User Research

Screen Shot 2019-12-12 at 7.33.19 PM.png

This is a usability project focusing on Sephora's website, including:

Heuristic Analysis
User Persona
Usability Test Design and Findings
User Interface Improvements

Heuristic Analysis

1 2 3 4

Situational Awareness

Navigation titles and its associated pages correlate

Pages begin with a title or header that describes screen contents

Clear indication is given to the user at all times regarding their location within the site

Cues are present to guide users through their workflow

If multiple steps are required of the user, they are kept informed of where they are in the process

Interface action consequences are clear (buttons, menus, links, downloads, redirection, etc)

Overall score: 2.3

Support Mental Models

Appropriate user experience metaphor has been used

Menu choices are ordered in the most likely way to be logical and coherent to the user

Application aesthetics are appropriate and in context for the user

Tasks are described in terms familiar to the user

Interactions are consistent & expected with targeted users

Overall score: 2.0

Support User Goals

The navigation scheme and layout actively supports the user's goals

Interactions support user's goals - there are no unnecessary or missing steps

Adequate explanation is given for tasks that require it

All information a user needs is available at each stage of a given workflow

There is a clear hierarchy in the primary calls to action

Overall score: 1.6

Summary of Heuristic Problems

Menu Choices Not Aligned with User Needs

Overlapping menu choices in the navigation bar
The 'Makeup' menu starts with less relevant categories such as Just Arrived, Bestsellers, Values & Gifts, instead of products categories such as Face, Eye, Lips.

Screen Shot 2020-04-13 at 8.57.17 PM.png

Lack of Emphasis on Importance

A primary task for users on this website - “SHOP” has only one column, while side information such as Community and In-Store Events compete with each other for attention, distracting the user’s eyes.

Screen Shot 2020-04-13 at 8.55.17 PM.png

Inappropriate Use of Expressions

The wording “Quiz” seems to be a test instead of a recommendation.

User Persona

Full-time college student majoring in engineering.
Have limited time in shopping, daily skincare and make-up.
Cannot afford high price.
Lives in suburb area, far away from a Sephora physical shop, thus don’t have the time to pay a visit.
Plays on two intramural sports teams, spending a lot of time outdoors. Therefore, in need of outdoor skincare product.
Have experience in online shopping and basic knowledge on cosmetics.

User Persona

USEr

GOAL

Find the right skincare product for herself, considering all her skin features (moisturizing, sun-protection etc.).
Find a similar product comparing with the foundation she’s already using but perhaps can work better.

PAIN

POINT

Anxiety in choosing the category that fits the best
Time consuming in finding what the user wants
Confusion in terminology such as “SHOP” and “Quiz”
Difficulty in finding quiz and other useful tools
Results of quizzes are not helpful

Usability Testing

goals

Verify the heuristic problems we encountered including:
- Navigation is inconsistent, contains too much text, not easy to use
- Quizzes are hard to find and results are unhelpful
- Aesthetics are inconsistent and distracting
Identify other unfound heuristic problems
Compare behaviors between users under 20 and users above 30

task 1

You are looking for a skincare product for dry skin that would also work with activities outdoors. Show me how Sephora can help provide guidance on products that suit your skin features.

features tested

Navigation: moisturizer
“Quiz” findability
“Quiz” effectiveness
Filters

task 2

Tell me about the features that you look for in a foundation for yourself. Show me where you can find you that or a similar foundation. Find something similar but can perhaps work better.