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Overview
WellCapped is a luxury wig rental company based in Atlanta, GA. The goal of this project was to identify any usability issues with their website www.wellcapped.com and determine the critical features to prioritize for the next iteration of the product.
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Role
UX Designer
User Research, Interaction, Visual design, Prototyping & Testing
Design Sprint: 3 weeks (July 2023)
Team: Rachel Bubis, Brenna Huwe, Autumn North
WELLCAPPED WEBSITE REDESIGN
Background
WellCapped offers a shared inventory of high-quality wigs via monthly subscriptions, a-la-carte rentals, and resale. Buying hair is expensive and time consuming. Consumers buying human hair pieces spend an average of $1,800 a year. Wellcapped members save money and time by having wigs shipped monthly and easily self-installed at home.
The Problem
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Members often reach out for assistance due to confusion while navigating the website
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Despite significant interest and traffic, less than 1% of visits convert to paying customers
Why might this be happening?
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Are prices too high? Is the inventory lacking a variety of colors or styles? Are customers having difficulty finding important information, resulting in a high bounce rate?
The goal of our research was to discover why users are not converting to members.
Market Research
To further inform our design, we conducted competitive and comparative analyses. This allowed us to contrast WellCapped's services with those of similar businesses, helping us confirm that the low conversion rate wasn't due to any missing features. Moreover, we drew inspiration from the clear and successful aspects of other sites.
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User Interviews
We began by understanding our users.
Recruiting participants was initially slow, but after offering incentives from Wellcapped for participation, we were able to collect 9 well-qualified users that were interviewed throughout our design process.
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We asked questions covering a variety of topics, ranging from buying habits to inventory preferences, to discover their opinions on the original site's usability, clarity of membership options and the rental process.
Synthesizing Our Research
Following the interviews, we used affinity mapping to organize and understand our data. We discovered 3 key take aways related to membership clarity, product care and quality assurance.
1. Membership
Users reported being confused by the original membership options, as it was unclear how they differed and what made the more expensive choice desirable. This led to a lack of trust and hesitation to become a member.
2. How Does it Work?
Users were confused about how the sanitization process works and had concerns about the condition of the wigs. They expressed a desire for more information about the cleaning process including wig care guidelines detailing expectations for how the wig should be treated, ensuring they receive a quality product.
Wig Care
I want clearer instructions how to care for my wig and I want assurance that the wig I am renting has been cared for
Sanitization
Lack of sanitization information leaves me feeling uneasy
3. Quality Assurance
Users expressed concern over the quality of the wig they will be receiving, as inconsistent photos and a lack of customer reviews left them questioning the reliability of the site.
Pictures
I would like the website to showcase a variety of photos to help me in my decision making process
Reviews
I read customer reviews to alleviate quality concerns. Reading positive reviews builds trust with the company
Problem Statement
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WellCapped's users lacked trust and confidence in the company's offerings due to the absence of clarity and transparency
Design Studio + Wireframes
Informed by our research, we held design studio sessions and created initial wireframes, which we presented to the client. The client feedback indicated a preference for a more "luxe" design, which guided our subsequent iterations. We prioritized effortless navigation, clear calls-to-action, and a chic aesthetic in line with the client's expectations.
Usability Testing + Findings
After making changes based on client feedback, we conducted usability testing with seven individuals, focusing on content clarity, specifically on membership information and sanitization details. We discovered that:
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Users found the overall aesthetic and branding to be chic, aesthetically pleasing and high-end. They loved the hero section images.
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Users were unclear what the product was at first from the hero section. They could tell it was related to hair, but thought maybe it was another hair product.
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Users found the sanitization page helpful, but found the circular design + video laborious to read and navigate.
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Solutions + Iterations
Based on the testing results, we iterated the design to clarify product offerings, enhance content organization, and present information in a more user-friendly manner.
Navigation
We added a membership button to the top navigation bar to add clarity and emphasis to Wellcapped's product and created a local navigation in the "How it Works" page to improve content organization. To further improve product clarity when users first get to the homepage, we added the words "wig rental" to the description to be more explicit. Additionally, we included a "learn more" button to direct users to scroll down for further information.
Version 1
Version 1
Final Version
Sanitization
We re-structured the sanitization section to have the steps presented in a linear format with the option to scroll.
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Version 1
Final Version
Final Prototype
With the user and client in mind, our final design prioritizes a clean and chic look, effortless navigation, and clear calls-to-action. Extensive user testing ensured the design met user needs, while keeping the client's preferences in mind. The result is an aesthetically appealing and intuitive website.
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Possible Next Steps
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Finalize flow from discovery to becoming a member. Create a simple and quick flow to get members signed up and renting their first wig.
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Incorporate Member Feedback. Expand into additional features including user reviews and photos. Incorporate user feedback and implement regular testing to ensure continued success.
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Revamp Product Page. Once WellCapped's inventory is finalized we would redesign the product page offering more suitable filtering options, new product images and selection buttons within each page.
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Challenges & Learnings
This project posed unique challenges, including a tight timeline, delays in user interviews, and learning Figma during the project. However, these hurdles provided valuable learning experiences and skill development. Despite the challenges, the team remained committed to delivering a high-quality design that responded to users' needs and the client's expectations. We presented the final designs to our clients and received high praise feedback.

Conclusion
Through extensive user research, iterative design, and usability testing, we were able to develop a user-centered website redesign that addresses key user concerns. This project demonstrated the importance of clear and transparent communication in building user trust and emphasized the impact of design on user perception and behavior.
Designs were completed at the end of July 2023 and were immediately put into effect on the website. We aim to follow up on its performance once it has been up and running for a few months.