P&G - Redesigning the Gillette Storefront on Amazon
Redesigned Gillette's Amazon storefront to enhance brand visibility and streamline product discovery through a more personalized and intuitive shopping experience. The updated design aimed to engage both new and returning customers by making it easier to explore, learn about, and find the right grooming products.
Role
Product Designer
Team
Stella Lim
Rashi Kanungo
Gianna Maihofer
Avery Kruppe
Natalie Newton
Caitlyn Hagen
Chanseo Shin
Hannah Ahn
Avery Dellinger
Timeline
Jan - May 2024
Client
Luxe Beauty
Year
2023
Scope
Brand Strategy, UX/UI Design
My Contribution
My role in the project
I spearheaded the design of a personalized grooming quiz to drive tailored product recommendations, uncovering user pain points through interviews and translating insights into high-fidelity prototypes. I lead usability testing to validate design decisions, ensuring a seamless and engaging shopping experience.
Problem
P&G has seen lower-than-expected sales for its beauty products on Amazon.
Competitive Analysis
Uncovering opportunities to improve Gillette's Amazon storefront.
This activity aimed to assess P&G's Amazon grooming storefronts, Gillette and Braun, through a competitive analysis of leading storefronts. By identifying key strengths, weaknesses, and best practices in storefront design, we uncovered opportunities to inform the redesign of the P&G grooming experience.
Findings
The competitive analysis revealed key areas for improvement that directly shaped our redesign strategy.
Simple Layouts
Clean design, not overly cluttered with text & image.
Product Pages
Helping users easily find the right products for them.
Recommendations
"Recommended for you" section that is personalized.
Deals & Bundles
Highlighting and promoting deals for trade-up.
User Interviews
Gathering user insights: understanding shopper behavior.
Conducted 11 interviews with users aged 20-30 who intend to purchase grooming products on Amazon.
Our goals were to:
Understand users' current experience purchasing grooming products on Amazon mobile.
Explore shopper decision factors influencing purchases.
Identify pain points and opportunities for improvement within the Amazon platform.
Findings
Positive Remarks
• Amazon's helpful search filters and product recommendation sections enhance product visibility.
• Users appreciate quick product discovery, free shipping, and fast delivery.
Pain points
• Users are unaware of third-party sellers, leading to concerns about product reliability.
• Cart abandonment occurs when prices changes or products are deemed unnecessary.
Opportunities
• Improving the search filters to provide more of a personalized experience.
• Allow collapsing and expanding of information to reduce scrolling.
• Increase the visibility of seller legitimacy and verification.
Prioritization Matrix
Prioritizing features that drive discovery, purchase, and trade-up.
We used a prioritization matrix to identify key features based on user interviews and stakeholder feedback. Each feature was evaluated by its potential to improve product discovery, drive purchases, and encourage trade-ups. This helped us focus on what mattered most to both shoppers and the brand.
Insights
The matrix allowed us to surface features that offered high impact for both shoppers and stakeholders.
Personalized Quizzes
Tailored quizzes help users find the right products faster, enhancing relevance and engagement.
Minimized Scroll Fatigue
Reducing excessive scrolling helps shoppers browse products without feeling overwhelmed.
Improve Storefront Visibility
Boosting storefront discoverability increases user access and brand exposure.
Smart Product Recommendations
Relevant in-store suggestions guide users toward better product choices and boost conversions.
Ideation & Sketching
Visualizing the storefront
With a clear set of priorities, we visualized the storefront components through ideation & sketching.
Goals for our grooming storefront involved helping explorer shoppers and beginner shavers:
Easily discover new products.
Become educated about the right product or routine for them.
Receive personalized recommendations.
Decide on the right product.
Discover
Learn
Find Your Fit
Initial Prototype
Building an MVP
For our MVP, we recreated key elements from our sketches. To reinvent the storefront, we designed most elements from scratch, including tabs (Discover, Find Your Fit, Learn), banners, product categories, and the grooming quiz.
Usability Testing
Users found the quiz useful but noticed gaps in layout and content.
We conducted three usability tests with participants who have personal grooming experience. They were given specific navigation tasks to complete within our prototype, such as locating key features and completing specific flows.
Findings
Positive Feedback
Constructive Feedback
Iterations
Refining the Gillette storefront.
In response to feedback from usability testing, we iterated on our prototypes to resolve pain points and improve usability.
Discover
Instead of using the "See All" option, we condensed the header by removing this option and resizing product categories for better accessibility and efficiency.
Tabs
The tabs were intially white and gray, blending into the background and making them hard to see. To improve visibility, we color-coded them in green, orange, and blue, matching each color to its section.
Final Design
Reimagining Gillette's shopping experience on Amazon mobile.
Key Features
• Discover: A curated section that encourages exploration through featured products and categories.
• Find Your Fit: Helps users narrow down grooming tools based on personal needs and habits.
• Learn: Offers helpful tips, how-to-guides, and product education to support decision-making.
Business Impact
• Boosted Engagement: Encourages longer session times through interactive and educational content.
• Higher Conversion Rates: Personalized recommendations speed decisions and boost purchases
• Differentiation: Positions Gillette as a leader in grooming by offering a smarter, curated shopping experience.
Reflection
What I learned.
Balancing User Needs and Business Goals
This project helped me understand how to design with both the user and the business in mind. By focusing on features like personalization and product discovery, I saw how good design can create a smoother experience for users and drive real impact like bettere engagement and more confident purchases.
Communicating Design Rationale
Explaining my design choices to non-designers pushed me to become clearer and more intentional with how I communicated. I learned how to break down my thinking in a way that made sense to other and how to adapt when priorities shifted while still advocating for the user.