marina kozlova general assembly uxda
TRANSCRIPT
GENERAL ASSEMBLY UXDAMarina Kozlova / February 2017
I T ’ S W H AT ’ S I N S I D E
T H AT M AT T E R S
MY MOTIVATION
Skincare is a very personal maDer. It’s oIen hard to trust a
skincare product or brand which you use on a daily basis. It’s also a struggle to pick the right skincare if you have an ethical mindset
and really care about where it comes from and how it’s been produced.
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MY MOTIVATION
?
MY BIG QUESTION
How do I influence what’s inside
my skincare product?
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Brand Product / Brand Informa=on
Range & Test op=ons
Key AudienceUI/Ease of useOverview
Website
App
Strong Social Media presence
Flagship stores offering fresh product range
Brand’s own skincare, makeup, hair and fragrance
Product finder App - opXon to search by product group or user’s mood
Environmentally conscious audience who like to buy fresh products and to know what ingredients they contain
Website & App: easy to use, simple search funcXon and product categories structure
Site and app provide background informaXon on ingredients and product benefits
Website features acXvist secXon with insight into companies’ ethical buying and producXon policies
Website / E-shop
Monthly Beauty Box delivery
Website: Simple, well structured E-com set up
Skincare category features search by ‘skin problems’
OpXon to search via ingredients
Not enough informaXon on product benefits and ingredients
Barely informaXon on what skin types products are for
But: dedicated vegan secXon with info and product suggesXons
Fresh handmade cosmeXcs manufacturer with high street and online presence
Various organic brands incl. skincare, makeup, hair and nails
Monthly Beauty Box delivery opXon - helps to explore new products and test them before purchasing
Online retailer specialised in natural organic beauty
Health conscious beauty fans who like a holisXc approach to life and prefer to buy 100% organic products
Up-market online retailer offering a large selecXon of non-organic and organic products
Website / E-shop
Augmented reality App - helps to test products (makeup only) and then purchase them
Large selecXon of non-organic and organic brands
Search via Brands or department on website
OpXon to try products (makeup only) and purchase via App
Lifestyle conscious women and men with high income who focus on good looks and general wellbeing
Website: well structured but navigaXon crowded with too many opXons and sub-categories
Healthy Living secXon on website offering background info on beauty and supplements Pick & Mix Sample service - opXon to try products before purchase
COMPETITOR ANALYSIS
Key findings
- Brands like to adverXse what’s inside the products, especially if they are higher priced
- Websites offer a clear search funcXonas the number of product categories can be infinite
- Brands offer product up front in testers size because people like to be convinced upfront before they buy a product
Channels
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AFFINITY MAPPING
Product features
Rou.ne & habits
Trust & ambassadorship What’s else is important?
Key findings
- Prefer to hear about the product from someone who has used it or has authority (e.g. advisor in pharmacy or shop)
- Like to know what ingredients the product contains and if it comes from an ethical background
- Product choice and purchase needs to be quick and convenient without sacrificing quality
- Don’t think about what’s inside their skincare products as they can’t see it
- Find organic skincare and pharmacy websites/retailers oIen too cold in look and impersonal, don’t trust them
Product choice
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WAIT A SECOND…
AIer finding out what problems users actually
need help solving, I decided to revise my big quesXon.
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REVISED BIG QUESTION
How do I help users to find the right skincareproduct to suit their personal skin condiXons,
beliefs and lifestyle?
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PROBLEM STATEMENT
How do I find a new product which addresses all
my personal needs, how do I know what’s inside it and whether it’s good for me?
EXAMPLE PERSONA
Name : Olivia Occupa=on: Literature Student Age: 21 Considers her skin difficult and struggles to find out what the best skincare products are to cover her needs.
Needs- Has Eczema and allergies so needs some guidance on which products to use to fight it - Would like to know where to find and easily purchase products for her specific skin type and budget
- Would like to know that the skincare or beauty products she is using haven't been tested on animals
Olivia is a young student who s=ll lives with her parents in the suburbs of London. She spends a lot of Xme studying and hanging out with friends from the neighbourhood. She likes online shopping - it’s a lot easier for her as she doesn’t always have access to shops in the city.
Olivia loves animals and volunteers at the Zoo in her spare Xme. Her parents have had two dogs when she was growing up - one of them passed away just recently which really upset her. Olivia loves to experiment with beauty products, but has a recurring Eczema which really annoys her because she can’t use most of the products. She admits that she is a bit lazy and gets frustrated when she spends Xme online and can’t find the right products to buy. She would then just use her mom’s face cream because she has similar skin and she trusts her opinion the most.
Olivia boyfriend is vegan and taught her a lot about natural ingredients and how they are good for you and she would like to know more on this topic but doesn’t quite know where and how she can find this informaXon.
Frustrations- Doesn’t know where to find the right products which are safe to use on her difficult skin - Is frustrated that there is never enough informaXon on ingredients when she wants to buy beauty products
- Would like to experiment more with beauty products but is not sure if she can use them safely
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IDEATION
I think it’s going to be an app…AYer thinking of many different outcomes I have decided this has got to be an app because…
- Has to be accessible on the go as users would like to have the opportunity to find out more about the products they are about to purchase
- Has to offer a lot of personalised choices in terms of product
- Has to be educaXonal and provideinformaXon about the products and the ingredients inside the products - Has to be premium-looking but accessible in terms of look & feel to target the right audience
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USER FLOW 1
Key findingsAt this stage I am not sure how to build in a filter to enable filtering products into products in categories so I am going to keep this in mind when prototyping.
