Debenhams Beauty Club

Ecommerce - Content page

Debenhams has seen a decline in registrations of Beauty Club when all stores were closed due to Covid-19 lockdown measures - this suggests that there’s a reliance on stores to drive volumes. 62% of online registered customers who ordered beauty products are non cardholders and by converting just 10% of these buyers to cardholders, it would have doubled the registration volumes.

CLIENT     Debenhams
TOOLS    Sketch, Adobe XD, Adobe Illustrator
TEAM      Product Owner, Business Analyst, UX Designer, Developers and QA Testers

The problem

Debenhams has seen a decline in registrations of Beauty Club when all stores were closed due to Covid-19 lockdown measures - this suggests that there’s a reliance on stores to drive volumes. 62% of online registered customers who ordered beauty products are non cardholders and by converting just 10% of these buyers to cardholders, it would have doubled the registration volumes.

Majority of the users visiting Beauty Club page didn't get exposed to the benefits for joining Beauty Club and we see about 9% of visits actually went on to register. There is also a problem with the process of signing up - users who aren't an online Debenhams account holder are required to create an account first. After they've done that, they were then directed back to the homepage with no clear indictation of how they can join the Beauty Club from there.

Registration User Flow

What I did

LANDING PAGE

Following the recommended wireframe from UX, I have created icon images to break up the content to make the page look visually more appealing and easier to scan. As there are content that goes below the fold, I’ve added an extra Sign Up banner mid-way through the page. This will minimise the need to scroll up to get back to the Call-to-Actions and increase conversion.

Beauty Club Landing Page
Beauty Club Landing

Beauty Club landing page - clearer messaging on perks for members and tabbed content to reduce page scroll.

USER FLOW
Ideally, the Beauty Club sign up should be combined with signing up for a Debenhams account so that users will only need to fill and submit one form instead of two. Unfortuately, development resource is limited so I've improved the existing user flow to redirect users to Beauty Club sign up after they've created a Debenhams online account. 

Updated User Flow

BEAUTY TOP-CATEGORY (TCAT)
On the existing Beauty TCAT, the Beauty Club ad-spot was nested all the way at the bottom of the page. There was no content to promote the perks of joining. In order to increase the exposure rate I've moved it higher up on the page, right after the main ad-spots and designed it as a feature banner across the content area.

beauty-TCAT

ORDER CONFIRMATION PAGE
Debenhams has seen success in the volume of account registrations by informing customers of the benefits after they have completed their online purchase. Therefore, there's an opportunity to promote Beauty Club on the Order Confirmation page. I've designed a banner for that page to target customers who had just purchased beauty product and are not a registered Beauty Club member. The banner also includes link to add existing Beauty Club card to their Debenhams account.

Order_Confirmation_desktop
Order_Confirmation_mobile

Conclusion

As the volume of Beauty Club sign up has been consistent pre-Covid19, the sign up journey has not been reviewed for a long time. It was only whilst I was investigating on where call-to-actions should link to, I discovered that there is a problem with the sign up journey for non-Debenhams online account users.

The journey could be further improved by giving users the option to sign up for Beauty Club whilst they are registering for a Debenhams online account. By combining the two sign up forms, it will greatly reduced the time users spent on filling forms as well as potentially converting more users who don't normally buy beauty products from Debenhams to join the Beauty Club. Data needs to be collected once this has been implemented to review the volume of new sign ups and if there's a decrease in drop off rate.

Selected Works

Severn Trent WaterCustomer relationship management

Beauty ClubContent Page