A web-based beauty product subscription service focused on educating its users on how to apply makeup customized for them. Users are matched with makeup artists that specialize in their makeup style or skin type. Makeup artists teach users how to apply the makeup as well as make product recommendations that are suitable for them.
The client came to us with a vision to disrupt the makeup industry by providing a subscription service focused on personalized makeup education for its users. With no existing website to work off of and just a few simple hand drawn wireframes from the client, my team of three designers was challenged to build the onboarding, mentor/mentee matching flow, and appointment rescheduling process for our client’s business idea.
The client’s initial research informed us that that female makeup enthusiasts in their early 20s would be most interested in makeup mentorship and product subscription service. They wanted us to focus our energy on this segment of users to conduct initial interviews. After 14 interviews, it was clear that the client identified user segment would not be the target market. We found that makeup enthusiasts had hard formed habits and cult favorite products already. They also felt extremely confident in their makeup abilities and did not feel that they would use or benefit from mentorship or product service.
All 14 user interviewers felt strongly that they would not use a makeup service.
most felt “no need” and “I already know how to do my makeup”
users liked “to be in control and know what [they’re] getting”.
What we learned from the interviews that rejected the product idea:
We proposed to the client that we would continue conducting interviews with a younger segment of users, teenagers as a few of our interviewers had offered that this “might have been something they were interested in when they were younger”.
We interviewed 8 teenagers between the ages of 14-21 and found:
We interviewed 1 mom of teenager and found:
We also interviewed cosmetology students and professional makeup artists to learn about the conversation that happens between during first client visits. We kept the following questions in mind when we created a questionnaire:
Teenage girls want a way to explore new makeup styles with a trusted makeup artist because they want to learn techniques that match their developing styles.
From our research we knew that the following was important to bear in mind when designing:
When designing the home page we knew that we needed to accomplish two things:
We created three separate home page prototypes aimed at addressing the above two goals. In prototype 1, we rewrote the short description of Ember Beauty’s service and provided pricing information up front. A “take quiz” call to action was right below the description to prompt users to take the quiz to get started. In prototype 2, we took the client’s own description of its service and started the first question of the quiz on the home page. In prototype 3, we provided no up front information but had a discovery nav bar for users to find their own product information.
As mentioned earlier, we learned from our research that the length of quiz is not as important as its content. With this in mind, I moved forward with a short quiz format, asking only the absolutely necessary information a makeup artist would typically need to know before getting started with a client.
My teammates created two other quiz formats that included: 1) 4 question quiz with emphasis on questions regarding comfortability with makeup 2) longer form 9 question quiz with multiple selections.
The goal of the quiz is to help generate a list of makeup mentors that match most closely with the answers the user provided. In my prototype, I presented the user with three makeup artist to choose from, along with a profile for each artist and their availabilities. Other prototypes provided the user with one option each and different ways to view mentor availability and profiles. My prototype was very well received during testing and we moved forward with a second iteration of it for our final solution.
Given our limited time to research, built, test, and build a multi page, full featured website like this one, we had a few things we wanted to build and test that we didn’t have time to do. We made the following recommendations to Ember Beauty:
The lead website developer also came along to the final meeting which meant we were able to more effectively communicate our recommendations as he is building the website. Ember Beauty’s site is due to launch in early 2017 based off of our prototype.