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Background
Digitalisation in Beauty Sector.
We want to further digitalise the customer experience in the beauty sector. During Covid, Watsons (O+O e-com platform) created an AI feature called Foundation Finder to help online customers find a foundation that matches their skin tone and skin type.
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Research
Guerrilla Testing
11 Shoppers
AI vs Human
Foundation Tone
Watson Store
To verify if our assumptions on AI Foundation Finder, the UX team decided to test out the prototype alongside with a beauty advisor and shoppers at a Watsons store.
Users are
Users are
Users
Interview
1-on-1
Interview
Makeup Habit
Conducted an interview to get customer motivation and pain points from their habits on making up, shopping, beauty need, and lifestyle.
Users's main makeup info from
Users use make up to
Users get motivated by
🔎 Findings
Social content is a common channel where customer gain beauty insightture
Beauty product users look for boosting self-confidence and fulfill career expectation
Makeup routines and needs are diversed depending on personalized conditions
Customers are aware of their expenditured fulfill career expectation
Beauty user prefers getting a brighter foundation tone result rather than an actual matching tone
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Workshop
🤔 Challenge
Tech Team
The technical team believe AI Foundation Finder is ready to launch
Product Lead
The Lead wants to launch the feature ASAP
UX team
Guerrilla test reveals foundation colour tone is not accurate based on users’ actual skin tone
💡 Facilitate Workshop to Secure Consensus
Heading to idealize the enhanced feature and get aligned project direction, a team is formed to provide and consolidate features based on our created personas.
24 Participants
Tech Head
Beauty Advisor
Developers
Marketing
UX/UI
Legal Advisor
Assumption Mapping
We utilised 2 personas to let stakeholders easier to emphasize on users and to generate ideas. The map helps prioritising hypotheses and balancing user desirability, business need and technical feasibility,
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Exploring Solutions
How Might We
After HMW questions were placed, we entered a voting section where we selected 5 HMW questions for further sketches and layout.
Brainstorming
After HMW questions were placed, we entered a voting section where we selected 5 HMW questions for further sketches and layout.
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Output
Preliminary User Flow
After extracting a concrete result from the workshop, the rest is up to the layout building.
