Evaluating Isle of Paradise’s in-store self-tanning fixture
Isle of Paradise
Role: Co-lead UX Researcher
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Challenge
Isle of Paradise approached us because they wanted to investigate self-tanners' behaviours and preferences and evaluate the effectiveness and inclusiveness of the Isle of Paradise’s shop fixture. This included assessing the effectiveness of IOP merchandising and its messaging in helping consumers make confident purchase decisions.
Approach
Collaborating with another consultant, we decided to conduct a contextual inquiry where we interviewed 20 pre-recruited participants in the tanning aisle of Boot’s White City store. We recruited both self-tanners and non-self-tanners from different age groups to diversify our participant’s experience. Together we analysed our raw written notes and utilising Chat GPT, we summarised our analysis discussion transcripts to synthesise insights which we used to support writing the report.
Outcomes
We presented prioritised findings and design recommendations to inform future brand and product fixture developments and delivered a report which included supporting images and participant audio recordings.
2 key insights presented to the client were:
Most participants appreciated the products being organised by shades and were able to quickly identify which products were available in their ideal shade.
Some participants felt IOP’s tagline “EveryBODY” necessitates the involvement of a wider variety of models than what’s currently used including older models and a variety of skin tones.
Challenges & Learnings
Challenging the client- Key stakeholders came to us with a pre-written discussion guide to follow during the sessions, which had leading and limited questioning. We responded to the client with our concerns and an iterated version of the discussion guide, which they responded to well with a high level of trust in the changes.
Upsell future activities- Additionally, this project allowed me to gain confidence in upselling future research activities during debriefing presentations. I upsold research methods such as preference testing to support the next stages of iterating the fixtures merchandising and products.