The user needs and elements of display were pretty clear and well labeled. I felt like the questions I would have had going into the store were addressed in the user needs.

When getting into the user experience I felt like this was addressing much more than the product display in Sephora. She mentions labels on products, which I wouldn't think is part of the store's display. That seems like a design issue for whatever company produces that product. The video could have included more of the searching process to visualize the process, rather than talking, since there's text underneath the video further explaining it anyway.

I understand that the redesign is meant to reduce clutter and stimulus to make a less confusing experience, and I like how personalized the experience is. I'm curious as to how that will be simplified in the menu suggested, since that seems like it could also be confusing to look through with that many products. Furthermore, some stores have people who will help you find makeup for your skin and will help you to try it on and explain the product. I think it would have been helpful to look more into that as to better explore your design.

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The analysis was well done. I liked the inclusion of a video showing your experience, and the diagram with labels for a display. The solution at the end was creative and I think it's actually a really great idea! I'd love to see that happen.

The analysis could be strengthened if an interview with an employee was also included, or an interview with users actually going through the process with you at the store. The three user quotes included were good, but they mostly talked about why they go to the store, instead of what their experience while actually at the store was like.

Also, at the beginning you mentioned that it's confusing no matter where you go, and included photographs of places other than Sephora, but then jumped into the experience at Sephora immediately. I think a little bit of a transition there to touch upon what makes the other stores confusing (maybe comparing the layout and showing how similar they are), and explain the thought process of why you decided to focus on Sephora (it's the only one that just focuses on makeup, etc) would improve the analysis.

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Something might be wrong with your scroll feature because I cannot scroll anywhere from the starting page. I assume that it's scrolling because there are no buttons anywhere either.

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This analysis is very effective in using a narrative structure to guide the reader through the user experience. The opening graphic, which takes up most of the browser, is brilliantly positioned to evoke the emotion of walking into a Sephora; the image, combined with the white website background, very much mimic the flood of light and color the customer would experience. After this, the flow of Scenario, User Needs, and dive into a display all follow an engaging logic and emotion flow. Particularly helpful is positioning the User Needs as organized questions - clearly imagining the user experience as it truly is - inquisitive. Similarly, the rest of the report is well-structured and clearly laid out. The proposed solution is shown visually and verbally, providing a very helpful frame of reference for imagining the improved experience.

As one area of improvement, the report could do more to assess Sephora's current design intentions. The analysis clearly points out how elements left users frustrated, but only points to Sephora's potential intentions once - when mentioning the maze of products tempting you to buy them on the way to the cashier. On the other hand, while the "Elements of the Display" image is well-labeled, the analysis does not provide insight on intentions behind the organization structure that Sephora has chosen and whether or not the design elements individually or collectively help achieve its goals. It would be possible to imagine - for example - that Sephora's massive number of available products is DESIGNED to leave the buyer feeling helpless, and thereby more vulnerable for upsell by a trained associated. Exploration of Sephora's intentions vs. customer needs could be interesting in this regard.

An additional point of potential improvement is to more clearly connect the features of the proposed solution to the customer needs identified earlier in the analysis. While there are some intuitive connections, it would be helpful to clarify how each of those needs is met in the new solution (and why that element of the solution is better designed than the status quo).

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I like the large picture at the beginning. In some ways it makes you feel like you're there, and conveys the idea that there are a lot of items and it's confusing to navigate.

After scrolling down, I was confused whether the page was about Sephora or displays in general, considering the title on the 2.744 page is "...at Sephora". It would have been better to just omit the 2 other pictures to avoid confusion, especially considering that your solution is a "beauty bar".

I would avoid using shortened words like "certs". Although it's clear after reading the description, I think it's better to just use the full word to avoid confusion. Otherwise the section is pretty clear.

I like that the picture of the display is clearly labeled. It should match the words used in the "user needs" section or vice versa, because a lot of the labels correlate to what was said previously.

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The website was simple and easy to understand. I would have liked it if there was a way to jump to the different sections instead of having to scroll up and down every time I needed to go back to a section to reread it. Other than that, text was easy to read and sections were logically organized, so no complaints.

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The design that I can see looks nice though

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As mentioned above, this is a very aesthetically pleasing website both in general and because it evokes the sense of being at the store in question. Images are embedded expertly. Colors blend subtly and are pleasing to the eye. Variation in font size, appropriate bolding to emphasize key elements, and ample use of white space all make a for an easily digestable report.

Despite the beautiful website, one small improvement would be to more clearly demarcate the key sections. These appear to be marked by large centered font. However, it would be helpful to do one or several of the following: (a) number the sections, (b) write the headers in a consistent grammatical tense (e.g., all as questions or "I" statements or gerunds, etc.), (c) repeat a clickable menu of sections

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