Improved experience

While doing some skincare research I had an awful time on the Barneys website. It took me at least 5 minutes to find a product line May Lindstrom, which I knew for a fact they carry.

Problem #1 When I went into the beauty section and pressed the link for “designers A-Z” May Lindstrom was not in the index

Then when I looked for the skincare section I could find it because it was under a misleading label: Treatment. Sometimes with high end stores they want everything to sound aspirational. In this case this is negatively effecting their business if consumers can’t get to the product.

then I searched May Lindstrom in the designers section and nothing came up

I knew they had a face scrub so I searched May Lindstrom and nothing came up.

Finally I looked under “treatments” and found the line. I found the information on the product to be pretty limited and ultimately went to the May Lindstrom website.

This is the May Lindstrom. They did a much better job at romancing the product. This is an organic skincare line that was founded by a chef. The whole line smells so amazing you want to eat it. The story telling with the products presented like a high end restaurant plate is beautiful and very effective.

Her website does a much better job of educating and romancing the client. If it were me I would have left the Barneys website and purchased it straight from the source.

The solutions here for Barneys are as follows:

• There should be a search bar on every page where users can simply enter the product or line they are looking for.
• Update their product Line lists
• Change category name from Treatment to Skincare
• Add beautiful imagery of the product to entice the customer
• Improve their product descriptions