:
Business goal - The business goal was to showcase and sell the new refillable range online and generate return/repeat users. The first-time user would be expected to purchase the full-size product and return to purchase the refill system as a returning use.
Design (UX / UI) brief / metric - The brief was to explore and create a new website that would generate repeat sales of the new luxury skincare product range by communicating the brands holistic eco-conscious approach. A key part of this was to showcase the refill system create repeat/return users.
Contents
Research
Flow scenarios
Concepts creation
Testing wireframe designs
Summary
01 Research
The first steps were to understand the main details of the new luxury skincare brand and all that it offered. This was done via meeting with the marketing and PR teams to fully understand all the features of the product and how the unique refill system worked. I then followed that by doing extensive competitor research to see who else was selling refill products and how they were going about this.
02 Flow scenarios
Based on the research I began exploring different initial options for a range of flows that would encompass the way in which a user could shop the new product range and at the same time educate the user that there was a refillable product option. I explored the idea of repeat purchase and subscription options.
03 Concept creation
After working with the key stakeholders to decide which approach was right for the business I began wire-framing user flow concepts that we would test. These concepts explored ways to clearly communicate that there were two types of products per item; one being the full-sized product and one being the refill system version. I then prototyped the design concepts and flows we wished to take further.
04 Testing wireframe designs
I user tested a number of concepts which explored a different ways a user could shop the full-sized and refillable product from various touch points such as the homepage, PLP and within the PDP. This looked at product cards containing both types of product as well as splitting them out into separate cards. I used an iterative testing process to help iron out small details raised by users. All users understood the wireframes journeys where the product was concerned and preferred the version that separated out the product when not on the PDP. Due to a lack of a specific copy, it was difficult to determine the success of educational piece but they all understood what was meant by the refill product and that they could also purchase this separately, as well as select a repeat purchase option. This iterative approach was mostly around messaging, positioning and terminology.
05 Summary
Based on the research we were then able to evolve the concepts and begin the design phase. The first design and build phase focused on helping the user to understand and shop the full-size product and refill version at each stage of the e-com journey. The subscription part of the project was split out into the post MVP phase due to technical complexity.