Galderma Cetaphil.

Problem

Amazon provides a collection of rules and building blocks for their stores which evolve on a regular basis and at different timeframes for markets across the world. Cetaphil wanted to bring their stores up to standard, keeping in mind the limitations of Amazon stores and the differing pain-points of consumers in each region.

Strategy

In order to fully understand the business and consumer objectives of different markets it was necessary to perform in-depth requirements workshops with key stakeholders and analyse existing research (user research was carried out by third party). A second workshop was then planned to present a competitive analysis and proposed set of wireframes for the structure of navigation and page design for collaboration and iteration.

Competitor Analysis

To better understand the opportunities available to Cetaphil in terms of product presentation and information architecture I performed a competitive analysis of brand stores across multiple industries and markets.

I developed a best practice set of standards across the following categories which were applied when considering the IA and wireframe design:

• Navigation
• Header Area
• Content/Storytelling
• Product Promotion
• Social Media & Sharing

I covered a range of stores across markets and industries during the competitive analysis

Collaborative Workshops

After competitive analysis I ran a series of half day workshops with markets across Europe, North America and Asia, to present the competitive analysis and initial insights around navigation and page structure for discussion and feedback.

I used Miro to make sessions collaborative and gather and prioritise feedback ready for use during the wireframe stage.

Additional sessions would be carried out with markets to review and iterate on wireframes as the project progressed.

Wireframing

The existing solution was product promotion based, with category navigation only being available through the header navigation, which crucially, on mobile is hidden behind the hamburger menu.

Best practice dictated priority should be given to the primary method of navigation which is this case was product category, so clear product category navigation was prioritised when considering wireframes.

Skincare set collections and products were prominently displayed on the landing page but given lesser priority than the category navigation.

Wireframes were extremely high level given the limited nature of interaction elements, the majority of content was either a clickable image or product card.

I deliberately kept wireframes at a very high level due to the limited functionality Amazon enables for elements within it's stores.

Usability Testing

Usability testing was key to project success but challenging in that it meant producing clickable prototypes for each market, carrying out market specific recruitment and facilitating 1-2-1 research calls across multiple timezones.

I utilised AxureRP for the prototypes, using Calendly for organisation and Microsoft Teams to facilitate the sessions. Feedback was fed back into the market teams with some small revisions made in terms of page structure and labelling before the final wireframes moved onto UI design.

UI design was provided by a design partner, bringing to life the best practice structure of the wireframes

Inspiration for future projects

I try to reflect on the positives and negatives of each project and build this into future engagements to ensure continuous improvement. Here are some areas I'll be looking to improve in the future.