Broglie Box Website redesign

Overview

After Julia Broglie lost her younger brother to suicide, she created Broglie Box- a mental health subscription box service delivered right to your door.

4 designers including myself were to identify usability+ functionality issues and determine the steps needed to overhaul the site design.

Role

Product Designer

User Research, User testing, Visual Design

Background

Our client approached us with 3 key objectives:

• to enhance the site’s navigation experience

• find the [real] target demographic

• a better way to integrate the resources available on their website

Main Takeaways
We interviewed the current customer base to assess performance.

“I thought the process was straightforward and current”

“Very easy to purchase”

“I had no trouble signing up”

To validate the customers’ easy experience, I conducted a task analysis to see if new users could also easily navigate the site as well.

The takeaways from the task analysis were that

• the current customer base were using the website as a channel for purchasing the product, despite the lack of information on the site

thus not caring for missing product and resources info.

The new users however

• did not come into the site with the predetermined decision to buy, so with not knowing what was in the box, it ultimately resulted in the abandonment of their purchase.

The challenge

New users lack sufficient knowledge of product details, resources, and reasonings behind items chosen to confidently make an online purchase.

Always needing to toggle between “about”, “resources”, and “FAQ” to try and grasp an understanding of product descriptions creates for a very unsatisfactory experience.

The goal

• Design a system that clearly explains the product and rationale behind item decisions

• integrate resources into the purchase flow for immediate help while helping to validate the purchase.

COMPETITIVE ANALYSIS

Continuing with the research, next I conducted a comparative / competitive analysis of similar subscription box services to see what features were working well.

• The ability to see past examples of items

• Simple landing page with product mission

• Newsletter located in the footer

• Something unique to Broglie Box that I didn’t see in our competitors was the option to sponsor / donate a box to those who didn’t have access

In tune with the research, here’s our research validated feature prioritization:
(Orange are features to add based off research, black is what the client initially wanted)

CUSTOMER PROFILE

Putting together all the data we’ve gathered so far, the next step is to create a persona to have a clear visual of who we’d be designing for. Meet Taylor! Designing for Taylor’s pain points and end goals helped inform my design decisions and guarantee that the end user’s goals were ultimately met.

The Creation of Taylor

Based off our social media analytics our true demographic lied in the 25-35 year old age range:

• With previous knowledge of subscription box services

• Understanding how online shopping and social media works

• Had somewhat of a disposable income

Taylor’s Journey

I also created a journey map for Taylor to create a visual portrayal of what she would feel trying to navigate the site as a new user. Here are some major pain points I discovered:

• A lot of feeling skeptical because she can’t find the items in the box

• Needing more information

• Experiences a broken flow

design & iteration

It was now time to begin the ideation process and start sketching potential versions of the redesign.

STYLE GUIDELINES
As important as the content and research is visual design. Our client already had somewhat of a style guideline for us to follow, so in accordance with those requirements we established a design system with the following:

A Refined Landing Page

Photos looping in the background will simulate the feeling of receiving a Broglie Box. Through A / B testing, having Broglie Box’s mission statement at the forefront preparing users for a quick navigation was favored.

Integrated Resources

With the integration of the resources into the purchase flow, we were able to provide a sense of validity to the items chosen. Users can also see an image of past box items so they know generally what kind of pieces to expect; and wouldn’t feel as though what they would be receiving in their boxes would be a total surprise.

Revamped resources page

An aspect the original Broglie Box website struggled with was ambiguous one word titling of their articles causing users to feel unsure of what they’re clicking.

Our new terminology validated through card sorts gives a clearer meaning behind each article listed.

Final Thoughts

If I had one more month, I would usability test further to receive feedback so I can continue iterating.

In a next iteration, a way to seamlessly integrate the donation feature Broglie Box provides would be a deliverable.