Scent Finder
WORK IN PROGRESS
UI/UX Designer
An internship project for Bath and Body Works to help users find their desired Bath and Body Works product based on the user's own fragrance taste and likes.
Project Title
Scent Finder Quiz
Goal: How to enhance the mobile experience for Bath and Body Works (BBW) Customers/In what ways can the mobile app create a personalized experience for the user?
Client/Company/Project Type
Company: Bath and Body Works
Project Type: Web/Mobile Web/ Mobile App Quiz feature
Tools: Figma
Project date: June 2023 - Current
Role:
Solo Project (UI/UX Designer, Researcher, Developer)
Led by Bath and Body Works UX Team
Project Summary
This project is my solo project for the Bath and Body Works internship program. I was responsible for researching and finding a UX problem to help the busines with the guidance of the UX Team. For this quiz, users can input their desired or favorite scent notes and intensity level into a quiz form which then will generate a list of potential products that may favor the user. Once the quiz is complete, users can save products to their Love-It List or within the quiz so, when users return to the quiz, the results based on their quiz results are automatically saved within the account/app. Users are able to retake the quiz multiple times and are able to use it as a second search feature. This will help the user explore and find Bath and Body Works products online for a quick, convenient, and accurate shopping experience. Throughout the design process, I got several UX feedback on my designs and user flow. I created two prototypes – one based on my own designs and one with the designs from the company’s design system – which I am still designing and developing.
Challenge
Business KPIs:
Convenience – How quick and easy it is for users to find a BBW product?
Engagement – how this quiz increases engagement on the web/mobile web/mobile app?
Sales – How this quiz can boost sales for other products that don’t sell as well?
Account Creation/Sign Up – How can users be inclined to sign up for My BBW Rewards?
Specific problem found from research: users won’t shop on the BBW mobile app/online because they struggle in knowing what the scents really smell like so, how can the company increase engagement on the mobile app?
Solution
Solution to Business KPIs
Convenience – users can input what scent notes/intensity levels that they like to quickly find BBW products to bounce from instead of exploring throughout the entire site. This also helps users find new products as many BBW products are limited to a particular season or year.
Engagement – Quizzes increase engagement as they are quick, short, and fun. This quiz can act as a second search feature to help users explore and see what products match up to their desired scent note of interest. Users can retake the quiz multiple times.
Sales – With the quiz being a quick and convenient way to find BBW Products, users can directly add results to their bag or their Love-It list for an easy check-out experience. Users are also able to feel more confident when selecting a product from their personalized results page, which can lead to a higher chance of purchase.
Account Creation/Sign Up – In order for users to see their results and save their recommended products, they must have an account with BBW. This allows new users to know that if they create a BBW account, they get more personalized content and offers. This quiz would act as an inducer to have users sign up.
Reflection
As I am still working on this project, there are not a lot of success metrics associated with Scent Finder. However, there were a lot of lessons that I learned across the way.
1. Research
During this project, there were a lot of mistakes that I made as a rookie intern. The survey that I first originally sent out had many faults to it that I did not review with the team. The questions were leading and biased which then skewed the responses – this led to a faulty report. After reviewing my mistake and several discussions with my manager and director, I was able to make a new survey which was unbiased and helped me discover a proper issue that customers face when shopping online at Bath and Body Works.
2. Best UX Practices
As seen from the first wireframes that I had within the presentation, they lacked UI capabilities and made it difficult for the user to navigate. After having the wireframes reviewed by my UX Team, I was able to change the style to follow common UI patterns for the quiz. This way, I was able to reduce the amount of confusion users have when completing the quiz but also keeping it interactive and visually appealing.
3. Challenging myself by using the given design system
The first prototype of the quiz was designed and developed using my skills that I picked up from my college courses. However, after a meeting with my manager, I quickly realized that the company has a Design System which the quiz must also follow to keep the site and app consistent. It was a challenge from changing my original design to one that follows the Design System, but I was able to do it! I was able to successfully transform the quiz while keeping its unique capabilities.
Overall, there were a lot of lessons I learned and am still learning with this project. This internship gave me insight into retail UI/UX design. As mentioned in the title, this project is still something that I am refining but, there were a lot of skills and lessons that I learned up until now. I am thankful to my managers and team for teaching me about UX in the business world and continuing to teach me new skills.