Blueair
Experience Strategy & User Experience Design for an Air Purifier E-commerce Website
A re-imagined brand story and experience that brings the essence of Sweden’s fresh air in to every home.
With countless competitors owning the air purification space and consumers not convinced on the need for an air purifier, Blueair repositioned their story around educating the user on the health and benefits to clean air, for them and their family, instead of product feature storytelling.
The challenge was how do we update their e-commerce site to drive brand awareness, product benefits & category education, so consumers see and understand the need for clean air in their home and trust in purchasing from Blueair.
Problems to Solve
Consumers are unaware of the threats of diminishing air quality and the importance of clean air in the home
Product features & specifications are confusing when trying to justify the price of an air purifier
Blueair is unknown to most consumers within the United States, so how can they be presented as one of the leaders in the industry
Create ease within the purchasing process and clarity around filter subscriptions
health and caring user journey
Onboarding included a thorough review of the industry, customer research and stakeholder interviews about the air purifier market landscape, competitors, allowable claims, audience insights and other information that would arm our thinking and understanding.
We ran usability testing to better understand how the existing website was working for the user, and their mindset during the session. This helped us understand how users digested the content around product lines, filter subscriptions and the overall benefit Blueair brings compared to competitors.
We worked to understand Blueair’s four persona segments: Performance & Efficiency, Ease & Convenience, Expression & Status, Health & Caring. Health & Caring emerged as the primary segment, so we focused on this type of user. After conducting user testing and reviewing the personas, I worked through a strategic customer journey to define the phases, barriers and needs of the user when purchasing an air purifier. I discovered consumers don’t know why they need an air purifier, how to evaluate an air purifier, and don’t trust that the air purifier is working once purchased. We used these insights to fuel our content strategy and UX approach for the redesign.
products navigation
Needs based Information Architecture
Reworked the information architecture to focus on the needs of purchasing an air purifier, by categorizing products under room size, health need and product family. By putting the needs front and center, it allows the user to begin to see the different choices that will work best for their home instead of having to search for answers.
product detail page
Benefits Focused Product Information
We tied wellness needs of the consumer to functional benefits of the product through simple storytelling and progressive disclosure of detailed technical specs within the product detail pages. Aligned the sites content strategy to the user journey by strategically pacing product information to build trust in the need for an air purifier prior to seeing to all of the technical information.
Blueair homepage
Brand Storytelling Paired with Honest Air Quality Education
Since consumers do not know who Blueair is or the true importance of clean air we made sure to establish Blueair as the trusted partner in the fight for clean air. By combining branded content with educational on the effects of toxic air quality the user is educated and learning about the brand at the same time. This conversation started on the homepage with the top performance benefits and broken down into more detail within the Our Performance and category landing pages.
filter plan subscription sign up
Simplified Filter Subscription
Blueair’s business and growth plan revolves around their Filter Plan Subscription. Through user testing, we discovered that users did not understand their current communications and sign up flow for a filter subscription. To help better communicate this program we changed the name from Filter Club to Filter Plan Subscription, simplified the number of steps to signing up and implemented a "Help me Choose" tool, where the user selects their current Blueair air purifier model and is presented with filter options.
cart
Informative Cart Experience
Blueair has many different types of purchases within the site; purchasing an air purifier, a filter or a filter subscription. The cart needed to accommodate all the different purchasing scenarios and needs to communicate what are future shipments & charges (filter plan subscriptions) verse purchases that are happening today.
Team
UX Strategy and UX Design Lead | Katie Larson
Designer | Leah Cranston
Copy | Lena Singer
Developed by Blueair