Year
2023
Company
Fragrantica
Role
UX/UI designer
Introduction
Fragrantica is a website known as the "perfume encyclopedia" where the user can search for any type of perfume, nose or company via the search bar and make perfume purchases via external links.
This project aims to revamp the Fragrantica website, making it easier to use and fixing navigation problems for users.
Context
As a frequent Fragrantica user, I've always recognized its potential, but found the interface outdated and unintuitive. This project represents my vision for transforming the site into a pleasant and modern digital experience.
Research
I primarily use Fragrantica as a platform for researching perfumes and evaluating potential purchases. However, the interface appears outdated, with significant navigation and information organization issues. This perception was confirmed through user interviews, which highlighted difficulties in navigating the site and finding information efficiently.
Maria
"There are too many things on the screen, I often can't find what I want"
Her life
Maria dedicates her free time to discover new fragrances and learning about their history and composition.
Her goal
Get good deals by purchasing through reliable sources.
Find detailer information about perfumes.
Discover similar fragrances and new releases.
Pain points
Maria struggles with Fragrantica’s cluttered interface, which often leads her to rely on external searches.
Pain points
Old Homepage
Old perfume section
From user observations, I highlighted Fragrantica's main pain points:
1
Orientation of the user
It is not indicated which screen the user is on
2
Overwhelming screens
The home screen does not suggest taking any action
Wireframes
Home
Perfume section
Solution
Home
I emphasized the tagline of the website to make its main purpose clearer and more recognizable and I focused on improving the search bar, a key feature of the site, optimizing it to better support content discovery.
I simplified the menù bar, which previously confused users, making it clearer and more intuitive, improving navigation and guiding users through their journey.
60%
Increase in search bar use by repositioning it.
Perfume section
In this crucial section of the site, I focused on enhancing community engagement by allowing users to rate fragrances and vote on their various aspects.
I reorganized the information hierarchically, making it easier to navigate, and relocated the purchase links to a more prominent position near one of the most frequently used features by Fragrantica users: the list of similar perfumes. Lastly, I refreshed the user interface.
40%
