Fragrantica
Industry
Digital Marketing
Duration
3 Weeks
Methods
Overview
Fragrantica currently is the most popular fragrance website today with 115k perfumes in the database a total of 1.6 million users, 2.2 million reviews, averaging 6.2k users a day.
Problem Statement
Fragrantica currently suffers from an outdated UI, giving it a whole redesign would enhance the features they have and create a more pleasant experience in learning and purchasing.
Fragrantica currently doesn’t have a mobile APP, and lacks modern day features that would help generate more revenue.
Research Goal:
We need to understand how UI improvements can increase program engagement and enhance program discoverability and categorization for our target audiences—young adults, adults, and seniors—ultimately boosting retention and encouraging users to explore more programs.
Research Objectives
Create a forum Post to unlock questions
To understand the existing user flow and identify usability gaps, I conducted a heuristic evaluation of the Toronto Public Library website guided by Nielsen Norman Group, focusing on the process users go through when searching for a program and viewing the detailed pages.
Create Categories
Mapping out the user’s journey allowed me to visualize pain points, behaviors, and moments of friction that may not have been immediately obvious. Through this process, I uncovered several areas where the experience could be improved.
Affinity Mapped
After identifying key usability challenges, I turned to other library websites to examine how they approach their UI patterns to understand how they structure content, guide navigation, and enhance search functionality.
Competitive Analysis
I conducted an indirect competitive analysis looking for how heavy content websites design their homepage, detailed event registration and flow
