SexyCharmed
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Year: 2021
Client: SexyCharmed
Template: website
Duration: 10 days
Role: UX/UI Designer
Team: Duo with Lina Lim
I decided to contact companies that are in an evolving market, both interms of their digitalization, and of the evolution of customs: dating sites andsextoyonline retailers. The owner of SexyCharmed website acceptedto work with me and my work partner Lina.
SexyCharmed is an e-commerce website created in 2004 which sells sextoys,lingerie, accessories from several brands (27). The owner gave us access to thedatabase and we observed that 53% of clients are women, the average age is 39years old, so we knew that the new design of the site would not beyouth-oriented like some competitors. Most products are sold via Amazon andClemarche, majority of customers discover SexyCharmed website through otherplatforms and not thanks to it’s notoriety.
Attracting beginners and experiencedcustomers on the website through a reliable and modernlayout. Redesigning the website by breaking thesextoys’ code of universe. The goal is to create an app, aresponsive website or a product integrated within a service.
Most of the time, users do not complete the customer path on the site -SexyCharmed has low notoriety and people who go to the site are usually therethrough word of mouth, a promo code or a redirect link via Amazon - The websitehas nopresenting adding value compared to others online competitors.
Reliable - Transparent - High end
Direct competitors already propose smooth navigation, large catalogs,functional websites, so we decided to focus on inclusivedesign to provide added value to SexyCharmed.
Customers (beginners & experienced) wish to bereassured throughout the customer journey and find the desired product depending ontheir sexual practices, desires, level and not in relation totheir gender.
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There are a lot of direct competitors, therefore weonly picked 3of them: Espace plaisir, Dorcel Store and Passage du Désir.
Why these competitors?
Espace Plaisir proposes an informative website withsmooth navigation. The website’s layout isclassical, promotions are highlighted, and menu section is notinclusive. Women won't find the same sextoys according to theirsexual orientation.
Dorcel Store proposes a lotof products through an innovative and designed website. The brand image isstrong thanks to a large choice of products, brand colors notoriety. But as wescroll through its website we notice that there areonly women pictures, men and women products are well separated.
Passage du Désir is known for its large choiceand functional and clear website. In France it is one of the mostsuccessful brand, the website is classical but not inclusive in menu section.
There are several categories in direct competitors in the sexindustry: feminist brands, non-binary brands, sextoy brandslinked to a pornography video industry, main linesextoy brands, luxury brands, retailers(SexyCharmed).
Indirect competitors are interesting, we focused on other businesses available on the pleasure market.
YouPorn, which proposes online porn videos, has the mostimportant free streaming video catalog, a good categorization thanks topictures and title section. The main target of this website remains men,pictures, filters for categories are focus on the desires of a heterosexualman.
VOXXX is, a websitecreated by women for women that offers audio porn online. It is a new concept,a new way to explore one’s pleasure with a smooth andpeaceful website.
Agent Provocateur sells seductive lingerie online and in sexshop stores.The website proposes qualitative and high-end products only for women.
Colors, non-binary titles, information displayed on the new website allows theavoidance of categorization of the individual and to reassureshim/her on the reliability of the site during the first customer path.
Answers from quantitative survey (371 answers through Facebook groupfocused on "use of sextoys") and job interviews (6 people whichalready bought sextoys online) helped us to define several main points forideation.
-> A user interface which looks nice
-> Adding client reviews to influence purchase
-> Categories need to be more inclusive
-> Customers should be reassured during all the purchasing process
After research and interviews we decided to propose a website which followsthe trendof aninclusive website, in the pleasure universe this concept is rarebecause gender categories are very entrenched. We would like to reassure theuser during all the customer path through smooth navigation. The new designwebsite should not include binary categorization but product sections. Toanswer a customer's need we will add filters adapted to each sexual practiceand level of the customer in the sextoy domain. Product page will be detailedas much as possible to help the user to choose the right product without anydoubt. We want to break the code of sextoy website design by not choosing awhite, pink or flashy color, forget the kitsch side andpropose a soft and high-end site. By proposing a non binary categorization andadapted product we hope that the target will widen with a generalization ofcustomers.
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Nude and purple colors don't influence user and do not irritate theeyes. The website is easy to use to helpbeginner customers on the website to not be lost and well understand theirneeds and our products. The menu is arranged by product category and not bygender category to broaden the target and not lock the customer into a sectionbased on their sexual practices and orientations.
websitewe developed is only accessible through a computer, but in thefuture it could be useful to develop a mobile application to target young peoplewhich order a lot on their smartphone. The application would be simplified withmore pictures to attract the customer’s eyes.
Afterwards,it could be interesting for our client to propose high-end sextoybrandson SexyCharmed with innovative and high-tech products.
Finally proposing non-binary products tofollow hiswebsite’s non-binary design. Standingout by broadening the target and generalising the sextoycatalog.
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