Hair Care eCommerce
A Seamless Shopping Experience
Quick Overview
Women of color often struggle to find trustworthy hair care products tailored to their unique needs. Nubian Oasis was created to bridge this gap, offering high-quality products and a supportive community where users can share their hair care journey and learn from each other's experiences. ​
Focus:
Designing a seamless shopping experience builds trust, fosters community-driven learning, and differentiates Nubian Oasis in a competitive market.
Goals & Objective
1
Increase Trust & Credibility
Designed a product review system to showcase real user experiences.
2
Improve Product Discovery
Created a personalized hair quiz to recommend tailored solutions.
3
Foster Community Engagement
Built an interactive space where users can share experiences, exchange advice, and support each other's hair care journey.
Problem Statement
(What's broken? Why does it matter?)
Women with textured hair struggle to find trustworthy hair care products that meet their unique needs. They rely on reviews, social recommendations, and visual content, but most eCommerce platforms fail to provide:
-
Personalized Guidance
Users are unsure which products suit their hair type. -
Trust-Building Features
Lack of reviews and visual testimonials makes decision-making difficult. -
Community Engagement
No directed space for users to share experiences, seek advice, and learn from each other.
This results in frustration, uncertainty, and hesitation when purchasing from new brands.
Key Challenges & UX Approach
1
Unique Hair Care Needs
Many mainstream brands overlook specialized products for textured hair.
2
Brand Differentiation
Need to stand out in the crowded eCommerce space.
3
Market Competition
Competing with established brands while building trust & loyalty.
Solution & Prototype
-
Personalized Guidance Recommendations:
A hair quiz that helps users identify their hair type and needs, providing tailored product suggestions based on their responses.
-
Trist-Building Features
Integrated real user reviews, visual testimonials, and social proof to increase confidence in purchase.
-
Community-centered Experience
A dedicated space where users can share insights, discuss their hair care journeys, and and learn from each other.
The hair quiz simplifies product discovery, reducing friction in decision-making, while reviews and community interactions enhance trust and engagement.
My Role & Responsibilities
As the Lead Designer & Researcher, I was responsible for:
-
User Research - Conducted interviews and competitor analysis to understand user needs.
-
UX/UI Design - Created wireframes, prototypes, and final high-fidelity designs.
-
​Usability Testing - Validated design decisions through testing and feedback.
-
​Collaboration - Worked with Benjamin and Chief to align business goals with user needs.
Tools Used: Figma, Miro, Google Slides, Zoom, Pen and Papers
To ensure a user-centered experience, I researched key pain points and opportunities. Here's how I approached it:
Research Strategy
Before diving into solutions, I conducted a three-part research strategy to uncover user needs, industry trends, and product gaps.
-
Competitive Analysis
Benchmarked industry standards and identified opportunities. -
Contextual Inquiry
Evaluated Nubian Oasis' existing platform for usability issues. -
User Interviews
Gathered direct user insights to validate pain points and opportunities.
Competitive & Comparative Analysis
To understand industry standards and identify gaps, I conducted a competitive analysis of Perfect Lock, CurlSmith, OUAI, and Briogeo - brands catering to textured hair.
Key Findings
1. Personalization is a Growing Trend
75% of competitors offer a hair quiz to guide users toward the right products. This validates the need for a quiz feature in Nubian Oasis to improve product discovery.
2. User-generated Content Builds Trust
All brands allow customer reviews, with some integration photo submissions. This highlights the importance of incorporating visual testimonials for credibility.
3. Community & Engagement Are Underutilized
While all competitors leverage social media, few offer direct integration within the platform. This presents an opportunity for Nubian Oasis to create a social sharing feature where users can showcase their results (#nubianoasis).
4. Comprehensive Product Representation Matters
100% of analyzed brands display extensions on modals, ensuring realistic expectations for buyers. This confirms our product display strategy's need for high-quality visuals and diverse representations.
01.
Implement a hair quiz to personalize recommendations and enhance user confidence.
02.
Integrate photo reviews to increase credibility and engagement.
03.
Introduce social media sharing as a differentiator.
04.
Ensure model-based product representation for inclusivity.
Strategic insights for Design Decisions
While the competitive analysis highlighted industry trends, I needed to understand how the current Nubian Oasis platform performed in real-world usage. Through contextual inquiry, I identified key UX challenges that could impact trust and usability.
Contextual Inquiry:
Evaluating Nubian Oasis' Current Experience
To assess the strengths and weaknesses of the existing Nubian Oasis eCommerce platform, I conducted a contextual inquiry analyzing the shipping flow, product presentation, and trust-building elements.
