CASE STUDY

Table of Contents

Introduction 2 .......................................................................................................................Example Jamberry Nails Website Visitor: User Persona 2 .....................................................Competitors: NCLA Los Angeles & Incoco 2 ..........................................................................

Jamberry Website | Overview & Analysis 7 ....................................................................Landing page 7 .............................................................................................................................Fashionably Festive page 8 .........................................................................................................Product page 9 ..............................................................................................................................Add to Cart page 10 ....................................................................................................................Left Hand Navigation View Menu 11 .......................................................................................

Wireframes 12 .......................................................................................................................Main Shop Page 12 ......................................................................................................................Product Details Page 13 ..............................................................................................................

Conclusion 14.......................................................................................................................

Michele Fox

February 24, 2015

Introduction Jamberry Nails is a direct selling party company. They offer a fun alternative to traditional nail polish. They have over 300 different styles of nail shields on their website for interested parties to browse. Nail shields are stickers that are applied to your nails. The marketing and sales is done as a Facebook group party and in person home party. During the Facebook party the consultant will post photos and contests to get customers familiar with the product. The consultant will also provide the link to their personal Jamberry website. During an in person home party the consultant will assist party goers with application of sample shields and offer the option to purchase additional shields through the catalog. During this case study there was a “Buy 3, get 1 Free” promotion in effect. Lisa Hennings was the provider of the main consultant website used for screen captures. Richelle Tiberi was the consultant for an alternative website to check for consistency between consultants personalized websites. The goal of this website is to sell the brand of Jamberry Nails, as well as provide a shop to browse and buy the nail shields. This case study will highlight the usability of the website in relationship to a potential customer who will be purchasing their product as well as give some improvement ideas based on short case studies of competitors NCLA Los Angeles nail wraps and Incoco nail polish appliqués.

Example Jamberry Nails Website Visitor: User Persona Jane Torson is 33 and has 3 kids ages 11, 4, and 2. She also works a full time job as a security analyst at a defense contracting company. The majority of her day at work is spent meeting with customers so she needs to always look professional. She is also kept very busy at home caring for her kids; she is always on the go to some appointment or other scheduled play date. She is hard on her nails and doesn’t have time to always go get a manicure. She needs something professional and easy to apply in a short amount of time. She also wants nails that can stand up to her busy day. She has decided she needs nail appliqués. She is shopping online and

doesn’t mind waiting for delivery to get as many options as possible. She plans to take advantage of any deals or coupons she can.

Competitors: NCLA Los Angeles & Incoco The Jamberry Nails website refers to them as nail shields, they are also known as nail wraps and nail polish appliqué. There are two main competitors for this type of product that will be considered for this case study. NCLA Los Angeles nail wraps and Incoco nail polish appliqué. These competitors were identified by a simple Google shopping search for similar products, and then the brands were narrowed down to those with the most similar digital identity / web presence.

| P a g e 2

Figure 1 User Persona Jane Torson

NCLA Los Angeles nail wraps NCLA Los Angeles “create(s) innovative, high-end products that pair fashion and beauty, while never forgetting where (they) came from: Sunny Southern California.” They design luxury nail products. When the customer arrives at the NCLA Los Angeles website they hovered over shop from the top menu, hovered over nail wraps, and then selected best sellers. The user then selected “Ink Drop”. The user is then greeted with the page you see on the left, the product page. Lots of white space in the design makes the features of the product page really stand out well. The design is featured on the nail wraps package prominently and in full vibrant color. This helps the customer know exactly what they are getting with this purchase. The section below the main nail package image “IF YOU LIKE THIS YOU’LL LOVE”

is great because it gives the customer great alternate options to the design they have chosen. This will help if they want to choose accent nails or take advantage of a multiple purchase promotion. By selecting the “Get Gloss It” or the “Pair It With” tabs the user is greeted with the images below respectively. This is a great way to add additional products to the customer’s cart as well as again aid in the customers desire to find and purchase coordinating products.

