Helping a global skincare and make-up brand rethink their approach to online beauty advice and e-commerce
In 2018 I acted as Design Director on behalf of a global skincare and make-up brand to help them ideate customer centric solutions via a sprint based design process.
Our client ran a highly successful skincare and make-up business but a growing number of competitors selling quality products via digitally enabled experiences had significantly affected their market share and negatively affected their brand perception.
Our role was to help our client reassess customer needs and to create concepts that could help drive the clients business forward in a relevant, unique and profitable way.
To help our client, we ran 4 one week design sprints. Each sprint covered agreeing a long-term goal, inspiration, ideation, storyboarding, prototyping, testing and final review. This enabled us to quickly move from initial hypotheses into informed solutions validated by customers. Each final review was communicated to wider business stakeholders, keeping them abreast of progress and key findings. Final deliverables included a strategic positioning document, high fidelity concepts, eco-system architecture and sample user journey flow diagrams.
Our solution fused traditional e-commerce principles with smart tools and personal advice all delivered via a unique platform… (and unfortunately that’s about all I can say!)
The benefit of following this process was the speed at which we could overcome preconceived notions of what is right and what is wrong and move quickly into customer informed solutions. Looking at their existing business, our client could begin to see what new features needed to be created, what existing features needed to be evolved and what existing features were fundamentally broken. It enabled our client to start considering future brand positioning, operational and technical requirements.