TIMELINE
4 weeks
TOOLS
Figma
Balsamiq
Midjourney
ROLE
UX/UI Designer
We all have been in this situation at least once or twice.
When faced with too many options, we often struggle to make
a decision and settle for scents that don't fully resonate with ourselves.
CONSUMERS ARE OVERWHELMED BY GENERIC OPTIONS
I. PROBLEM
PERSONALISATION IS THE KEY
II. SOLUTION
Simplify the decision making process
Give user the sense of empowerment
Create an emotional connection between the user and the app
Tailored personalisation will:
Facilitate user perception of good value via lower monthly price and free samples
Create regular interactions with
users and foster loyalty
Attract more users and
strengthen the app’s market position
Subscription feature will:
...”SEPHORA TRIED TO ADDRESS THE ISSUE BY OFFERING IN-STORE FRAGRANCE CONSULTATIONS”
Based on tha fact I learned during my white paper research, I conducted competitor analysis on a three top fragrance competitors in the market.
COMPETITORS STRUGGLE TO OFFER UNIQUE FRAGRANCES
IV. MARKET RESEARCH
...”70% OF YOUNG UK CONSUMERS WANTED TO WEAR A “DIFFERENT FRAGRANCE” TO EVERYONE ELSE”
URGE TO “SMELL UNIQUE”
III. WHITE PAPER RESEARCH
I started my process with a white paper research.
I was looking for some insight, motivations and problems and then I came across the article from Cosmetics Design Europe -
For a detailed SWOT analysis - click here
V. USER INTERVIEWS
To shape the app’s design more I focused on understanding user frustrations and fears, identifying barriers and aligning with user hopes and goals. Based on this goal, I conducted user interviews and from them, I created affinity map.
To view an interview questions - click here
7 OF 9 INTERVIEWEES HIGHLIGHTED THE IMPORTANCE OF UNIQE FRAGRANCES
VI. MAIN INSIGHT
THEME I
THEME II
THEME III
IMPORTANCE OF PERSONALISATION AND UNIQUENESS WAS THE BIGGEST INSIGHT
PERSONALISATION
CUSTOMER REVIEWS
FRAGRANCE SAMPLES
Consumers seek unique fragrances that reflect their individuality and identity.
Consumers find it harder to commit to a full size bottle if they are not trusting the brand.
Option to purchase a sample selection enhances trust in the consumers.
Consumers place a high value on personalised fragrances and ability to create custom scents.
Customers reviews significantly influence user’s purchase decision.
The availability of samples are essential for consumer to try and discover new fragrances.
VII. USER GOALS MEET BUSINESS GOALS
HARMONISING GOALS
After reaching a final ideas from my HMW statement, I wanted to delve even deeper to ensure that my design goals will alight perfectly with both user needs and business aims.
I started to writing down what business and user goals could be, or are based on the knowledge I had from the UX research.
Based on that, I conducted design goals which perfectly aligned with both od them.
VIII. TASK FLOW
ENSURING EFFICIENCY AND EASY USE
TASK FLOW I
CREATE YOUR SIGNATURE SCENT
Help to guide users through the personalisation process effectively and gather important data.
Splash Screen
Start Quiz
Sensitivity or Allergies
Scent Preference
Occasion Preference
Notes Preference
Create an account / Log In
Profile
Loading Results
Skip
Edit
User can do quiz later in the profile section
Scent Wheel
Preferred Notes
Edit
User can remove items or do quiz again
TASK FLOW II
START YOUR SUBSCRIPTION
Help users easily explore a variety of fragrances, fostering regular visits to the app.
Confirmation
Recommended perfume selection
Build your bundle
Select perfume
Select delivery date
Select free samples
Start Subscription
Choose one
Checkout Process
Subscription Page
Skip
User can purchase subscription anytime
My subscription
My next delivery
Edit
User can edit/cancel subscription or delivery
Confirmation
Error try again
IX. PROCESS OF DESIGN
INITIAL IDEAS AND NEW DIRECTION
To enhance UX and add a modern touch, I redesigned the "preferred scent section" for a cleaner, interactive and more visually appealing UI.
To keep the design easily scannable, I included a brief "scent description" to help users understand the fragrance and its associated emotions as well as “steps counter”.
In the "preferred notes section," I added brief descriptions to help users understand and learn about the notes they choose, making it easier for them to associate with and decide on a scent.
To increase engagement and loyalty, I added a small mention of the subscription boxes to encourage users to subscribe and become returning customer.
To prioritised familiarised navigation I displayed the fragrance ml, price and reviews to the very beginning of the screen.
To build brand trust and transparency, I included an ingredients list so users can
easily see all components and allergens.
I also included a subtle
one-word description of
the fragrance, to provide quick sense of its essence.
BRAND MESSAGE
Luna embodies the essence of elegance, mystery and minimalism which perfectly aligning with a black design.
Just as the moon illuminates the night sky, Luna illuminates your fragrance journey, guiding you to discover your uniqueness.
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Body medium
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Urbanist [Bold]
Urbanist [Bold]
Urbanist [Bold]
Urbanist [Bold]
Urbanist [Regular]
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Urbanist [Regular]
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Urbanist [Regular]
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White [Button]
Black [Primary]
Jaguar [Secondary]
Festival [Tertiary]
Valencia [Tertiary]
De York [Tertiary]
Valencia 45% [Tertiary]
STYLE GUIDE
FINAL DESIGN
