Research-based redesign of the neonail.pl consumer journey

About the client

Neonail is one of the world’s leading nail care and styling firms. His e-commerce development is built on the application of UX research to the design process.

Scope of services

UX Research
Project implemented by
Wojciech Popiela
CEO/UX Expert

Context

The neonail.pl team desired a comprehensive understanding of the customer journey and decision-making processes of its customers.

 

Based on understanding of user behaviour, a new purchasing procedure needed to be devised. The revamped processes were intended to improve sales by enhancing the store’s usability and customer happiness.

What was our mission?

  • The creation of a new customer journey using data collected from end users.

What were our tasks?

  • Observation and comprehension of neonail.pl customers’ behaviour
  • Obtaining an understanding of what is essential to neonail.pl product recipients
  • Identifying the strengths and limitations of the current solution
  • Developing new steps to finish the order based on the qualitative and quantitative data collected
  • Evaluate the revised design prior to its execution using an interactive prototype

What strategies have we selected?

  • Extensive and comprehensive interviews (IDI)
  • Usability analysis
  • Quantitative data analysis
  • UI design
  • Evaluations on the prototype's usability

Qualitative research

  • Exploration of shopping stories, habits, joys and frustrations of store customers.
  • We learned about respondents' shopping preferences and their shopping stories. We observed how customers complete purchases.

Analysis of quantitative data

  • Exploratory analysis of the qualitative data set using Google Analytics.
  • Analysis of foundational data allowed us to learn about the phenomena taking place in the store and to set metrics for evaluating the results of implementing the new shopping process.

Concept of changes

  • We designed new solutions using quantitative and qualitative data. We packaged and designed the new purchasing process.
  • The knowledge gained was used in the design of the procurement finalization process, followed by verification of the new assumptions using a prototype and evaluation surveys with users.