Copycat Fragrances.

Overview

Copycat Fragrances, a UK fragrance retailer on Shopify, wanted to lift its conversion rate. I interviewed eight existing customers, then reviewed the store and, later, its redesign. Customers trusted the brand, but finding the right fragrance was harder than it should be: search missed popular products and the growing range had no filters. I recommended scent and occasion filters based directly on what customers asked for, fixes to search, and a tighter checkout. The client hired me again for the follow-up review.