| P a g e 3

Figure 3 NCLA Los Angeles Product Page Tab box called out

Figure 2 NCLA Los Angeles Product Page: INK DROP

Incoco nail polish appliqué Incoco is short for Innovative Cosmetic Concepts, it is the first cosmetics company to manufacture and produce nail polish strips. Everything from development to formulation, production and packaging takes place in the factory in Clifton, New Jersey. They only offer nail polish appliqués they do not offer traditional bottle nail polish. When the user visits the Incoco website and they click on SHOP in the main top menu then click on nail designs they are greeted with the screen you see in Figure 4. The top third of the screen is a large hand that is in the process of applying her nail appliqué. This is great because it shows the users how easy the application is especially since you don’t need any extra tools to apply, which is a huge selling point for their product. The next section the “filter by” section is expanded in the image shown in Figure 5. The ability to filter the pattern thumb nails below is a big help for users who are trying to shop for specific colors or for seasonal prints. The colors are sorted by shade in the thumb nails in the next section. The patterns are bold images that are easy to see. The bottom of the nail designs page contains a tabbed section that provides further details, ratings & reviews and questions &

| P a g e 4

Figure 4 Incoco nail designs landing page

Figure 5 Incoco nail designs filter by section

answers. To the left of this tabbed section is a “shop our accessories” section, for non nail appliqué items that are available to purchase. The design feature that this page shows best is the thumbnail selection shown in Figure 6. The user clicks on a design to see more detail and is given a zoomed in overlay box showing a final manicure up close and the design in a larger thumbnail. The user now has the option to go to the product detail page by selecting the title of the nail appliqué that they are viewing. This product

detail page (not shown) doesn’t show any additional information than what is shown in these boxes (Figure 6). It does however show the design in a larger image so the user can get a finer granularity look at the appliqué detail. Another design feature that this site really excels at is organization. Other than the filtering option mentioned above, the user can view the available product many different ways. In Figure 7 shows the SHOP menu dropdown page overlay. The user can view the appliqué by selecting various categories, latest collections or shop by shade. Figure 8 shows the nail color category page. The drawback to this view is that the user expects this option to show all appliqués available for purchase arranged by shade. The user is given only the shimmer, metallic, and solid none of the designer nail appliqués are shown in the nail

color view. Figure 9 shows the “shop by shade” with the user selection of pink. This is the best view for someone who is looking to get designer nails and solids that coordinate. Many users will want to use the “shop by shade” view for searching for accent nails, as well as users who wish to purchase nail appliqués that coordinate with each other. The main drawback to this view is that the user isn’t able to select multiple shades to view. Figure 10 shows the love story collection view. This

| P a g e 5

Figure 6 Incoco design thumbnail selection view

Figure 7 Incoco SHOP menu dropdown page overlay

view is great for users who may be shopping with holidays in mind. The love story would be great for a user shopping for February designs or maybe an upcoming wedding or relationship anniversary. The other options for collections views seem to be down the same lines as holiday views. Emerald collection (not shown) being St. Patricks day special designs for March. Collections for Incoco are the same as categories for Jamberry.

| P a g e 6

Figure 8 Incoco nail colors page

Figure 9 Incoco SHOP BY SHADE pink selected

Figure 10 Incoco love story collection product page

Jamberry Website | Overview & Analysis Landing page

Overview The Jamberry Nails landing page has a organized grid style layout. It contains lots of vibrant images of current promotions, exclusive designs, happy people and styled finger nails and toe nails.

Problem Several of the links in the form of picture thumbnails don’t make sense. For example the image of a young girl covering her mouth links to the main shop page, the user would expected this to link to the Jamberry Juniors category. The image of the woman holding the coffee cup links to the main shop page, the user would have expected this link to connect to the All category. The image of the feet in sandals links to the main shop page, the user would have expected this link to connect to a category which caters to what looks best on toe nails(which they don’t actually have).

Solution Update the links so that they go to a category that makes sense. Update the images to have text that will lead the user to know where this link will take them. This is more of a marketing/branding page not the focus of this study.

| P a g e 7

Fashionably Festive page

Overview The Fashionably Festive page [figure to the left] shows all of the currently available designs that are related to holidays, like Halloween, Easter, Christmas, etc. The layout includes at the top the main navigation panel. The left hand side of the main panel is the filtering and organizational view options. The right hand side of the main panel is the grid view of the designs available.

