Inspiring People to take Control over their Personalized Skincare
Proven
Industry: Skincare, E-Commerce
Project Type: Website
Proven Beauty is a stealth startup out of Y-Combinator that personalizes skincare products based upon a consumer skin concerns and goals. Proven uses AI to analyze millions of skincare product reviews to find what products and their ingredients works best for certain skin types and uses this information to formulate four products for Proven's consumers.
MY ROLE
As the primary UX Designer with additional specification on Visual Design and creative strategy, I worked closely on the skincare quiz flow.
USER PROBLEM
Consumers purchase skincare products based upon their friends' recommendations or product reviews, but those friends or reviews may not share the same skin type and therefore can render the skincare products unhelpful or unsuccessful.
SOLUTION
We designed a well-articulated and informative home page to encourage consumers to personalize their skincare through a quick, easy quiz. With quiz analysis, we present products uniquely formulated for them and their skin goals.
Proven Home Page mockups still undergoing branding specifications and usability testing. Since this is a subscription service, we have to entice the users to click on "Take Your Skin Quiz" to complete the online quiz before presenting them with the four personalized skincare items. We drew user attention to the CTA with a brighter color compared to the light blue, white, and black.
DESIGN PROCESS: RESEARCH
"I realized I should have more control over how I treat my skin."
Consumers are drowned in skincare products currently on the market and don't know which one would work best for their skin concerns. So they turn to online reviews or friend recommendations, but consumers do not realize that skin types are unique to each person and those reviews or recommendations may not hold across a variety of skin types. Even through my user interviews, I can see the different, defined consumer skin goals and concerns. Consumers are so tired of trying new products, spending so much money, and seeing no results.
The stakeholder problem was that Proven did not know the best practices for quiz-based subscription models while the consumer (user) problem was paying for and spending so much time on products that did not work well with his or her skin type.
I conducted in depth user interviews to find the pain points and issues consumers are currently experiencing when finding effective skincare products, usually at coffee shops in Financial District or the Mission.
Comparative Analysis: Native, Care Of, Stitch Fix
DESIGN PROCESS: IDEATION
Design the home and personalized quiz with a sense of uniqueness for each consumer.
While the stakeholder goal was to increase subscription orders, I focused on the consumer goal of finding effective skincare products that are actually formulated for his or her skin type.
I ideated based upon comparative analysis and user interviews for an easy, informative personalized quiz. And I redesigned the site map to articulate the major user flow.
Major Iterations
1. Update the primary navigation, hero image, and CTA copy
2. Creatively developed three product pro's to showcase on the home page alongside corresponding icons
3. Design to showcase product reviews closer to the top of the home page
4. Redesigned the personalized quiz to have more questions, but easier auto-advance answers
5. Redesigned the Results page to present the four skincare products and their purpose clearly while enticing the consumer to checkout to receive a full skincare report
6. Redesigned the Results page to have the results, checkout, and confirmation vertically on one page
7. Added options to choose a sample or subscription for the consumer, adding a "most popular" to the subscription choice
High Fidelity Wireframes
I was able to start visualizing the information architecture and hierarchy of the home page while directing the user to easily click on the CTA.
Personalized Quiz Iterations
We researched many personalized quiz subscription platforms to make quality iterations on the existing Proven personalized quiz.
Our personalized quiz iterations underwent usability testing to maximize ease of use.
DESIGN PROCESS: DELIVERABLES
Key research findings, sitemap, user flows, quiz mockups, high fidelity wireframes.
I focused the redesign on the home page, personalized quiz, and checkout page. I wanted to empower consumers to take care of their skin but to try a skincare product that has been formulated uniquely to their skin goals and concerns. The design for the personalized quiz focused on quick question transitions and understandable copy.
Tools: Sketch3, InvisionApp, Procreate App
Results + reflections
I struggled with the proper UX process and had minimal user testing and feedback to my designs. Looking back, I would have preferred more time to test my designs to find any confusion, error, or pain points.
Next steps would include improved information architecture of the other pages available to the consumers (blog, about, etc.) as well as a heavy amount of usability testing for the home, quiz, and results pages for the checkout flow (the most important flow).