UX Research Study: Sephora App
Sephora Service + Feature Exploration
UX Research Exercise
Sephora is one of the top free beauty apps on the Google Play and iOS app store. From doing a past product design case study on increasing shopping behaviour and sales through integrating a community feature, Sephora was a well known app recognized throughout my user interviews. Leveraging this knowledge, I decided to further pursue a research study on the app for a research exercise prompt by Shopify out of personal interest.
Full disclaimer, the exercise provided didn’t require me to create a full case study and I don’t represent Sephora in any way. I just enjoy talking to people, learning about their problems and putting my user research skills to good practice.
Competitive benchmark Study
I completed a competitive benchmark study among a couple apps to analyze some of the main community features from a past project, and here are my findings for the Sephora app:
There are three main community engagement opportunities within the app sectioned off into: Groups, Conversations and Gallery. Sephora also made a point of communicating to a user what the community features were by providing visual aids and short informative points that broke down the value of each features purpose.
From general observation of each feature, the Gallery seemed to have the most consistent engagement with users. Users using this feature are able to contribute relevant related content such as photos of their new makeup look to display in an image feed. Considering Sephora’s prospective business needs, there are brand exposure opportunities within the gallery feature that will showcase Sephora-bought products they've utilized within each look.
User flow walkthrough
Research plan and interview guide
Analysis of findings
Narrowing scope —
Overview & Background
Sephora Community Overview > Gallery
For sake of this new research prompt given that asks to focus on why conversion is down on a new redesign, I decided to focus on the Sephora application’s Gallery feature to further evaluate and better understand habits of detailed user interactions while using the app.
Having gone through this feature flow myself, I decided to break down some of the steps I took in an app screenshot by screenshot flow and provide dialogue captions below each step I took to communicate my thought process while interacting with the feature:
Ideation and Exploration
Feature: "Add A Look" > Add Photo Details Overview
I really wanted to dig a bit deeper into the following feature to really understand the intention was behind the UX of this feature, consider any areas for improvements and determine if any potential suggestions could be made.
The photo details page prompts me to add details about my photo look, to adding a description caption, to adding the products I've used/purchased.
Questions to further explore:
Are there any incentives that get a user to post their own photo on the app?
Could there be additional guidance on what to caption within the description text?
What's the purpose of the 'Categories' and necessity of selecting/adding the photo to a group to proceed?
Provided Context > Referencing Shopify Research Prompt
Now let's say that we're given two existing avid Sephora online app shoppers, two Sephora in-store shoppers that are seldom app users and one Sephora Associate/Makeup Artist that will act as the users from the database I was able to reach out to. I chose to interview a small variety of Sephora shoppers and an associate to get a better understanding of how the latest redesign might impact all points of Sephora’s shopping experience.
In addition — ideally, I would do my best to reach out to a data science and analytics team and/or product manager that may be able to provide specific insight on the web analytics data on the areas of the re-design and understand any product requirements and constraints that should be tested.
Problem Focus + Research —
Planning and interview guide
analyzing additional e-commerce apps
To understand detailed user interactions within the app that may be impacting conversion, a field research study and usability test may be good techniques to begin with. Both would offer insights to measure user behaviour in context to where the user may be using the app as well as an opportunity to observe users carry out specific tasks with the app’s re-design.
Going into the testing I would set the following general research goals:
Discover why conversion has gone down on a mobile app feature
Validate a Sephora employee's need for an improved UX flow within the app
Validate a Sephora shopper's need for an improved UX flow within the app
Research Iteration Organization
In order to organize this research study, I've referenced both a Medium article breaking down Shopify's "Get Shit Done Framework" as well as a research iteration Trello board framework created by Jessica Crabb, a product designer and researcher at Pateron.
I like to use this method of research structure to organize my findings throughout a study as well as keep track of any reference links I may need during testing. The board is comprised of my documented goals, a contact list and schedule for each of my research participants, NDA agreement copies and space to reference notes taken from the testing: https://bit.ly/2NxZmb7
The first usability test was conducted on Amanda, a Sephora Makeup Artist/Associate, in order to gather insight and context on Sephora as a company and close to expert user of the Sephora mobile app for both personal and professional use.
Her interview summary can be found here: https://bit.ly/2m3VHFp
Insights from Amanda’s interview lead to adding the second usability test of Sephora’s online mobile appointment booking system.
Re-framing Problem —
Booking a makeup service through the Sephora app
Feature: Stores & Services > Book a Reservation
Both usability tests were then conducted on the remaining online app user interview participants. The second test specifically focusing on booking a reservation.
Overview of booking a makeup service through the Sephora app:
Interview Guide 2
Analysis of findings
Bringing more value towards the Sephora gallery feature, while combining it with the reservation feature within the Sephora app for booking a makeover
Having a gallery of recommended looks from either featuring looks from real customers or make up artists for shoppers to take inspiration/choose from
Selecting a look prior to the appointment itself provides make-up artists with greater preparation and context, making the appointment process flow when coming in-store for the makeover more efficient with specified products already listed
The gallery app would be greater utilized when paired with this feature and perhaps encourage more shoppers to book an appointment which would in turn provide more revenue for the business
Alternatively, other ways to increase the exposure to the appointment booking feature would be to provide a Sephora app user with context on initial app exposure
Post Launch: Measuring
After the testing investigation is complete, I would take the time to go through each interview session and summarize any notes, photos, screenshots and videos from the study to be able to present to the rest of the team. I would want to get my team involved as early as possible, even inviting them prior to the field study would have been a great opportunity to get them involved from first-hand and build greater context after hearing these users experiences.
As a team, it may be great to work together to take the summaries and pull any defining areas participant have pointed out as pain points or future goals into insights for the next phase of design changes and future development. Collaboration here is key to really all come together to find a balance in taking what the communicated user needs might have been with consideration to what’s possible within the business, design and development capacity to go forward.
Next Steps —
Involving product team and action items
Present Research Findings by X date, involve product team
Product Manager, Data Analysts - Provide web analytics and specific usage interaction for Sephora appointment booking, specific to location search
Team Meeting - Meeting to compile insights and research results to align user needs with business goals, decide on direction going forward
Design, Research, Development - Discuss new development and design changes to improve booking system
Marketing, Research - Discuss new marketing opportunities for Sephora gallery app to improve community gallery feature
Lessons learned and thoughts going forward
This was a personal project, expanding beyond an interview exercise that led me to independently think, research and interview users on an app feature that didn’t already have a direct problem called out.
The openness of this challenge allowed me to focus on an app experience I found a particular interest in, exploring beyond my knowledge and leveraging my network of friends and acquaintances that regularly interact with the app.
Sephora’s retail experience personally intrigues me; from their online platforms, store concept, in-store technology to customer experience, there are so many avenues to the future of retail I wanted to further dig into.
Conducting a UX audit, capturing and documenting app screenshots of a typical user flow is an effective process of analyzing an app to better understand the app’s end-to-end experience
When interviewing participants, it’s important to remove any biases of personal opinion and keep questions open ended for testers to respond naturally
Trello is an incredible tool to use for organizing research results and keeping track of tasks, documents, participant insights and more; beyond it being a great field research tool, it captures a meaningful high level overview to present out
Next steps: I’d love to eventually turn this research study and expand it further into a design challenge