Key Findings
Inconsistent Product Presentation
Product packsging images change between pages, creating confusion and reducing brand consistency.
Lack of Concise Product Descriptions
Descriptions are lengthy and not optimized for quick readability, making it harder for users to make informed decisions.
User Expectations for Hair Extensions
Users prefer to see hair extensions on models rather than standalone product shots, improving visualization of fit and style.
Absence of Product Reviews
Without customer reviews, new shoppers lack social proof, making it diffcult to evaluate product quality and trust the brand.
Opportunities for Improvement
Standardize product images and backgrounds for consistency
Optimize product descriptions with concise, scannable content
Incorporate model-based product displays for hair extensions
Introduce user-generated reviews & ratings to enhance credibility
To complement the platform analysis, I conducted user interviews to gather real experiences, pain points, and expectations for hair care shopping.
User Interview & Insights
We conducted seven user interviews with individuals actively searching for hair care solutions to understand user behaviors, preferences, and pain points. The goal was to uncover how users make purchase decisions and what factors influence their trust in new brands.
Key Findings
-
100% of users rely on reviews or recommendations before purchasing new hair care products.
-
85% of users use blogs or social media for expert tips and product discovery.
-
60% of users view quizzes as a helpful tool for personalized recommendations.
-
90% of users already know their hair type, but new customers need guidance.
What This Means for Design Decisions
1
Incorporate User-Generated Content
Adding product reviews and visual testimonials will enhance trust and improve conversations.
2
Leverage Social Media Engagement
Implementing a blog or influencer collaboration can strengthen credibility and attract new users.
3
Optimize the Hair Quiz for New Users
Since most users already know their hair type, the quiz should focus on product recommendations rather than hair type education.
User Persona
I try really hard to avoid any harsh chemicals whenever possible.
Sasha
Goal:
Find hair care products tailored to her unique hair type.
Pain Points:
-
Lack of Guidance - Struggles to find reliable information on managing her hair.
-
Limited Community - No space to discuss hair care techniques with others.
-
Product Uncertainty - Unsure which products are right for her needs.
User Flow - New Customer Shopping Journey
.jpg)
To create a seamless shopping experience for first-time users, I designed a flow that guides them from disvcovery to checkout while building trust and confidence in their purchases.
Key Flow Steps:
​
-
Entry Point: The user lands on the website.
-
Personalized Product Discovery: Users are prompted to take a hair quiz to receive tailored product recommendations.
-
Decision Path:
- If the user takes the quiz, they receive personalized suggestions.
- If they skip the quiz, they can browse products independently. -
Product Evaluation: Users explore product details, customer reviews, and visual content to validate their choices.
-
Checkout & Trust Validation: Users add items to the cart and proceed to checkout, with a final review step to confirm their decision.
Design Rationale & Impact
Guided vs Independent Shopping
The flow accommodates users who prefer recommendations and those who want to explore independently.
Building Trust
Integrating reviews, user-generated content, and visual testimonials reassures hesitant buyers.
Reducing Drop-offs
A structured flow minimizes friction, increasing the likelihood of successful purchases.
Global Navigation & Sitemap
To ensure an intuitive and scalable shopping experience, I conducted a site navigation audit and analysed over 10 hair care and skincare eCommerce platforms to identify the most effective structures.
Key Information, Architecture Decisions
-
Content Audit: Reviewed and organized essential pages based on user needs and business goals.
-
Categorization Strategy: Create clear navigation headers for easy discovery.
-
Scalability Planning: Designed a modular navigation system for future expansion without disrupting usability.
Site Structure Overview
The sitemap organizes the platform into four primary sections to facilitate seamless browsing:
-
Shop - Includes Hair Care, Hair Extensions, Tools & Accessories, Skincare, and Body Care for direct product exploration.
-
Hair Quiz - Guides users with personalized product recommendations based on their unique hair type.
-
Stories - A community-driven space with a Lookbook, Horror Stories, and Blog to engage and educate users.
-
About Us - Provides brand background and trust-building content.
Hair Quiz
Personalized Product Recommendations
The goal is to help users find hair care products tailored to their needs while building trust and confidence in their purchases.
Research & Competitive Analysis
-
Benchmarked 5 competitor hair quizzes (HairCode, CURLSMOTH, Briogeo, Bumble & Bumble, CurlMix.)
-
Found that 90% of users already know their hair type, so our quiz needed to focus on product matching rather than education.
UX Decision:
Optimize the quiz to 7 key questions that lead directly to a personalized shopping experience.
