Beauty Expert - Case Study

Problem

Shopping for cosmetics is a daunting task due to the overwhelming number of choices available.

In a world where makeup is a tool for empowerment and confidence, the overwhelming selection of beauty products creates confusion for consumers. The unique needs of each individual make it challenging to navigate the vast array of brands, shades, and specifications. Because of this, beauty consumers need a way to receive trusted personalized recommendations that will be the best fit for their individual needs.

My Role

As the sole UX Designer, I owned all things design. This included user research, user flows, wireframes, prototypes, and more.

Deliverables

High-Fidelity Wireframes

Prototype

UI Designs

User Research Analysis

Usability Testing

Sitemap

User Flows

User Personas

Scope

Design some initial features of the app for a very Phase 1 MVP

Audience

Makeup wearers ages 16-70

Device

Native App for iOS

My Role

As the sole UX Designer, I owned all things design. This included user research, user flows, wireframes, prototypes, and more.

Audience

Makeup wearers ages 16-70

Device

Native App for iOS

Deliverables

High-Fidelity Wireframes

Prototype

UI Designs

User Research Analysis

Usability Testing

Sitemap

User Flows

User Personas

Scope

Design some initial features of the app for a very Phase 1 MVP

User Research

Talking to real beauty consumers

Before settling on a solution, I wanted to talk to real people to understand the different habits, motivations, and frustrations consumers have around makeup. Through user interviews and surveys, I gathered data from 100+ makeup-wearers about their experiences with cosmetics, shopping, and how technology might enhance the experience. These were some key insights:

The Need for Guidance

Consumers seek trustworthy guidance in navigating the beauty market.

Price Matters

Price consideration significantly influences makeup purchases.

Emotional Connection

Makeup is tied to emotions and vulnerability, demanding sensitive handling.

Simplifying Choices

Consumers crave a solution to eliminate guesswork on which products are best for them.

Finding the Right Shade

Identifying the perfect foundation shade remains a challenging task.

Unbiased Assistance

Users hesitate to trust retail consultants due to perceived bias.

Strategic Solution

Armed with insights from our initial exploration, we envisioned the Beauty Expert app.

This native platform will enable users to discover their new favorite cosmetics by connecting them to the products and beauty industry experts that will best serve their unique needs at various price points.

From a Business Standpoint

This solution will lower the quantity and frequency of cosmetic returns at beauty retailers worldwide, resulting in a higher net revenue for these establishments.

From a User-Centric Standpoint

This solution will empower our users to strut through that makeup aisle with confidence, and encourage them to embrace themselves through the power of beauty along the way.

Competitive Analysis & User Personas

Setting the Foundation

Before diving into the design process, I conducted a competitive analysis to understand the landscape. I created a SWOT profile, dissecting platforms like “Just Answer” and “Beautylish” whose offerings had similar elements to what we imagined for Beauty Expert. This analysis paved the way for a more insightful approach to building our app. With valuable insights from user research and a clear strategic solution in place, I created User Personas. These personas bridge the gap between data and human stories, fostering empathy, uncovering motivations, and highlighting pain points. They guide every design decision, anchoring us to the user's perspective. By integrating these personas into Beauty Expert, we craft an experience that resonates with our diverse user base, making cosmetics shopping intuitive, enjoyable, and personalized.

Feature Planning and Prioritization

At this point in the process, I consulted with stakeholders to define the features that would be included in Phase 1. While I recommended prioritizing features related to the product matching service (Find my Match) and the video consulting service (Find my Expert), the final stakeholder decision was to reserve these developments for Phase 2. Phase 1’s primary feature focus would be the onboarding process, the dashboard, the Beauty Profile, and Makeup Bummers.

Information Architecture

Defining the Architecture

Now that we’d defined the features included in Phase 1, I began creating user flows to better visualize how users would navigate through the app. As new insights emerged through wireframe iterations, the flows would continue to shift. After these initial flows, I conducted an Online Hybrid Card Sorting Study with participants from our target audience. This study uncovered valuable patterns, guiding the logical and user-friendly organization of Beauty Expert. Post-analysis, I made adjustments to the organization and feature naming to enhance understanding. These insights culminated in the creation of a detailed sitemap, effectively outlining, connecting, and establishing hierarchical levels for the app’s functions.

Iterative Wireframes

Wireframe Evolution

Having established an idea of the hierarchy and how users will navigate through the experience, I mapped out Low-Fidelity Wireframes to outline Phase 1's core features and navigation. I refined my design approach and advanced to Mid-Fidelity Wireframes which allowed me to add more specificity to each screens and the app’s overall functionality.

Transitioning to High-Fidelity wireframes, I focused on improving usability and simplifying unnecessary elements. These grayscale wireframes were linked into a clickable prototype to be tested by potential users during Usability Testing.

Mid-Fidelity Wireframes

High-Fidelity Wireframes

Usability Testing

Validating the Experience

I began the Usability Testing process by creating a comprehensive test plan, script, and enlisted 6 participants ranging from ages 18 to 55 to complete specific tasks using the prototype. My primary objective was to gauge users' initial experience navigating the app, overall functionality, and intuitiveness. Following the testing sessions, I analyzed the collected data, extracting and categorizing observations, errors, as well as positive and negative quotes using an Affinity Map. To more easily share this data with stakeholders, I transferred these insights into a Rainbow Spreadsheet. This document facilitated the prioritization and action planning to address identified issues in the upcoming iteration.

Additional iterations

After this round of Usability Tests, the wireframes underwent two more iterations, accompanied by additional testing, to address any identified errors and make further refinements. The testing process persisted until no errors were reported.

Visual Design

Crafting and Validating the User Interface

Now it was time to begin designing the User Interface. There was no design system in place, but I had a set of Brand Guidelines to work with. I shared the designs with stakeholders for their feedback, and then did a final round of testing with these new visual elements in place. This final round of testing validated our initial hypothesis and overall objective for the initial MVP.