Transforming the Makeup Testing Experience
An application aimed at improving current shade finder quizzes for individuals who are unable to shop in-person.
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The effects of COVID–19 have changed the shopping experience for many beauty users. Therefore, the focus is to identify the current methods and services employed by beauty stores, post COVID-19, to address safety concerns associated with testing makeup using in-store applicators.
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To gain insight into user experiences on makeup testing, I interviewed 6 individuals who: wear makeup or foundation regularly, have varying makeup abilities, and possess technical usage skills.
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Evaluate the existing online shopping experience for beauty products, specifically in terms of shade matching and product recommendations. Additionally, identify the limitations and challenges faced by individuals who are unable to shop in-person and rely on online platforms for purchasing beauty products.
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~ 20 weeks
Spoiler Alert
Interact with the Shade ID app and find the perfect shade for you!
Project Overview
The effects of COVID-19 have changed the shopping experience for beauty users, particularly those who typically would go in person to test makeup products. Swatching, swiping, and slathering makeup is seen as unsanitary due to the unprecedented viruses that can live on beauty products. For instance, a team of researchers from Aston University have found potentially harmful bacteria in around 90% of cosmetic products. Bacterium detected included dangerous strains such as E. coli and Staphylococci, with the highest traces found on mascara, lip gloss and applicators. The data suggests a need to improve the safety and efficiency of makeup testing experience.
Before the pandemic, there have been companies who have revolutionized the try on experience for users. Most notable has been Sephora, who launched Color IQ- an AI tool that matches users accurately to their unique foundation shade. This discovery became the backbone of my project, Shade ID, as I sought out ways to refine existing technologies.
The Challenge
The makeup industry is a large scope, to refine my problem statement I decided to focus on the testing experience for foundation and concealer products. With the scope narrowed, I then searched for a solution to address the following:
For Beauty Lovers…
Increase accessibility and improve reliability: provide users with an alternative yet practical way to safety test out foundation products that accurately match their unique shade.
For Beauty Retailers…
Maintaining integrity and engagement of the testing experience as it shifts to virtual mode while ensuring users are at the forefront of decision making.
Thus I asked:
How might we evaluate existing technologies for shade matching and identify limitations or challenges faced by individuals who rely on online platforms for purchasing products?
01 The Research Process
I began the project with the two objectives: exploring existing technologies for shade matching and the effectiveness of these technologies. To understand my problem space, I utilized a variety of research methods.
Competitive Analysis
A competitive analysis proved necessary to understand the effectiveness of the AI virtual testing experiences in place. Below are the top 3 competitors researched:
1. Color IQ Sephora
Description: For accuracy, users can go in person to their local Sephora to receive their shade match, application considers depth, saturation, and undertone when shading matching users.
Limitations: For users unable to go in person, Color IQ is unfortunately nonexistent on the Sephora site. Instead, the platform provides a vague questionnaire which may confuse users.
2. Findation
Description: Allows individuals to use the foundation shade(s) they are currently using to find those shades in other products/companies.
Limitations: This site does not consider first time makeup users who may not have a foundation shade in use.
3. Fenty Beauty
Description: Implements a virtual shade try-on tool on their site to provide users with an opportunity to try on foundation directly through their mobile camera.
Limitations: This platform only allows users to try on product directly from the Fenty brand which could limit all available options for users.
User Research
Individuals who participated in the interview + survey are all frequent makeup buyers who make purchases both in person and online. Although, most participants rarely utilize virtual try on applications, I wanted to confirm a need to have this software available.
Target Audience:
Any beauty lover, of any skill level, who shops for foundation regularly.
Users who struggle to find the correct shade that matches their skin.
Define
User Persona
User Insights
From the surveys distributed I gathered the insights into 3 main groups.
1. Frequency
Testing product was a commonality shared amongst users further proving the importance of maintaining its integrity.
2. Effectiveness
Based on the data, the testing experience significantly influences purchasing decisions.
3. Restraints
Users hold hesitations when it comes to utilizing virtual try on applications, it is crucial to inform them of the benefits.
02 Synthesizing Data
Once I formulated my top insights my next task required fine tuning.
Refining our HMW statements
How might we evaluate existing technologies for shade matching and identify limitations or challenges ?
Before
HMW motivate users to trust and utilize virtual try on applications?
During
HMW improve the effectiveness and experience of virtual try on applications while still maintaining the in person utility?
After
Ideation Taskflow
Flow 1
Onboarding
Flow 2
Shade ID & Purchasing
03 Idea Exploration
Informed by research insights, I began generating first idea sketches for:
1. Creating a beauty profile
From our user flows, I created a questionnaire that users would receive during the onboarding process.
2. Virtual Try On Feature
These sketches, showcase the implementation of the try on feature, in which users will have the opportunity to test foundation in real time.
04 Prototype Testing
After spending time perfecting my style guide, I began constructing my high fidelity screens. Once those screens were finalized, I tested my prototype on the user’s I surveyed at the beginning of my project.
What did I uncover?
The participants BELIEVED in my design and capabilities and were excited to see the final prototype - as they had been present the entirety of the project.
Users provided constructive feedback that became useful for design improvements.
Users mentioned a need to interact with the product more organically, which I later took into account.
04 Final Design Recommendations
Based on the user feedback from the usability testing, I implemented the suggestions to refine my final design.
Initial Try On Screen
Concern
Users were unclear on how to navigate this page, due to technical constraints it was difficult to demonstrate the goal.
Revised Try On Screen
Implementation
Including universal icons to make navigation more familiar.
Adding a pop up to explain button functionalities.
Initial Questionnaire Screen
Concern
During usability testing users were finding difficulty locating their beauty quiz. The heading’s proved misleading.
Revised Questionnaire Screen
Implementation
Adding a pop up to remind users where to locate beauty profile.
Rewording the button headings to make it accessible for users.
04 Reflections, Reflections.
Being the sole designer, researcher, and strategist throughout this case study definitely had its challenges. From communicating and scheduling interviews with all 8 participants, learning the fundamentals of figma, and attempting to implement a live camera on my prototype. Although in the moment I struggled immensely, it taught me the importance of patience and prioritization. I would jot down my top priorities, set a deadline, then aimed to complete the tasks chronologically. This strategy helped to create structure in a time sensitive deadline.
Initially, I thought case study would be impossible to finish since I had no “team”. Reflecting back, I did in fact have a unique crew. By stepping out of my comfort zone and reaching out for support, my team became my wonderful mentor, ADP list experts, lunch club designers, and professionals on LinkedIn.
Working on this project had its learning curves, but it helped me develop the necessary skills to navigate working on a team for the first time with Scroobious. I am thankful for finishing it all the way through!