Case Study 02:
Navigating a Pandemic with
UX & eCommerce
International Hair Care Technologies (IHCT)
UX & MarCom Director
Jun 2017–Current
Problem
IHCT is a B2B supplier of hair care products for salon owners. The business model thrived on in-person interactions. Sales were driven by educational events that showcased product features and benefits. The 2020 pandemic disrupted the entire sales pipeline. IHCT had to find a way to adapt to survive, or face the reality of bankruptcy.
Mr Owl Matheo Cadena
UX & MarCom Director
Project Overview
IHCT’s success hinged on the expertise and product knowledge of their staff, who guided customers through product selection in-store. However, the shift towards contactless shopping and social distancing rendered this approach obsolete. This presented several challenges.
Discovery Process
Researching the Problem
- Erosion of Brand Loyalty: A seamless online experience was crucial to retain customers accustomed to the high level of service in IHCT’s physical stores.
- Loss of Customer Connection: The personalized touch, a core differentiator for IHCT, was lost in the transition to online shopping.
- Difficulty Navigating Complex Products: Many hair care products require specific knowledge for optimal use. Customers might struggle to choose the right ones online without expert guidance.
Problem Summary
Addressed these challenges by developing a contactless customer experience.
We integrated personalized product recommendations with expert advice, and a user-friendly interface. Researched and lead the team through retrospectives that revealed a new insights. Using existing infrastructure, we were able to pivot the company’s customer experience.
Solution
Through leading a series of design thinking workshops across departments, we were able to create a new contactless customer experience using our website, text messaging, and phone consultations with a hair pro. With the intention of bridging the gap between in-store customer interactions and the online shopping experiences. Using our new customer experience flow we were able to text directly with our customers in order to provide those personalized tips that was limited to an in-store interaction.
Design Process
Design Thinking Workshops
Mr Owl lead design thinking workshops. Leveraging UX design tools like affinity mapping, user interviews, and retrospectives, to uncover new agile solutions for the IHCT team to implement.
Tools & Teamwork
User Interviews
Conducted user interviews with hair stylist and salon owners virtually. These were key stakeholders of IHCT’s customer base. Learned about their shopping habits, and documented their pain points.
Competitive Analysis
Analyzed the eCom strategies of leading beauty supply stores. Identified the best practices in site navigation, product information, and virtual consultations. Created a SWOT analysis and presented to team to gather new insights.
User
Testing
Lead usability testing sessions with internal team to try new UI features like texting customers to add-on products to their eCom orders. Identified new pain points in the UI to troubleshoot and resolve: Checkout flow too many pages, simply.
Results
Implementing the new contactless customer experience allowed IHCT’s business to thrive throughout the pandemic. All the while, leading an organic SEO growth campaign increased IHCT’s website traffic by 200% (from 500 visitors per month to 1,500).
Doubled Online Sales
eCom Product Sales
We were able to double our online sales, as a result of the contactless customer experience redesign.
Increased Upsells by 25%
Launched the text messaging feature and increased upsells by 25% per customer interaction.
Better Customer Experience
Customers reported a better experience overall when shopping with us thanks to our new virtual customer touch points.
Reflection
Leading the IHCT team through a global pandemic was one of the most challenging and rewarding moments of my career.
I learned that a small dedicated team of 8 move mountains in terms of challenges a business faces. Collaborating and working with each person on the team helped me identify new insights that I would not have on my own. The wisdom is from the group. As the lead experience designer and director it was magnificent to see my efforts implemented by our team at IHCT. Always trying new solutions that were small, realistic, and achievable.
I took this challenge as an opportunity to guide my team through the hardship and transition the business model by leveraging existing infrastructure and technologies. Which ultimately allowed the company to remain in business.
Looking Back
What I’d Do Differently
User Test & Redesign the Product Filters
I’d spend more time user testing the product filters, because they’re a crucial part of how people shop online. I know that more user tests would reveal new insights into a faster more efficient and user friendly product filter UI. Ultimately, easy-to-use product search and filters lead to customers adding more products to their cart.
Let’s Work Together
Hiring a Designer?
If you’re looking for someone who’s passionate about design, advocates for accessibility, and is a voice for your users’ needs — then, fly me an email.
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