Introduction:
As the beauty industry pivots toward personalized experiences, Olay, a globally recognized skincare brand, sought to create a breakthrough digital solution. Their vision? To offer custom product recommendations using just a selfie and a few user responses. I had the privilege to lead the UX design process, and this case study delves into our journey and the overwhelmingly positive results in the US and China.
The Challenge:
With a vast array of skincare products available, many women found it challenging to identify which Olay products would best suit their unique skincare needs. The primary goal was to simplify this decision-making process using technology, ensuring users felt confident in their choices.
Research & Ideation:
Our preliminary research involved understanding our users: their skincare routines, how they choose products, and their familiarity with technology. With surveys and focus groups, we gathered insights that underlined the need for a quick, intuitive, and informative tool.
The Solution: A Two-Pronged Approach:
- Selfie Analysis: By leveraging machine learning and facial recognition technology, the app would assess skin age, texture, and problem areas from a user-uploaded selfie.
- Questionnaire: To supplement the selfie analysis, users would answer a few key questions about their skin concerns, daily routine, and environment.
Prototyping & Testing:
With our direction set, we developed a low-fidelity prototype. This allowed us to test the flow, particularly the selfie upload process and questionnaire format. Feedback from initial users was invaluable, leading to interface improvements and clearer instructions.
Design Considerations:
- Simplicity: The user interface was kept clean with a focus on easy navigation.
- Guidance: For the selfie feature, guidelines were provided to help users take photos that the software could analyze accurately.
- Localization: Given the aim to launch in both the US and China, we had to ensure the app's cultural adaptability, especially in questionnaire wording and design aesthetics.
Launch & Results:
The web and native app were rolled out initially in the US and subsequently in China. The response was phenomenal:
- User Engagement: Over 80% of users who started the process completed the selfie and questionnaire, reflecting the app's user-friendly design.
- Sales Impact: In the months following the launch, Olay saw a 25% increase in sales in the US and a 30% boost in China, directly attributable to the personalized recommendations.
- Feedback & Reviews: Users praised the innovative approach, and many noted newfound trust in Olay products due to the brand's tailored advice.
Conclusion:
Olay's venture into personalized skincare recommendations through digital innovation reaffirms the importance of understanding user needs and integrating technology in UX design. The project's success in both the US and China underscores the universal appeal of personalized experiences and how they can drive both engagement and sales.
