Elevé Cosmetics
Timeframe + Logistics
MY INVOLVEMENT
80 hours of comprehensive design work: end-to-end design. This work involved: creating a research plan, conducting secondary and competitive research, conducting user interviews, developing user personas, defining the mood board, organizing information through task flows, synthesizing research, creating lo-fi and hi-fi wireframes, conducting usability testing, developing a UI kit, revising hi-fi wireframes and prototype.
TEAM
Individual Capstone Project - DesignLab 2023
Project Overview
STORY
In the realm of beauty, consumers now prioritize awareness about the ingredients they use, echoing the organic trend. Clean beauty, driven by concerns over product components and their impact, has gained substantial traction. The trend surged post-COVID, as health-conscious consumers sought natural ways to nourish skin minus chemicals.
Clare Hennigan, Senior Beauty Analyst at Mintel, envisions clean beauty evolving beyond "free-of" claims. She envisions a holistic approach, considering a product's ecological and health implications, pushing for ethical and safe choices.
Based in Austin, Elevé Cosmetics is a local gem embodying clean and ethical beauty. They harness nature's offerings to create a range including "organic, non-toxic, anti-aging makeup, skincare, and beauty products." Founded by two sisters, Elevé enhances natural beauty rather than concealing it, pioneering a transformative path where beauty aligns with well-being and environmental mindfulness.
PROBLEM
Elevé Cosmetics faces a significant challenge due to the absence of an online store presence. Operating primarily through Facebook and relying on in-store transactions, the brand encounters issues with accessibility for both potential and returning customers. The lack of an e-commerce platform restricts the ability to make online purchases and gather information about the business, impeding growth and generating customer dissatisfaction.
Secondary and Competitive Research
RESEARCH FINDINGS
During the Elevé’s re-design, delving into the realm of clean beauty was paramount. Gaining insights into the market and analyzing competitors played a pivotal role in shaping Elevé's business and marketing approach. By capitalizing on the weaknesses of current rivals and adopting successful strategies, Elevé aims to forge a distinctive local advantage in the Austin market and expand its influence beyond.
User Interviews
DISCOVERING PAIN POINTS
In my quest to uncover user pain points, I carried out three semi-structured interviews to gather qualitative data. This information proved instrumental in shaping personas, pinpointing user challenges, and obtaining a deeper understanding of their behaviors. These insightful user interviews were conducted via Zoom, with transcripts generated from audio recordings to facilitate thorough reflection.
MAGIC WAND QUESTION
The "magic wand question" has proven highly effective in user interviews. By asking participants about their perfect online beauty shopping experience and the tools they'd value most, I gained valuable insights into their preferences and needs.
User Personas
A REPRESENTATION OF USERS
Following the conclusion of user interviews, a crucial step involved synthesizing the gathered insights into two distinct user personas. This strategic move empowers Elevé to pinpoint its target audience precisely: Who will engage with Elevé? What demographics do they represent? This information will shape later design discussions.
Information Architecture
HOW SHOULD WE ORGANIZE?
Creating a cohesive design hinges on smart organization, akin to arranging a kitchen or bedroom for intuitive use. Drawing from user interviews through techniques like affinity mapping, we shape site maps and task flows that form the backbone of Elevé's design structure.
Research Synthesis
HOW MIGHT WE?
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How might we eliminate the stress of in-store shopping through a better online method?
How might we make online shopping more organized and efficient?
How might we make finding new beauty products fun and explorative?
LO-FI WIREFRAMES
GEARING UP FOR USER TESTING
To initiate user testing, I crafted a lo-fi prototype. This not only garnered valuable user insights but also facilitated the transformation of my initial sketches into a more deliberate and polished design.
USABILITY TESTING
USER TESTING
I tested the hi-fi prototype through three in-person usability sessions. Participants interacted with the prototype, completing tasks like account creation and adding products to the cart.
RESEARCH GOALS
The goal is to create a user-friendly website that enhances brand recognition and online sales by targeting the right users. Key questions include the role of skincare/beauty in people's lives, reasons for purchases, usage frequency, buying habits, and subscription preferences.
DESIGN
CREATING A BRAND
User testing drove the refinement of Elevé's platform. Insights, mostly design-oriented, shaped adjustments like larger buttons, refined colors, and a smoother flow. Capturing Elevé's warm, clean, ethereal essence through color and typography was a top concern.
HI-FI WIREFRAMES
FINAL PRODUCT
Through user testing and personal refinements, I've transformed the interface into a seamless and visually pleasing experience. The hi-fi prototype showcases two core flows: account creation and product addition to the cart.
CLOSING THOUGHTS
DESIGN IS ITERATIVE
In 80 hours, despite design constraints, I'm proud of the comprehensive and creative work I've accomplished, informed by user research. Design is an iterative process; I'd invest more time in post hi-fi wireframe user testing to gain insights. With research insights, I'd refine wireframes. My belief: design is therapeutic, a beautiful, intricate, and iterative process.
