Redesign the essential oil recipe finding experience to meet the needs of two distinct user groups
Company
Yuanxin Tech.
Time
3 months
Current State
Launched
Team
Product Designer, Product Manager, Front-end Engineer
Product Brief
old Version
Final outcome
Business Goal
Increase the number of paid subscribers
Design approach
Optimize the information architecture of current recipe-finding experience to provide detailed and clear information.
Design a straightforward and friendly recipe-finding experience that doesn't require users to have essential oil knowledge.
Imapct
+22.6%
Number of Subscribers
+34.2%
User Satisfaction
problem Analysis
User groups
Essential Oil Enthusiast
I'm not into learning about essential oils, but I'm excited to use them for a better life.
Aromatherapist
I know a lot about essential oils, and I use them to help people out.
Use cases
User needs
Enthusiast prefer not to have essential oil knowledge during decision-making, while aromatherapists seek additional information to aid their decisions.
How’s their current experience of finding recipe?
Enthusiasts
Aromatherapist
Both of them
I found that each user group experienced
Information Overload
And based on their psych level curve, I found that…
Information overload impacts enthusiasts' experiences more negatively than it does aromatherapists' experiences.
WHY?
Aromatherapists:
The information in each page is disorganized.
Not sure the key goal of each page.
Enthusiasts:
Struggle to determine which recipes suit them best due to their lack of domain knowledge.
How can I craft an experience that meets the needs of two distinct user groups?
Firstly, I split flow for these two distinct user groups
WHY: Aromatherapists' problems can be solved by redesigning the information architecture of the flow. However, enhancing enthusiasts' experience is challenging in the browsing interaction mode.
Then I choose the homepage to split flow
Enthusiasts can access the feature designed for them easily and intuitively.
It has the least impact on the experience of aromatherapists.
and redesigned the homepage:
Before
After
After conducting the user test, we found that our users loved it!
78% of users understood the choices and easily navigated to their desired flow
Most enthusiasts found the new homepage more pleasant than the previous version.
Secondly, I used different design strategies for each user groups
Optimize the information architecture of current recipe-finding experience to provide detailed and clear information.
Design a straightforward and friendly recipe-finding experience that doesn't require users to have essential oil knowledge.
The main problem happened in these two pages:
Homepage
Search page
Search result page
Recipe detailed page
Search result page redesign
Design decision
Add a new page for recipe choosing, so user only need to choose health issue in search result page
recipe detail page redesign
Problem analysis
This page includes multiple tasks, which overwhelmed and confuse user.
Design decision
Redefine the page structure to separate the tasks clearly.
Before
After
Final design
Challenge
Enthusiasts lack basic essential oil knowledge to make decisions during the recipe-finding process.
How might we
How might we guide enthusiast through a aromatherapy consultation-like flow?
How does aromatherapy consultation like?
I conducted research through various methods, including interviews with experts, watching informative YouTube videos.
Aromatherapy consultation process
Preparation
Assessment
Plan and Recommendations
Task flow
which Interaction mode works best for enthusiast ?
Usability test
key findings
Final interation type
lo-Fi Wireframe
Final outcome
Takeaway
Fully understand user needs and designing a coherent task flow are pivotal to the entire product.
Comparing product design to building a house, user needs are the foundation, while the task flow is the framework.