Elevating Afro Hair Care Experience at DM: Transformative Website Design
Role
Conducted User Research
Wireframe sketches on Figma
Visual design direction
Conducted Usability testing
Project Length
Feb 2023 - May 2023
Tool Used
Figma
What is Dm?
DM is a popular retail chain operating in Germany and several other European countries. It is primarily known for its wide range of products in the fields of health, beauty, wellness, and household goods. Offering an extensive selection of pharmacy products, cosmetics, baby care items, organic and sustainable products, and more. They also have an online presence, providing customers with convenient shopping options. DM is recognized for its focus on customer satisfaction, affordability, and commitment to sustainability.
DM have established themselves as a prominent player in the market with a significant market share of 47%. The high awareness level of the DM brand among 96% of the population in Germany indicates its strong presence and recognition. Furthermore, the fact that 59% of customers are returning reflects the trust and satisfaction that users have with DM's products and services.
Brand Awareness
What is DM’S Philosophy?
DM's philosophy is about recognizing and valuing the uniqueness of every individual, whether they're a customer, employee, or partner. The brand strives to offer tailored products, services, and expert advice to meet individual needs and desires.
Dm’s Website
Let's examine these four screenshots from DM's website, which shed light on an area requiring improvement. These screenshots highlight how the website addresses Afro hair care products.
Screenshot 2:
The guide offers advice on straightening and blow-drying hair, with limited information on curly hair routines.
Suggestions include using leave-in products and gel, but it does not cover the specific needs of Afro hair.
Screenshot 4:
Clicking on 'Afrolocke' reveals only four products from a single brand.
The available choices include one shampoo, one conditioner, one leave-in conditioner, and one oil.
These screenshots raise concerns regarding the effectiveness of DM's website in catering to individuals seeking Afro hair care products. There is ample room for improvement, particularly in terms of product availability, providing specific advice, and representing Afro hair care needs.
Screenshot 1:
Searching for 'Afro' yields no products, only a guide for curly hair featuring a European woman.
Screenshot 3:
The search keyword 'Afrolocke' indicates the limited options for Afro hair products.
A 2020 study highlighted that over 1 million individuals of African origin reside in Germany, emphasizing the importance of catering to their specific needs. The research question focuses on exploring the impact of integrating specialized products, information, and resources for Afro hair care into German pharmaceutical digital media. The objective is to assess how this integration can enhance representation and improve the availability of services for individuals with Afro-textured hair.
Research Question
To what extent can the integration of specialized product’s information, and resources for Afro hair care into German pharmaceutical digital media lead to improved representation and availability of services?
Brainstorming
Research
Survey
Competitive Analysis
Goals
Wireframe
Design Implementation,
Testing
Feedback
Finalization
To understand user needs and enhance their experience, a quantitative analysis was conducted to gain insights into their interactions with Afro hair care offerings on the DM website. The methodology included the following steps:
Surveys were conducted to measure user satisfaction and gather feedback specifically regarding the availability and presentation of Afro hair care products on the website.
The collected data provided valuable insights into the challenges users face when accessing Afro products. This feedback guided decision-making for website improvements, aiming to better serve individuals with Afro-textured hair.
Methodology
Key Findings
Insufficient showcase of Afro products: Out of 16 participants, 14 expressed dissatisfaction with how Afro products were showcased on the DM website, rating it as "Deficient" or "Not sufficient."
Limited product selection: 11 out of 16 participants highlighted the need for a wider range of Afro products on the website to better cater to the needs of individuals with Afro-textured hair.
These findings provide crucial insights into the specific challenges faced by users and serve as a foundation for addressing the shortcomings and improving the website's representation and availability of Afro hair care products.
Competitive Analysis
In the UK, Boots holds a dominant position in the Pharmacy market, with a significant market share of 40%. Additionally, there is a substantial population of individuals identifying as “Black, Black British, Caribbean, or African,” which accounts for approximately 2.4 million people in the country.
One notable aspect of Boots' offering is their range of 127 products that are specifically designed for Afro hair care. This demonstrates their commitment to catering to the unique needs of individuals with Afro-textured hair.
This competitive analysis showcases Boots' strong presence in the UK market and their dedication to providing a diverse selection of Afro hair care products. It serves as a benchmark for DM to consider in their efforts to improve representation and availability in the German market.
Pain Points
Limited Variety: Users reported a lack of diverse Afro hair care products on DM's website, leading to frustration.
Insufficient Consultation: Users have raised concerns about the lack of comprehensive guidance on how to effectively treat and care for Afro hair on the DM website, emphasizing the need for detailed advice and information.
Complex Navigation: Users faced difficulties in locating Afro hair care products due to the website's confusing categorization and navigation system.
These pain points indicate specific needs of users with Afro-textured hair. By addressing these concerns, it can enhance the user experience, offer a wider range of products, provide comprehensive guidance, and simplify the website's navigation for improved customer satisfaction.
