USer feedback / UX Research / UX Design

Enhanced product selection experience

My task was to conduct research, create personas depicting customers and their needs, and then improve overall user experience of the store.


The large volume of inquiries about which product best meets the customer's needs indicated that the current design was not effectively communicating key information to users. This issue was impacting the organization's processes, as the customer service representative was handling an excessive number of avoidable questions.

Research Phase

It was crucial to understand who the users are and what their needs are. Firstly I conducted a user research. To do this, I used Google Analytics, support messages, available posts and customer feedback on social media, as well as information about the benefits of red light therapy.

By compiling reports for each of the aforementioned channels, I was able to create 2 personas representing users.

Core insights

  • Users struggle to choose the right device for their needs – the current design doesn’t provide enough information for them to make a clear decision.
  • Users are highly motivated to purchase the product. Some are willing to take extra steps to acquire the necessary information (which is unusual); others quit. Taking care of proper information architecture could significantly boost sales.
  • Since most users access the mobile version, it should be the primary focus.

Main pain point


Adressing main pain point

Most of the available products were very similar and could be used for all of the needs mentioned above. They differed only in the size or intensity of the red light.

Using my research on red light, I grouped the devices to choose the most effective for each of the identified needs. I also took into account the size of the device and matched it to the size of the area to be irradiated.

Some of the products were tailored to specific needs, e.g. a mask for facial therapy, a cap used to prevent hair loss.

After dissecting the above information, I began selecting products based on the prepared personas, where I first selected the devices that best fit a specific need. Then I selected the size of the device I was interested in.

To ensure the effectiveness of this system, I conducted a test with 4 users. The first task was to select the appropriate model and then the device size. The users were pleased with the devices they were assigned. The process of selecting a device took significantly less time compared to choosing a device on the store's website.


I devised the solution above in the form of a form, which also included precisely the same two steps:

1. The first step involved choosing a problem from the list generated during the customer's needs analysis. Some users were already provided a suggestion in the next step, as certain issues had dedicated devices.

2. The second step entailed selecting the area to be treated, assuming the customer opted for soft tissue regeneration - whether it was a specific muscle or a large body area, such as the back, to be treated.

User flow

The form's results displayed up to three devices that best matched the needs indicated on the form.

Mobile optimization

After addressing the main pain point, I focused on ensuring proper accessibility for mobile users. I made sure that categories are easily accessible and not hidden behind hamburger menus, which significantly decreases conversion rates and prevents users from accessing valuable information.


I designed an interactive prototype using ProtoPie and then conducted usability tests. The tests revealed that users no longer required external assistance to determine which product best suited their needs when using the form, as opposed to searching for products on the site before the changes.