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P&G's Keep it Anchored specializes in hair care products designed to maintain your existing hair, offering a range from shampoo to daily scalp serum shots.
UX Designer and UX Researcher
2021 –2022
Keep it Anchored operates in a challenging market saturated with numerous competitors offering hair loss products. The brand sought ways to distinguish itself to attract new customers and encourage product conversion
Add to cart session was 6.67%, which is above industry average but low compared to other P&G brands. Within P&G 2 other beauty brands, 10.4% and 17.5%.
An unmoderated test was conducted with 15 participants searching for new products to help with hair loss.
- The product cost seemed reasonable and in line with competitors.
- "Yeah. Because again, if I were to buy just the shampoo and conditioner on their own, it was almost the same price as the kid available in like $10.00 additional dollars if I wanted to get the The essence. So yeah, it was definitely a good value 30 day supply. I Yeah, I think that's the 69 bucks. That's good value for sure"
- Participants expressed a desire for more social proof on product pages, including usage videos/pictures, before and after photos, testimonials, or data proving effectiveness.
- Participants didn't feel comfortable using the product if their hair type wasn't listed.
- “There's a bunch of different scenarios that you can do that all impacts somebody scalp and impact somebody’s hair that I don't think or thought about. But if you could recommend based off of a hair type, I think that would be more beneficial.”
Making small improvements to the product pages by adding details about different hair types, explaining the best things about kits, and answering questions about how the product helps customers.
Added various visual representations for hair type, kit benefits, and product usage.
Developed photo guidelines for ongoing product page updates:
Product shot
Show the actual sizes of the product.
Make it look consistent with other product pictures.
Compatibility
Show how product works for different hair types.
Usage
Show how people should use the product. This could be with multiple photos or short videos.
Conduct a usability test for new product page changes, monitor conversion rates, enhance branding for unique kit benefits, and gather consumer data for improved social proof.
People are influenced by social proof. Just reviews aren't powerful enough; they want to see before and after photos and videos of people using the product you are trying to sell.
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Addressing customer discomfort with the absence of a single confirmation point for all order details before payment.