“The Ordinary” with extraordinary user experience.
At the beginning of this week’s blog, I want to share with you guys my favorite quote from Maya Angelou “People don’t always remember what you say or even what you do, but they always remember how you make them feel”.
There are many new products on the market nowadays. However, the products that really leave an impression in people’s minds are often not by the product itself, but by the experience it brings to people.
YES!!!
Welcome to the Experience Economy, the article written by B. Joseph Pine II, and James H. Gilmore, argues that “Economists have typically lumped experiences in with services, but experiences are a distinct economic offering, as different from services as services are from goods”.
Products will be updated, and technology will be iterated, but experience is an important way for the brand to connect with consumers and achieve success. Recently, I found that the website of “The Ordinary” gives consumers a very positive user experience.
My evaluation of whether a brand website provides a great user experience is not based on the pictures, fonts, or formats of the website, but on whether I can quickly find the products or information I am looking for. When users can easily navigate a website, find the information they need, and complete tasks efficiently, they are more likely to have a favorable perception of the brand.
The Ordinary fits my criterion!!
Firstly, we can see that the entire layout has a strong sense of hierarchy and logic when you click on its website. The navigation bar is clear and reasonable, and it’s easy for users to use.
It has 7 headings at the top of the page, which are
For example, if I want to buy skincare products, I can go directly to the skincare section.
Then, the skincare section is divided into more detailed classifications:
- Concern: dryness, dark circles, signs of aging…
- Ingredients: AHA, vitamin C, alpha arbutin…
- Product type: eye serums, face oils, primers…
- Preferences: alcohol-free, oil-free, water-free…
- Time of use: AM/PM
It has good categories in the skincare section, allowing consumers to quickly find what they want to buy.
And at the bottom of each product page, customers can find reviews. Positive reviews can help build brand credibility and attract new customers. However, the most fascinating thing about The Ordinary is that they post all reviews, both positive and negative :-)
Secondly, The Ordinary offers customized service, even if you know nothing about The Ordinary, you can find the right product on their website, at the bottom right corner of the page, you can click “Build my Regimen”.
You can see your regimen results, and it will automatically give you a set of products when you have answered 7 questions based on your skin condition.
Also, the page of each product introduced the use of it and other related knowledge to customers. In The Ordinary Web, users can easily find answers to their questions and resolve issues on their own.
Last but not least, the content of The Ordinary is rich and colorful, it publishes a regular Blog to educate customers about skin problems and to offer products that address them below.
The Ordinary’s website shows and transmits knowledge about its products, improves the user’s understanding of products, and is a completely User-centric brand website.
Prioritizing user experience is essential for building strong customer relationships, fostering brand loyalty, gaining a competitive advantage, and driving business growth in today’s digital age.
