Table of Contents
My Personal Contributions
During my sophomore year, I participated in this project with a group of nine members. We divided the workload among us and I took the lead in several key aspects of the project, contributing significantly to its success. These areas included:
- Sketches: I made many sketches that ended up serving as the foundation for the project's design. By focusing on clarity and alignment with our project goals, I ensured the sketches effectively communicated our vision to both the team and our sponsors.
- Team Grooming: To get everything that we intended on accomplishing with this project our nine people split into two groups, skincare and grooming, I was a part of the grooming team. Splitting into two teams meant organizing regular check-ins with the other half of our group, I made sure to try and lead conversations and discuss with our teams what we needed to work on and essentially be on the same page.
- Research: We conducted a lot of research through many different methods including our competitive analysis' where I specifically looked into Harry's grooming site. I analyzed data, gathered findings, and presented my findings and new understandings that went on to influence our project direction.
- Interviews and Online Meetings: I conducted professional interviews with real P&G users in this project as our sponsors were kind enough to set us up with interviewees. We made a script for these interviewees that we had them express their thoughts as they used our prototypes. We also met with our sponsor regularly and I led multiple of our meetings with them to inform them of our progress.
- The Quiz: I took the initiative to champion the design and creation of our grooming quiz . This included utilizing the research we had gathered from other sites and designing a quiz that performed to fit for the objective of our project while fitting with the rest of the website. My attention to detail made certain that the interaction experience of the quiz was seamless and intuitive.
- Animation: I led the creation of making our website animated through the use of Figma's prototype feature. Using Figma's animation tools, I attempted to make sure that our project's storytelling and engagement was one that I was proud of and would give any users the intended feel of navigating our website.
Through these leadership experiences, I developed strong organizational, creative, and communication skills. I also strongly feel that my hard work in these areas while getting the experience to work with real companies has allowed me to become a better teammate and a better UX designer. This project was a valuable learning experience, preparing me for future opportunities to lead and contribute meaningfully to team efforts.
Executive Summary
Procter and Gamble (P&G) is a multinational consumer goods company that sells its products, in part, on Amazon. However, P&G beauty product closure on Amazon has been lower than expected. According to 2023 data, although 96% of U.S. households bought P&G beauty products and 82.5% of beauty-buyers purchased beauty on Amazon, only 24% of P&G beauty-buyers buy these products on Amazon. User experience (UX) issues may be to blame. Past UX studies indicated obstacles that Amazon shoppers face. These include scrolling fatigue, cognitive overload, and an overwhelming experience navigating purchase decision factors, which were connected to the low closure rates.
In order to promote the purchase of P&G beauty on Amazon, this project aims to improve the presence and discovery of P&G products, both in terms of optimizing user awareness and ensuring ease of location. Goals include assessing and targeting user obstacles and improving discovery touch points to encourage product closure and *trade up. Our design solutions focus on fulfilling these goals specifically for the Olay and Gillette brands located on the Amazon Mobile platform.
To reinvigorate P&G’s Amazon presence, this project is split into three phases:
- Examining the Online Shopping Experience
- Evaluating and Reimagining Product Discovery
- Creation, Implementation, and Evaluation