Bringing together Atoca's team to launch the project was essential to establish the parameters of the UX research:
Atoca was facing several major problems that were blocking the progress of their business:
Talk to their customers to understand their needs.
This data will allow Atoca to improve their products, the shopping experience and turn their online store into a reliable revenue source.
I conducted 18 individual interviews with consumers of zero-waste body care products. We touched on the in-store and online shopping experience, product usage, product selection criteria, and much more.
One of the first benefits of the interviews: Atoca discovered who its customers are. Several personas emerged. Two of them represented the company's main target clientele:
Key customer needs:
Following the analysis of the qualitative and quantitative data, here are some of the actions Atoca was able to take to improve the experience of its customers.
The lip balm packaging required the use of a finger to push the product during application. Soon enough, the finger could no longer fit inside the tube, making it difficult to use the product.
Atoca replaced this old tube with a new packaging that can be used with a simple squeeze of the fingers. It is handbag-proof (it can resists to spending time tangled in the bottom of a handbag) and is 100% compostable at home. All criteria requested by customers.
Customers asked for a wider range of products to make their body routine 100% eco-friendly.
Atoca responded to their request. Five new products are now available in reusable packaging.
The previous website had been created on Wix by the founder of Atoca in 2017.
It didn't showcase product benefits, had very few defined CTAs, and had several mobile navigation issues. Atoca was in dire need of a new website.
The objective was to create a consistent visual identity between the company's website and social networks. Our photo-based approach communicates the company's values: transparent, human and funky. And... is super easy to deploy on social media!
Atoca decided to allocate the majority of their budget to UX research and use a Shopify template to update their site.
I still wanted to present a custom design for Atoca despite the use of a template. I carefully selected a template that included elements essential to Atoca's client. I deconstructed the template in Figma to create a mockup of each page, which allowed me to:
The final step was to integrate this design on Shopify. Teamwork with a developer allowed the new website to launch just in time for the 2019 holiday season.
Atoca's online sales increased by more than 68% in a couple of months.
The customer research allowed to:
Their products have gone from no packaging to:
The website has gone from an underperforming store to:
I leave the final word to one of their customers comment made by a customer - translated from french):
"When I look in my bathroom and see Atoca products, I see lots of little victories that make me feel good. That's why I tell everyone about Atoca."