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MECCA WEBSITE REDESIGN

Client: MECCA

Project type: User Testing / Instore Testing / Codesign Workshop/ Customer Journey Map / Persona creation

The challenge

MECCA wished to take a user-centred approach to better understand their audience and prioritise requirements to deliver an informative and engaging online experience for their customers, while also learning more about the customer journey and instore experience

 

Research approach

A three staged research approach was developed​

 

​Stage 1

  • 15 x 2hr Interviews, user testing on MECCA’s mobile and desktop website, together with instore testing was conducted. Through this discovery process, insights were gained on MECCA’s different customer researching and buying behaviour when purchasing beauty products. This work informed the creation of 5 personas and the customer journey map
     

  • During instore testing, customers were taken to the various Mecca store concepts - including Cosmetica, Maxima, and Myer Mecca to observe, learn & capture their instore experience relating to store layout, design, ambience, product and brand placement, & customer service experience

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Stage 2

  • A Co-design workshop was conducted with the Mecca team to share back the usability insights and review the prioritised website features list developed. Collectively a number of different concepts were generated during the session
     

Stage 3

  • A final round of user testing was carried out with 9 participants to concept test the prototypes derived from the Codesign Workshop - leading to feedback on areas requiring further development, iteration and enhancement

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Key learnings

Rich, in-depth user insights were discovered which busted many underlying assumptions regarding Mecca's understanding of customers' motivations and shopping behaviours 

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My role

Led the team & mentored a junior colleague who worked alongside me during the project. Recruited participants, wrote the interview guides, developed training materials for the MECCA staff who helped take notes during user & instore testing, in addition to the codesign workshop content. I conducted  interviews, user testing, instore testing, ran the codesign workshop, and delivered training & the final presentation. I oversaw the synthesis & insight generation of the instore testing findings my colleague carried out. I also created the customer journey map and personas, in addition to synthesising and presenting the user testing results for both rounds of testing

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Impact on the business

The insights from the research program, together with the customer journey map & personas have been used by the Mecca team to to redesign its website, enhance Mecca's loyalty program, give impetus new app development. Insights from the instore testing have been shared with the wider team, with new initiatives now incorporated into Mecca's three year Road Map 

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