GlowSkin

An end-to-end app helping users discover skincare routines and products

Project Details

My Role UX/UI Designer and Researcher

Duration4 weeks

ToolsFigma

Background

The skincare industry is growing faster than any other segment in the beauty industry. Some argue that this market segment is oversaturated and there are too many skincare brands and products. Now with the proliferation of beauty influencers on the internet, there’s been an overload of information on the internet causing people to feel lost and overwhelmed.

Understanding the problem space around the skincare industry

Secondary Research

What is the problem?

I conducted secondary research to help me identify the problem that people have surrounding their relationship with skincare and shopping for skincare products.

70%

63%

of beauty consumers are overwhelmed by too many beauty product choices

of consumers are confused by beauty product claims

Conducting competitor analysis to understand the landscape in the market

It was important for me to analyze existing competitors to understand the landscape in the market. I found four competitors in the skincare space that offers features such as a routine tracker, skincare product recommendations, and community. This helps me identify any gaps in the market as well as features may be expected from users.

Takeaways:

  • Routine tracking: 2/4 competitors offer skincare routine tracking.
  • Personalized product recommendations : 3/4 competitors offers personalized product recommendations based on users’ profile that contains details such as their skin type, lifestyle habits, and the concerns they’re facing. However, 2/3 that offers this feature are only available for paid users.
  • Product match indicators: 2/4 competitors have match indicators measuring how good a product will be for users’ skin. It also has detailed information that includes its benefits, ingredient list, product attributes, and ingredient compatibility by skin type.

Interviews

Conducted user interviews to better understand the needs of skincare users

In order to truly understand how users feel about their experience with their skincare routine and shopping experience, I conducted four user interviews.

I asked questions about:

  • Their goals when doing skincare
  • How do they know what products to buy
  • What are the frustrations when shopping for skincare products

Interview Highlights

“What I don't like is if I do try new products, I’m not sure how they will react to my skin. I just don’t know what to try.

“I don’t really track my routine - it’s more about building the habit of doing it every day.

There was a time when I was trying to put on sunscreen more but I couldn't get into that routine because it didn’t fit with my lifestyle. It felt inconvenient to me and was a little more difficult for me to adopt.”

Synthesizing my research findings

Personas

Meet Connie, a 24-year-old woman who generally does not explore new products because she’s not sure how they will react to her skin. She wants to explore new products but doesn't know what products to buy.

The persona helped me understand the real pain points and frustrations people have about shopping for skincare products. They revealed some needs and frustrations such as researching customer reviews before purchasing a product and feeling unsure about how a product will react to their skin.

Then there’s Tony, a 27-year-old man who is new to the skincare game. He has trouble making skincare a habit in his daily life because it’s not something he is used to.

NEEDS

To maintain healthy skin

Confidence in making a new product purchase

Motivations

To have radiant looking skin

Motivated by family and friends who are avid skincare users

Frustrations

Struggles to complete a full routine on days when they're short on time

Not sure how a product will react to skin

PROBLEM STATEMENT

How might we help users discover skincare products and develop a routine that’s suitable for their skin type, problems, and lifestyle?

Feature prioritization

Ideate and prioritize solutions

After brainstorming some possible solutions, I created an impact-effort prioritization matrix to help me determine which features to incorporate for my MVP. The features that are high impact and are low-medium effort are categorized under “Must haves” while everything else is “Nice to have.”

How did I determine what feature to focus on?

Since one of the main problems that users are facing is choosing products that are wrong for their skin types, focusing on personalized routines and product recommendations will provide the customization that they need. In addition, users expressed that they need to feel confident in making a purchase so I included additional features such as customer reviews and the ability to sample a product.

Information Architecture

App map

Mapping out the app

Highlights:

  • I found that users have different search patterns so I included both a general search tool in the main navigation bar as well as the product routine search function
  • In order to generate a customized skincare routine and products, users will complete an onboarding flow where they answer a series of questions that will ultimately become their skin profile. Including the Skin Profile page under Account gives users easy access to their skin information.
  • Based on my interviews, one pain point users experience is committing to the number of steps in a skincare routine because they lack the time and energy. Having a personalized "Routine steps" based on their lifestyle and preferences will address this problem.

Creating an intuitive flow for testing

User Flow

How user receive customized routines and products based on their skin profile

When building the flow, I relied on the needs and frustrations of my personas who:

  • Has a difficulty finding products based on their skin type
  • Has issues making a skincare a habit

Designing the application

Wireframes

After creating the user flows, I started creating lo-fi wireframes to focus on the layout of the screens before moving on to the high-fidelity designs that prepares me for prototyping.

Branding and UI

Defining Brand Identity and Visual Design System

I developed the brand identity as well as the visual design system to ensure consistency and cohesion across screens. Some keywords that best described GlowSkin are: fresh, clean, bright, and gender-neutral. I tried to keep these works in mind in designing the logo and brand identity.

High-fi Designs

After developing the brand identity and design system, I created  high-fidelity designs using the brand guidelines to bring my designs to life and prepare for the next step: prototype and test.

Putting it to the test

Usability Testing

I conducted four moderated usability tests of those ranging between the age of 24-27. All of the tests were conducted remotely through Zoom. While the test was overall a success and most of the participants were able to complete the tasks in a timely manner, I learned some pages were lacking vital information.

For instance, some participants revealed that they need more information on the product list page when browsing products (star ratings, value prop badges) before they choose what product to click on to learn more.

100%
of users completed the onboarding flow
75%
of users found the moisturizer
75%
of users ordered a sample with ease

Concerns & Suggestions

"Under key ingredients, I would like to see a “see the full list” so if someone is interested in seeing a full list, they can."

"I would like there to show user ratings, like how many times it's been purchased or a star rating. Otherwise, if this page had 100 items, I would have to look through it individually.

"If there’s an option to add a description of why this ingredient is good or bad, that would be nice."

"I would like to see tags such as (most popular, most affordable, best for sensitive skin, etc.)"

Making improvements

Iterations

The most requested revision was expanding more on the ingredient benefits on the product page. It’s great to have a list of ingredients, but some users didn't know its benefits and how it impacts their skin. In addition, users generally want more information upfront in order to help them decide on what product to learn more from. By adding customer ratings and badges on the product list page, users will have an easier browsing experience.

Reflection

If I had more time

Due to time constraints, I was not able to create every single screen for my app. If I had more time, I would continue building out the remaining screens from my app map and explore an additional flow in which users use the search tool to navigate finding a product. I would also create additional flows for users to 1) set a routine reminder and 2) add a product to their routine since these features are a solution to other problems that users face. From there, I would conduct more user tests on a larger sample of users and continue to iterate.