Streamlining Product Discovery
Mary seeks a clean, efficient experience to maintain her skincare routine. Her main friction points are disruptive pop-ups, disorganized product comparisons, and the inability to save items for later.
Project 02
Bluemercury
Lead UX Researcher
Project Brief
The UX audit for Bluemercury aimed to assess the storefront’s customer experience and guide future feature enhancements based on optimal UX. I was set to review bluemercury.com to evaluate their current e-commerce practices, feature functionality, and provide recommendations to improve the overall user experience. I did so by doing a UX audit that included a Heuristics Audit, Competitive Analysis, User Proto-Personas, Customer Journey Maps.
Duration
2 months
Tools Used
Figma, Figjam, Hotjar (Heatmaps)
Deliverables
Competitive Analysis, Heuristics Evaluation, Proto-Personas, User Journeys
4-Brand Competitive Audit
6 Core Flows Redesigned
The Problem
The Problem
Bluemercury’s current storefront was in need of an in-depth analysis to identify its strengths and areas for improvement in providing a user-friendly experience. They were looking to:
Assess e-commerce best practices and feature-functionality
Enhance overall user experience and inform recommendations for the future state of bluemercury.com
Additionally, findings from this assessment would provide valuable insights to the Analytics team for testing and support the rebranding efforts of Bluemercury's branding team.
The Solution
The Solution
We developed a comprehensive roadmap that distilled our most insightful and effective recommendations from the UX Audit. This roadmap outlined a clear and strategic path forward, highlighting the key steps and implementation strategies necessary to provide a human centered e-commerce experience.
The Process
Auditing the storefront to Inform the Roadmap
Leading our research initiatives, we conducted a comprehensive competitive audit to benchmark industry standards and identify key opportunities for differentiation. A detailed heuristics audit followed, uncovering critical usability issues and areas for improvement. To deeply understand user experiences, I led the mapping of user journeys, highlighting pain points and moments of delight. Finally, we developed proto-personas to embody our target users, guiding design decisions and ensuring user-centric solutions throughout the project.
SWOT ANALYSIS
To identify strategic opportunities for Bluemercury, I conducted a comprehensive SWOT analysis evaluating direct competitors: Sephora, Ulta, Violet Grey, and Saks. By analyzing their Product Listing Pages (PLP), Product Description Pages (PDP), and Add-to-Cart flows, I pinpointed industry standards and critical usability gaps to inform a more accessible, user-centric roadmap.
SWOT ANALYSIS
EXPERIENCE MAPPING
To identify strategic opportunities for Bluemercury, I conducted a comprehensive SWOT analysis evaluating direct competitors: Sephora, Ulta, Violet Grey, and Saks. By analyzing their Product Listing Pages (PLP), Product Description Pages (PDP), and Add-to-Cart flows, I pinpointed industry standards and critical usability gaps to inform a more accessible, user-centric roadmap.
CONCLUSION