Key Insights: Most quizzes evaluate user behavior, hair quality, interests, and challenges.
Hair Quiz Flow & UX Decisions
To ensure a smooth experience, I designed a step-by-step guided flow:
Step 1:
Answer 7 Personalized Questions
-
Hair Type (Straight, Wavy, Curly, Coily)
-
Hair Wash Frequency
-
Time It Takes for Hair to Absorb Water
-
Hair Routine Habirs
-
Hair Thickness
-
Scalp Condition
-
Current Hair Challenges
Step 2:
Instant Personalized Recommendations
-
Results page shows a curated hair care routine.
-
Includes step-by-step. product recommendations.
-
Option to "Save My Results" or "Retake the Quiz"
Step 3:
Seamless Shopping Integration
-
Users can add products directly to cart from the results page.
-
Each recommendation includes user reviews & ratings for added credibility.
Visual Presentation, step-by-step flow mockups
To simplify product discovery, I designed an interactive Hair Quiz that provides users personalized recommendations based on their hair type and care habits. This step-by-step flow ensures an intuitive experience, guiding users seamlessly from quiz completion to product purchase.
Step 1:
Guided Personalization Quiz
-
Users answer 7 target questions to tailor their recommendations.
-
A simple progressive disclosure format keeps engagement high.
Step 2:
Dynamic Results Page for Personalized Routines
-
Custom-generated hair care routine with recommended products.
-
Clear, scannable layout to help users understand their results quickly.
Step 3:
Seamless Shopping Integration to Reduce Friction
-
Direct "Add to Cart" option streamlines the purchasing process.
-
Users can retake the quiz or tweak their selections for better results.
This quiz has reduced decision fatigue for new users and increased product engagement by simplifying personalized recommendations.
Connecting the Hair Quiz to Product Description
Before:
Users take the Hair Quiz, which provides them with a personalized hair care routine based on their unique hair type and needs.
Now:
To reinforce trust in these recommendations, users need to understand each product was suggested, how to use it, and what ingredients make it effective.
Solution:
The Product Description Page is designed to provide:
-
A clear explanation of why this product fits their needs.
-
Usage instructions to ensure the best results.
-
A breakdown of key ingredients to build transparancy and trust.
Outcome:
Instead of leaving users uncertain, this structured approach guides them seamlessly from recommendation to informed purchase, reducing hesitation and improving product engagement.
Designing for Trust
Transparent & Engaging Product Experiences
One of the biggest challenges in eCommerce UX is building user trust, especially for first-time buyers who cannot physically see or touch the product. My Research shows that users hesitate to purchase hair care products and extensions due to uncertainty about fit, quality, and effectiveness.
Key Design Decisions for a Trustworthy Experience
Clear "Why Use This Product?"
-
Users immediately understand why this product is recommended for their hair type.
-
Uses concise, benefit-driven language to build trust.
Step-by-Step Usage Guide
-
Simplified instructions to guide users through proper application.
-
Help users see immediate value in the product before purchasing.
Key Ingredients Breakdown
-
High-quality images of ingredients build transparency and reinforce product quality.
-
Users can quickly identify natural or beneficial components, addressing concerns about hair health.
Building Confidence: Clickable Reviews & Real User Stories
One of the key insights from our user research was that customers rely heavily on peer recommendations and social proof before purchasing hair care products. However, static reviews often result in unreliable or lack of personalization.
Design Solution:
To address this, I designed an interactive review & social proof system that allows users to:
Visual & Clickable Reviews for Higher Engagement
-
Photo & video reviews allow users to see real transformations.
-
Users can click on reviews to expand details or view before-and-after images.
Encouraging User Contribution
-
"Upvote helpful reviews" to surface high-quality insights.
-
A CTA "Share your Results" to encourage participation.
Impact & UX Outcome
-
Increased Trust:
More users engaged with social proof, reducing hesitation. -
Higher Engagement:
Users spent more time interacting with reviews & social content. -
Seamless shopping experience:
Users felt more confident transitioning from reviews to checkout.
Designing for Confidence:
Hair Extensions Product Experience
Buying hair extensions online is a challenge - users often struggle with visualizing length, texture, and how the product will look on them. Through research, I identified what users want:
-
Real models with diverse hair types & textures for accurate visualization.
-
Clear product customization options (length, color) to match personal needs.
-
Seamless interaction between product previews and purchase flow.
Design Solution:
A Clear & Trustworthy Product Page Experience
To address these pain points, I designed a product details page with:
Helping Users Visualize Hair Extensions Accurately
-
High-resolution images featuring extensions on diverse models.
