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
![](https://framerusercontent.com/images/k6KfFcchk7MvrtOWlT5UbFT3E.webp)
Product Brief
![](https://framerusercontent.com/images/pBvpjS7gfps0vzY7q3oEYkcnZ0A.webp)
old Version
![](https://framerusercontent.com/images/SZYnZNsN1gUpeAJWm9teopKosNM.png)
Final outcome
![](https://framerusercontent.com/images/GQjpMTkntsKZr22Eivv2N6Kjyqs.webp)
![](https://framerusercontent.com/images/O9dQV9bUmB5zkWQO8ha6j6EBqS0.png)
![](https://framerusercontent.com/images/inKG5BldVmE0gt1gRu1Yb2eca2A.webp)
![](https://framerusercontent.com/images/0KISuuvkXm1XD5A9HyvApM5coo.webp)
Business Goal
Increase the number of paid subscribers
Design approach
![](https://framerusercontent.com/images/inKG5BldVmE0gt1gRu1Yb2eca2A.webp)
Optimize the information architecture of current recipe-finding experience to provide detailed and clear information.
![](https://framerusercontent.com/images/GQjpMTkntsKZr22Eivv2N6Kjyqs.webp)
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
![](https://framerusercontent.com/images/aZ8mlOPhvhH7BTijLnOgZA2XC4.png)
User groups
Essential Oil Enthusiast
I'm not into learning about essential oils, but I'm excited to use them for a better life.
![](https://framerusercontent.com/images/rEQrxZX7b3tUlSJDunjyFT8j4.png)
Aromatherapist
I know a lot about essential oils, and I use them to help people out.
![](https://framerusercontent.com/images/fUnWhU4H5YKVNs37f5NjOnwu3nA.png)
Use cases
![](https://framerusercontent.com/images/E1qJpqDxeCkTY9MLNFOsxDQLGk.webp)
![](https://framerusercontent.com/images/nXF5JopMeQkvZqlS4w10LTud5rk.webp)
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?
![](https://framerusercontent.com/images/CFkt9gOhqVyPXABmdBjX2Pc.webp)
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.
![](https://framerusercontent.com/images/5vk5u4uWYabmj035suj1s5RWcI.webp)
WHY?
![](https://framerusercontent.com/images/hB2FpcVVs7pmGrwuvbpN0XCsr4.png)
Aromatherapists:
The information in each page is disorganized.
Not sure the key goal of each page.
![](https://framerusercontent.com/images/fkh7b1tSXph67X1Qf7SNSjFk1g8.png)
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?
![](https://framerusercontent.com/images/lRt17lXG2trxT1PhAjllYAlv7I.webp)
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.
![](https://framerusercontent.com/images/yEYogni3BKfETjp9YkXy5hhC3x0.webp)
![](https://framerusercontent.com/images/sUPTpFv2YI1xpUSG4NZDsUeTr0.webp)
![](https://framerusercontent.com/images/iWDqy1VAyBJd8xByRM36N5cDtlg.webp)
![](https://framerusercontent.com/images/K3o024MJcAbjAFmLPSeSCN16mDc.webp)
Then I choose the homepage to split flow
![](https://framerusercontent.com/images/sUPTpFv2YI1xpUSG4NZDsUeTr0.webp)
![](https://framerusercontent.com/images/LwWkV14H6zC0Q3rU24ibFiaGGNg.webp)
![](https://framerusercontent.com/images/K3o024MJcAbjAFmLPSeSCN16mDc.webp)
![](https://framerusercontent.com/images/0lvhr5w43jUyrzOHGfS5NllzpQ.webp)
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:
![](https://framerusercontent.com/images/d1CwLekcHQtzDqHhFh2cdjdP3FQ.webp)
![](https://framerusercontent.com/images/sUPTpFv2YI1xpUSG4NZDsUeTr0.webp)
Before
![](https://framerusercontent.com/images/cYoZjzdjvkX71KHIKLWBDpzkAY.png)
After
![](https://framerusercontent.com/images/K3o024MJcAbjAFmLPSeSCN16mDc.webp)
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
![](https://framerusercontent.com/images/inKG5BldVmE0gt1gRu1Yb2eca2A.webp)
Optimize the information architecture of current recipe-finding experience to provide detailed and clear information.
![](https://framerusercontent.com/images/GQjpMTkntsKZr22Eivv2N6Kjyqs.webp)
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
![](https://framerusercontent.com/images/JiY8jDJlqMXOjIzFtekiShPooBU.webp)
Design decision
Add a new page for recipe choosing, so user only need to choose health issue in search result page
![](https://framerusercontent.com/images/6fMldu1CNZOAbULJcVTAlmrjwis.webp)
![](https://framerusercontent.com/images/SLeT9PskrRF2WzWji0JjeyeCcYw.webp)
recipe detail page redesign
![](https://framerusercontent.com/images/N7V2XAe6LaPWi9oJB4VONlsU.webp)
Problem analysis
This page includes multiple tasks, which overwhelmed and confuse user.
Design decision
Redefine the page structure to separate the tasks clearly.
![](https://framerusercontent.com/images/awZKjwtGEmTZQhbGKZRo5eA1QRY.webp)
![](https://framerusercontent.com/images/iS81H7MHWgb9BlLOSdsPo9knvHQ.webp)
![](https://framerusercontent.com/images/sUPTpFv2YI1xpUSG4NZDsUeTr0.webp)
Before
![](https://framerusercontent.com/images/F2q8bQtnzgJDhiczke4A6PgTzfQ.webp)
After
![](https://framerusercontent.com/images/K3o024MJcAbjAFmLPSeSCN16mDc.webp)
Final design
![](https://framerusercontent.com/images/VUfxufCwLbKlLtsSl8IDLXYPo.webp)
![](https://framerusercontent.com/images/rRxKEGKhTji4UtLsZ5jW6Vhcll0.png)
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
![](https://framerusercontent.com/images/Yb2XZkiqv1VjFb3ogezecIiw8.webp)
key findings
Final interation type
![](https://framerusercontent.com/images/2UDcoVB0ClRbjIU8OYK3WLoo90.webp)
![](https://framerusercontent.com/images/K3o024MJcAbjAFmLPSeSCN16mDc.webp)
lo-Fi Wireframe
![](https://framerusercontent.com/images/jGmtLU39yVI0tcG7N0YVxiLhdW0.webp)
![](https://framerusercontent.com/images/hCj4IO1YEJ7z2UibtwKszSkJ1Hc.webp)
Final outcome
![](https://framerusercontent.com/images/5DfqZKzVNyOO8IIIUoWAECkw.png)
![](https://framerusercontent.com/images/PTt1armQlryb4MAq7jCThdQAJE.webp)
![](https://framerusercontent.com/images/GQjpMTkntsKZr22Eivv2N6Kjyqs.webp)
![](https://framerusercontent.com/images/inKG5BldVmE0gt1gRu1Yb2eca2A.webp)
![](https://framerusercontent.com/images/0KISuuvkXm1XD5A9HyvApM5coo.webp)
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.