UX Researcher, la Prairie Luxury Cosmetics, London
October 2018 to December 2018 | E-Commerce
October 2018 to December 2018 | E-Commerce
La Prairie is a luxury cosmetic brand. The project was to design their global eCommerce website. Part of the work required was an on-the-ground research piece to understand the shift in La Prairie’s customer demographics and the resulting behaviour.
MY ROLE AND APPROACH
User research:
My main task was to visit the La Prairie showrooms in London and interview their business managers and sales staff. This was to gain an understanding of the brand and challenge the way the business saw the brand versus how the evolved customer base saw La Prairie.
User research:
My main task was to visit the La Prairie showrooms in London and interview their business managers and sales staff. This was to gain an understanding of the brand and challenge the way the business saw the brand versus how the evolved customer base saw La Prairie.
In summary, my findings were that La Prairie customer base had shifted over the years from a European demographic to one that was more Asian and Middle Eastern. Other key differences were that new customer base was also much younger, and gifting, for example, had emerged as a substantial new reason for purchase.
The interviews focussed on understanding how this newer and younger customer interacted with the brand and their products, and what their behaviour, purchase patterns, seasonality and demands were from La Prairie. Based on my research findings I wrote a research report and shared it with the client.