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USER FLOW 2
Key findingsThis flow is very straight forward and almost feels like an addi=onal feature which can be added to user flow 1. I might try and join the two together and see if it works.
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PAPER PROTOTYPING 1
Do this betterAdd features like skin type, special skin condiXons etc.
Add user raXngs & reviews
Do this betterClearer language
Add a home screen I can come back to
Do this betterDepending on final navigaXon, is this screen necessary?
Do this betterSame as skin selector screen : add a search window for addiXonal criteria selecXon
Do this betterAdd a search window for addiXonal criteria selecXon
Do this betterAdd more informaXon to product such as price, raXngs etc.
Key findings- It’s good to keep it simple - Main nav is missing to go back
or home, I have to think of how to integrate it
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PAPER PROTOTYPING 2
Do this betterAdd image of ingredients lisXng on pack, difficult to understand idea otherwise
Do this betterMore features in icon form - what is this ingredient good for?
Do this betterMore info and raXngs to help with purchase decision
Do this betterAlso add ‘bad’ ingredients or features in case user wants to avoid them
Key findings- This flow has the same outcome as the 1st flow -
user is being redirected to retailer website
- It feels like product informaXon needs to be more detailed, so I will invesXgate in usability tesXngs as to what people want to see to help them with purchase decision.
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STORYBOARDS
Key findingsThe problem could be approached from two different angles: 1. I want to find a product that fits all my criteria quickly and easily2. I want to check what’s inside a product I already have or am about to purchase
The phrasing is not clear enough to me on home screen, the CTA on buDons for the two different acXons needs to be more disXncXve.
I need a top nav bar which enables me to go back to previous screen or home screen.
I need more detailed product descripXon and reviews to product screen.
Second user flow idea is really good - how can we incorporate this?
USABILITY TESTING 1
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WIREFRAMES 1
What I’ve done and why
- Clearer language, especially on buDons because users need to know exactly what the opXons are
- Added features to product pages like price, raXngs and ingredients/personal skin criteria because this reassures users and makes purchase decision easier
- Started to draI up and incorporate second user flow because it was considered as a handy feature for users for the scenario when they are on the go and would like to know what they are about to purchase
What’s to do next
- Create a second user flow to bring the ‘scan tag’ idea to life and join the two user flows
WAIT A SECOND…
Can I join these user flows up so they are part of one app and
tackle the problem from two different angles?
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REVISED USER FLOW
Questionnaire Choose my skin type
Choose other crieteria
Ingredients scanner
Scan an ingredients tag
Select an Ingredient
Do I want toview more info on ingredient?
Yes No
Scan another tag
List of ingredients
Detailed info on ingredient
Do I want to know if ingredient is 100% organic?
Yes No
Filters prodcuts
DOWNLOAD APP
Whist productsdo I want to
look for?
Hair care
Body care
Facial care
Skin type 1 Criteria 1
Product suggestions
Do I want to view more
product info?
Yes No
Detailed product information
Yes
Would I like to buy this product?
No
3RD PARTYPRODUCT WEBSITE
Do I want to chat to an
expert?
Yes No
Do I want to see other products
like this?
NoYes
Expert Chat
What I’ve done and whyI have created a second user journey based on the ‘scan product’ idea. Users will now be able to solve their problems from two different angles - search for a new product that fits their needs or check if an exis=ng product has all the ingredients and benefits they desire.
What is this app about? I need a screen that introduces me to the app and tells me what I can do with it.
What body parts is the product I am looking for aimed at?Please help me filter for product categories (body care / facial care / hair care). How do I switch to either of the two opXons when I am halfway through the process?
Hmmm… This product seems really expensive. I would like to know more about the product features before I purchase…
Can I chat with an expert on product page to get first hand informaXon on product from a specialist before I purchase?
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USABILITY TESTING 2
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REVISED WIREFRAMES
What I’ve done and why - Added clear top nav to enable users
to switch between the two user flows at any point of the journey
- Added screen on which users can select a body part which their search is going to focus on
- Added a second user flow which enables users to scan an exisXng product with their phone and get a breakdown of ingredients and benefits
- Added a ‘chat with an expert’ opXon to product page
What’s to do next
- Refine second user flow and add more features
- Refine chat window design
- Start doing the high fidelity wireframes
I like the body part selector avatar but I don’t see which body part I can click on. Maybe add some visual indicators/hot spots?
I am male and I would sXll love to use this app but I can’t relate tothe female avatar
I would like to see an addiXonal personal user profile feature/screen where preferences are saved
I miss a “save to favourites” feature on product pages
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USABILITY TESTING 3
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NEXT STEPS
Add personal profile feature
Split navigaXon into gender
Make feasible through affiliates
Think of who the best
product ambassadors are for chat feature
THANKS FOR LISTENING
Marina Kozlova / February 2017