-
Clickable thumbnails are used to zoom in on texture, color, and style.
Personalizing Hair Extensions with Interactive Selections
-
Dynamic length selection that clearly shows different sizing options.
-
Color preview feature that updates product thumbnails in real-time.
Structured Information for Decision-Making
-
Collection Description: Highlights key benefits.
-
Hair Care Tips: Provides maintenance & styling guidance.
Impact & UX Outcome
Increased User Engagement
Interactive product elements encourage exploration, leading to longer browsing sessions and deeper engagement with the product catalog.
More confident purchasing
High-quality visuals and structured information reduce uncertainty, helping users easily make informed choices.
Optimized Shopping Experience
Transparent product details and interactive customization options foster trust, increasing conversions and reducing return rates.
Leveraging Social Engagement to Build Brand Trust
Enhancing Community Engagement & Social Proof in eCommerce
Building trust in eCommerce is a key challenge, especially in the beauty and haircare industry, where users rely on peer experiences, expert recommendations, and visual proof before purchasing. To address this, I designed a community-driven content ecosystem that seamlessly integrates user stories, blog, and social sharing features to establish credibility and foster engagement.
Design Solution:
A Dual-Channel Content Strategy
To bridge the trust gap, I introduced Your Look, Your Story, and the Blog, creating a seamless experience for both peer-to-peer sharing and expert guidance:
Your Look, Your Story
A dynamic space where users share their hair transformations, styling results, and personal experiences, reinforcing authenticity through social proof.
Blog, Hair Care Tips & Insights
A structured hub featuring expert guides, influencer spotlights, and product education ensures users get peer-driven inspiration and expert-backed knowledge.
Design Execution & UX Outcomes
Key Enhancements that drive engagement, trust and user retention
01
User-Generated Content for Trust
What I Designed:
Encourage organic engagement by integrating #nubianoasis across social platforms, making it effortless for users to share their hair journeys.
Impact & UX Outcome
-
Boosted User Participation
More users shared their experiences, fostering a sense of authenticity and community. -
Increased Product Trust
Peer-generated content reinforced credibility, influencing purchasing decisions.
02
Expert & Influencer Validation
What I Designed:
Curated expert-backed blog content from industry professionals and influencers to provide trusted haircare advice.
Impact & UX Outcome
-
Higher Content Engagement
Expert insights increased blog dwell time and repeat visits. -
Stronger Purchase Confidence
Users relied on professional tips to make informed buying choices.
03
Intuitive Content Discovery
What I Designed:
Designed an interactive layout with clickable cards and "Load More" functionality for an engaging, structured experience.
Impact & UX Outcome
-
Reduced Drop-Off Rate
Users explored more content without feeling overwhelmed. -
Enhanced Navigation & Retention
The seamless experience encouraged deeper engagement, leading to higher session duration.
Why This Matters
Combining community-driven content, expert validation, and intuitive design, I crafted a trust-building UX strategy that engages users and drives conversion and brand loyalty.
Enhancing Trust & Navigation with a Well-Structured Footer
A well-designed footer is crucial in eCommerce, providing users with quick access to essential services and reinforcing trust in the brand. After analyzing footer patterns from over 10 eCommerce websites, I found that:
-
50% of major eCommerce sites prominently display "Track Your Order," meeting a key user expectation.
-
Users often struggle to find support pages that provide multiple access points to improve usability.
Key UX Improvements in the Footer
Added "Track Your Order" for Quick Access
-
Ensures users can easily locate their order status, reducing frustration.
-
Available in both global navigation & footer for accessibility.
Optimized Information Architecture for Support Pages
-
Grouped FAQs, Returns, and Policies into a structured help section.
-
Simplified content labels to improve scannability and comprehension.
Encourage Engagement & Brand Trust
-
Integrated Newsletter Signup to boost retention.
-
Included social media links to connect users with community content.
Impact on Usability & Trust
Reduced friction - Users can quickly find support & order details without navigating deep into menus.
Improved engagement - Encourages brand loyalty through subscriptions & social media.
Better accessibility - Multiple access points ensure users of all browsing behaviors can find what they need.
Reflection
Key Takeaways
Designing for trust in eCommerce requires user engagement, expert validation, and transparent product details. A seamless experience fosters confidence and encourages interaction.
Growth & Learning
Balancing usability, business goals, and scalability was key. Interactive testing refined interactions, ensuring clarity and engagement.
Final Thoughts
This project strengthened my ability to design for trust, drive engagement, and craft compelling UX stories - a skill I'll continue to refine.