Problem The biggest problem with this page is the organization of the grid view of designs available. There is no filtering by holiday and the designs for a specific holiday are scattered within other holiday designs. This makes it difficult to know which Christmas, for example, designs are available without scanning through the whole page of options. This sorting is not a problem exclusive to this page, it is common amongst all of the categories. The thumbnails of the designs are too far apart to be effectively good at comparisons. Only 4 max across is a waste of screen real estate.

Solution At a minimum the grid view of designs available needs to be sorted by holiday. All of the Christmas designs, for example, should be in order. For the other categories they should be filtered based on their category type Animal Instinct, for example, should be sorted by animal print. Collegiate, another example, should be sorted by college. If their category doesn't have a type then the shields should be sorted by shade according to the Red, Yellow, Blue color scheme. Add an option for the user to select how they would like to see the items sorted. The options for sorting should be category type or color shade. The thumbnails should be closer together, move the name, price & add to cart button to an overlay that pops up when the user mouses over the thumbnail. Adjust width based on the size of the users screen. The thumbnails should have a minimum size and a maximum size that is adjusted to automatically, which automatically adjusts the number of columns of thumbnails.

| P a g e 8

Product page

Overview The Product page shows additional details about the category that the selected nail shield is sorted in. The top of the page is the main navigation layout. The main panel includes bread crumb style links so that the user knows what category in the shop this nail shield is part of. The bottom of the main panel contains “related products” photos from Instagram of people wearing this specific nail shield. If the user clicks on the image they are taken to the originating Instagram post.

Problem There are two major problems on this page. The description in this product detail page isn’t about this specific product it is about the category this product belongs to. The images at the bottom the “related products” show this product in use along with coordinating products without labels of the additional nail shields used.

Solution Update the product detailed description to include information about this specific product or don’t make product specific pages, make category specific pages and include a small thumb nail menu that includes all of the nail shields in this category so the user can easily navigate among them. Update the “related products” images so that they have identifying information for the other shields that are shown in that image.

| P a g e 9

Add to Cart page

Overview The Add to Cart page shows the current contents of the users cart. As the user adds items to the cart they are added to the bottom of the list. The list includes buttons to “Continue Shopping” and “Checkout”, a main panel that is a grid of the items selected, as well as cost information.

Problem This cart contents page isn’t always visible. The user wants to be able to select coordinating nail shields and has to rely on memory in order to do so, or add and remove from cart constantly.

Solution Add a side bar that shows thumbnail images of the designs currently in the user’s cart. When a user hover’s over the thumbnail images the other information shows, like the Item name, quantity and cost information. Save this screen for when the user begins the checkout process.

| P a g e 10

Left Hand Navigation View Menu

Overview On the left hand side of the main panel of all the website pages related to shopping there is a list of links that filter the nail shields available. A user can view the featured views, category views, color views, and finish views.

Problem The user can’t select multiple filters. Also Gift Certificates and Stylebox don’t belong in this list, their are neither a filter or a sort.

Solution Remove the Gift Certificates and Sylebox options. Add the option to buy Gift Certificates at the top of every page. Add a mechanism for the user to be able to select multiple filters.

| P a g e 11

Wireframes The key to the left is for the wireframes in this section. Blue indicates activity notes, red indicates things that need to be changed, and green indicates things that do not need to be changed.

Main Shop Page

| P a g e 12

Product Details Page

| P a g e 13

Conclusion Jamberry nails established in 2010. They are becoming very popular for the individual who wants to earn more money doing direct party sales as well as with those customers that want an alternative to traditional polish that is easier to apply and lasts longer. They would do very well with a few modifications to the design of their website to make it more user friendly. They could make it easier for folks to find coordinating shields to take advantage of the “Buy 3, get 1 free” promotion, by improving filtering, sorting and the visibility of the items in the cart. Regardless of the promotion improving the design would surely result in higher sales because of the ease of coordinating products.

| P a g e 14