Website Redesign:
pinkparadise.com
Pinky Paradise is a third party website that sells colored contacts, cosplay contacts, prescription contacts, and other miscellaneous items. Because they have such a variety of products, I decided to do research and redesign on this website in order to sort the categories in the best ways to help users navigate the website.
Role: Designer and Researcher
Project Duration: 1 week and 5 days
Software Used: Figma, Optimal Sort, and Miro
ResearchUser Interviews The ProblemHi-Fi PrototypeNext Steps

RESEARCH

Navigation

Let's take a closer look into their categories here.  As you see, even without reading every sub category, just by getting an overview of it is a lot for one tab of a category. Another violation is the overall use of CTAs. There are around 17 different CTAs that users will need to think about before clicking. There was also a repetition of the promotion for at least 6 times, just on that one section of a page.

Heuristic Evaluation & C&C Analysis

(Comparative & Competitive)

I chose 3 direct competitors, 3 indirect competitors that sell cosmetics products. When all of these stores are compared side to side, it shows that the bigger companies have both a drop down menu and a horizontal navigation bar. In their drop down menu, they focused more on the company's values and services, while the horizontal navigation bar focuses on the products. I also notice that they have less features, making their websites much more straightforward.

USER INTERVIEWS

Interview Questions
What are some of the most important aspects that you always consider when you buy things online?
How do you usually buy your glasses/ contacts? Any order of filters?
Do you value the quality of the product or the price of the product more?
4 user interviews were conducted to get their opinions and behaviors on how they use the website. Below is a journey map that illustrates the emotions of the users from the beginning when they are browsing the website to making a purchase. It started out where the user felt excited and curious to explore the website, then when they were notified of their task, they started to look really hard for a specific product. As they went along that journey, they didn't find any filter option on the product page and they scrolled through a long time in order to find a pair of cosplay contacts with a diameter of 14.8 mm. They couldn't really find the specific diameter and the product details did not have the contact lens descriptions in sight. So, they just found a pair that seemed ok and added it to the cart. As they approach the end of the task, they find out that they have to make an account, which overall makes it a bad user experience.
  • Pain Points
  • No Product Description when clicked into product details
  • Not sure where or how to upload their prescription information
  • No guest check out
  • Overall experience needs a lot of looking for specific item and didn't end up purchasing because of the sign up requirement

Affinity Mapping & User Flow

100%

of users were frustrated with the overwhelming varieties of contact lenses

75%

of users did not want to make an account to finish the checkout
THE PROBLEM

Problem Statement

Users need a method to purchase specific item with as little steps as possible. The current method lacks filters and makes it difficult to locate what users want, leaving them discouraged and unsatisfied with their experience.

Persona

Sandra Casper is a 28 years old independent special effects artist who loves to cosplay. She is always shopping around for special fx supplies and cosplay tools to help support her job and hobby.

Card Sort

4 moderated card sorts with 75 items in the sort.

12:19
mins

Users took an average of 12:19 mins to complete the sort and an average of 10 categories.

Site Map

Although there was 75 items in the cart sort, it didn't make sense to list every item in the site map, therefore it is simplified to listed out the main category, subcategory and most importantly the filters.

HI-FI PROTOTYPE

High-Fidelity Prototype

Software: Figma
After gathering the data from research and user interviews, a prototype was made to accommodate the needs and frustrations that users had. This is a high fidelity interactive prototype.
Open in Figma

NEXT STEPS

HomePersonal Brand Assets
Copyright © 2022 Fei Zhao. All Rights Reserved.