Improved Design
To address the user pain points identified, I have utilized Figma to develop an improved design for the website. The key focus of these improvements is to enhance the visibility of Afro hair care products, provide clearer information, and create a more user-friendly navigation experience. Here are the specific areas of improvement:
Product Visibility: The design enhancements aim to ensure that Afro hair care products receive greater prominence on the website, making them more easily discoverable for users.
Information Clarity: Clear and comprehensive information will be provided for Afro hair care products, including details on ingredients, usage instructions, and benefits. This will empower users to make informed choices.
Ease of Navigation: The website's navigation system will be optimized to simplify the process of finding Afro hair care products. Clear categorization and intuitive navigation elements will ensure a seamless user experience.
By implementing these design improvements, the goal is to address the user pain points, provide a more inclusive experience, and better serve the needs of individuals seeking Afro hair care products on the DM website.
Optimized Afro Hair Care Consultation
To enhance the user experience and address the pain points, a key focus is on optimizing the Afro hair care consultation process. This involves redefining representation and improving information delivery. Here are the specific improvements.
Diverse Selection: The product range will be expanded to include a broader variety of Afro hair care products, covering various categories such as shampoos, conditioners, styling products, and treatments.
Black-Owned Brands: Emphasis will be placed on partnering with black-owned brands, showcasing their products and supporting their businesses. This not only provides users with more options but also promotes inclusivity and empowerment within the Afro hair care community.
The expansion of the product range, with a focus on black-owned brands, aims to provide users with a comprehensive selection of high-quality Afro hair care products that meet their diverse needs. It promotes representation, inclusivity, and supports businesses within the community.
Hair Icons:These icons provide visual cues that help users quickly identify and select the products that are most relevant to their hair needs. With the inclusion of these hair icons, navigating the website becomes even more intuitive, allowing for quicker and more efficient access to the desired products.
Redefining Representation: The consultation image is redesigned to feature an African woman, ensuring better representation and relatability for users with Afro-textured hair.
Information Delivery: Tailored advice and information is provided specifically for Afro hair care. This will cover topics such as hair care routines, product recommendations, and styling techniques, catering to the unique needs of individuals with Afro-textured hair.
By implementing these optimizations, the goal is to provide a more inclusive and personalized consultation experience for users seeking Afro hair care guidance on the DM website.
Enhanced Website Navigation
I have implemented improvements to the website's navigation, ensuring a more efficient and user-friendly experience. One notable enhancement is the integration of hair icons, which greatly aids in better categorizing products based on specific hair types, including Afro-textured hair.
Expanded Product Range
To address the limited variety of Afro hair care products, an expansion of the product range is proposed. The focus is on offering a diverse selection from black-owned brands, ensuring representation and catering to the specific needs of users. Here are the details of the expanded product range.
Usability Testing
To evaluate the efficiency of the new design, I conducted usability testing with users. They engaged in various tasks, including visual design for Afro hair products, utilizing the advice section, and navigating the improved filter system.
During the testing sessions, users were encouraged to think aloud, sharing their thoughts and experiences as they interacted with the website. They also completed a questionnaire and participated in an interview, providing valuable feedback on their overall experience and suggesting potential improvements.
The usability testing process involved assessing the users' experiences on a scale of 0 to 100, considering factors such as ease of use, navigation efficiency, and satisfaction with the design.
This feedback serves as a foundation for making iterative improvements and ensuring the visual design meets the expectations and needs of users seeking Afro hair care products.
User Testing Results
Based on the user testing conducted, the following results were obtained:
Users rated the ease of finding Afro hair care products with a score of 90 out of 100. The inclusion of hair icons and the improved filtering system played crucial roles in facilitating users' ability to locate the desired products efficiently.
The expanded range of Afro hair care products received a score of 80 out of 100. Users expressed appreciation for the inclusion of black-owned brands; however, they desired even more variety to further cater to their diverse preferences and needs.
The updated advice section received a high score of 95 out of 100. Users were particularly pleased with the improvements made, including the provision of detailed information on Afro hair care. The enhanced advice section proved valuable in assisting users with their hair care routines and needs.
These user testing results indicate positive feedback and validate the effectiveness of the implemented improvements. The ease of finding products, expanded range, and improved advice section have all contributed to an enhanced user experience, meeting users' expectations for Afro hair care on the DM website.
Visual Design
Reflection
Throughout this project, I've significantly expanded my understanding and capabilities in user-centric design, inclusivity, and accessibility. By conducting user research, I've gained a deeper insight into the user's needs and the pain points they experience. This has driven my design process, influencing every decision I made. Implementing iterative design processes allowed me to continually refine and improve the user experience, learning from each iteration to better meet user expectations. I've also focused on addressing underrepresented needs, particularly in the Afro hair care market, which was an eye-opening experience. It showed me the importance of diversity and representation in design. I've learned valuable lessons on how to create intuitive, accessible platforms that not only satisfy user requirements, but also enhance the overall user experience and promote diversity. These lessons will certainly guide my future projects.