C&Co. E-commerce Strategy
An e-commerce skincare company called C&Co. was chosen for an assessment of their
strategic planning, usability and design. Through multiple phases of research, areas of
opportunity were discovered to establish an effective and engaging online presence.
SWOT Analysis
An analysis of the strengths, weaknesses, opportunities, and threats was performed to identify what the company is doing well, what needs improving, where it can grow, and the areas of failure. This evaluation provided an in depth overview of the company’s online health.
Personas
Data on the company’s target audience was gathered from social media insights and customer reviews to create a global representation of their e-commerce customers in a singular persona.
Empathy Map
A hub and spoke model empathy map was developed using a specific product sold by the company as the hub. Six questions a potential customer would ask while searching for the product were used as the spokes. Empathizing with the user assisted in formulating the potential phrases used for product search queries.
Customer Journey Map
Using the previous anecdotal research on this company, a customer journey map was created for the persona to determine the pain points and moments of truth throughout the purchase process. The development of this map revealed opportunities for improvements and addressed recommended solutions for optimizing the user experience.
Prototype Development
Applying the previous evaluations and mapping methods, an interactive prototype was created using Adobe XD to propose a new Homepage layout and an improved checkout process.