Enhancing Living Proof’s Online Experience for New Users
Living Proof's team tasked us with improving new user journeys on Living Proof’s desktop site, focusing specifically on enhancing product discovery and simplifying decision-making.
August - December 2024
Living Proof
Tools
Figma
Dovetail
Miro
Faye Ochi (me)
Chloe Choi
Shrey Godhani
Harsh Chavda
Miyah Kim
Riddhi Chaudhari
Ryan Pearson
Director of E-Commerce
Digital Marketing Manager
Retention Manager
Goals
Elevate LivingProof’s online experience for first-time users by enhancing brand perception and optimizing product discovery to drive purchase conversions
Results
Site Evaluation
Identified existing usability strengths and pain points through in-depth heuristic evaluations and usability tests with new users
Design Recommendations
Delivered a visual guide of recommendations to address usability challenges and enhance brand perception for LivingProof's team to support future implementation
Understanding Living Proof's Brand Values
To kick off our project, we focused on uncovering the core values Living Proof aims to communicate through their website and brand.
By diving into their brand identity and positioning, we established a foundation for designing solutions aligned with their brand and value proposition.
Identity.
Purpose
Solve hair problems through science-based products.
Mission
To create inventive solutions designed to solve real-world hair problems – never to conceal them.
Values
Science, Ethics, Health, Integrity, Performance, Inclusivity
Positioning.
Target Customers
People with "real hair challenges"
From hair-curious to hair-expert consumers
Market Definition
Personal care product manufacturing industry
Prestige haircare space
Value Proposition
Science-based formulas
Problem-solving approach to haircare
Wide product range to cater to various hair concern and type
Competitive Analysis
To understand industry trends and uncover opportunities for improvement, we conducted a comparative analysis of seven competitors identified by Living Proof’s team.
We used sets of categories with specific features as a comparative measure with a supplementary ‘Yes’/‘No’ reporting system to see if the competitor had that standard feature or not. All observed features were then compared with Living Proof’s offerings to understand their positioning in the haircare market.
Insights
UX elements or interaction mechanisms used to retain users
Using Loyalty Programs - 4 / 7 competitors
First-time user discounts - 5 / 7 competitors
Free samples on purchase - 4 / 7 competitors
Alternative purchasing methods beyond the conventional add-to-cart and checkout process
Automated Replenishment/Subscriptions - 5 / 7 competitors
Hair Routines/combos - 5 / 7 competitors
- Hair Quiz - 6 / 7 competitors
- Searching by ‘Need’ or ‘Preference’ - 5 / 7 competitors
- ‘How-to’ sections & Before-After photos - 6 / 7 competitors
Analyze Users' Journeys and Decision-Making Processes
Goal
Understand Living Proof’s brand perception for first-time users
Activities
Desk research on LP’s brand identity, perception, and market positioning
Cross-reference findings with Living Proof's team for validation and clarity
Outcomes
Team-wide understanding of LP’s ideal brand perception
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
Identity.
We are the science. You are the Living Proof.
Purpose : Solve hair problems through science-based products.
Mission : To create inventive solutions designed to solve real-world hair problems – never to conceal them.
Values : Science, Ethics, Health, Integrity, Performance, Inclusivity