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SPOTTY    SUMMER 2023
Providing a more accessible and budget-friendly solution for exploring the skincare world

Role
UI/UX Design, Branding Design

Duration
Jul 2023 - Sep 2023

Tools
Figma

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PROJECT OVERVIEW

Background

  • It’s estimated by the US Census and Simmons National Consumer Survey that the average American spends $322.88 every year on skincare—that’s about $15,000 in someone's lifetime. 

  • According to a study by the NPD Group, women aged 18-24 are shelling out the most on skincare products. 

  • Still, among these women, 46% of them experienced skin problems in their youth, and 67% said skin issues affect their confidence.

The data reveals a genuine challenge for young adults in achieving clear skin despite the abundance of available skincare products and routines.

The Problem

Navigating the complex world of skincare as a budget-conscious young adult is challenging.

With the saturated skincare market and young adults facing skin issues, staying informed about affordable and effective products is crucial. How do we navigate this intricate skincare landscape without overspending?

SOLUTION

Simplify and enhance the onboarding process for new users by making it fun and easy. 

Users utilize skin scan AI to discover individual skin goals and provide personalized skincare routines.

Offer personalized skincare routines based on the user's skin type, goals, and environment determined through scan results. 

Routines include detailed explanations for each recommendation, and users have the flexibility to customize by adding or removing specific elements.

Explore personalized product recommendations.

Receive detailed insights on why each item is tailored to your skin's needs.

Log daily skin concerns for instant advice, tips, and analysis. 

Track skin health progress over time.

Connect with the skincare community.

Get answers from peers or dermatologists for your skin questions.

Scroll to see the process

DESIGN PROCESS

Design Thinking Framework

1

Empathize

  • Market Research

  • Competitive Analysis

  • User Interview

  • Affinity Map

  • User Persona

2

Ideate

  • Siteflow

  • Userflow

  • Wire flows

3

Prototype and Test

  • Branding

  • High-fidelity Prototype

  • Usability Testing

  • Final Prototype

EMPATHIZE

Market Research

I initiated my UI/UX design process by conducting market research on the skincare industry, focusing on its post-pandemic evolution and current trends.

In summary, the skincare market is experiencing substantial growth, driven particularly by Gen Z, who not only contributes significantly to the industry's spending but also stands out as a demographic grappling with prevalent skin issues.

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In 2021, 41% of Gen Z (aged 18 to 24) spent the most on skincare, surpassing makeup and hair care.

The global skincare industry is valued at $134.5 billion, with a projected growth to $145.82 billion by 2028.

46% of Gen Z experienced skin problems, with 67% acknowledging the impact of skin issues on their confidence.

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Competitive Analysis

I conducted a competitor analysis to identify strengths, weaknesses, and potential feature gaps.

​Spotty uniquely stands out by
offering guidance on a healthy skincare regimen and specifically targeting Gen Z. Moreover, it provides a platform for community communication, allowing users to discuss skin problems and find relatable experiences.

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Why is there value in creating a budget-friendly skincare app? I interviewed some friends, family, and students. 

"I have an extremely simple skincare routine. With dry skin and eczema, I am always seeking affordable solutions. I think this app would help with balancing simplicity, affordability, and products suitable for my sensitive skin. An ideal skincare routine should be accessible and enjoyable, making it hassle-free to care for my skin."

- John, 18

"Navigating the sea of products can be daunting—I believe an app like that could target my skin concerns without breaking the bank. What motivates me most is the validation I receive when my skin looks and feels good. But finding the right products for wrinkle prevention? That's been a challenge."

- Kelly, 24

"As someone who's battled severe acne, I know firsthand how much bad skin can take a toll on your mental health. A budget-friendly skincare app would be a lifeline, not just for me, but for other young adults facing similar struggles. A skincare app that's both affordable and tailored to acne control would be a game-changer."

- Grace, 23

Main Takeaway: Users seek affordability without compromising quality and desire a supportive outlet to navigate the emotional challenges of skin troubles and encourage one another.

Affinity Mapping

In my affinity map analysis, I identified four primary reasons why individuals find establishing a skincare routine challenging:

1. Finding suitable, personalized products.

2. Being overwhelmed by the variety of skincare options available in the market

3.
Distrust in certain recommendations, especially from ads.

4. Concerns about
skincare costs and sustainability.

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Empathy Mapping

Furthermore, I conducted an empathy map, which revealed that overall, people feel frustrated, anxious, and concerned about their skin issues and they desire to change their skincare routines.

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User Personas

How might we...

ensure that users can find affordable, sustainable products?

 

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"The Skincare Junkie"

Age:
16+
Skin Type: Oily, Acne-prone

About: Audrey is a self-proclaimed skincare aficionado. With a skincare routine that she has faithfully followed for two years, she has effectively tackled her acne concerns. Her true joy lies in experimenting with new and budget-friendly skincare products, always on the lookout for innovative additions to enhance her routine.

Frustrations:
- Affordability
- Misleading Claims
- Can't Find Oily Skin-Specific Products


Motivations:
- Stay Updated on Trends
- Discover Budget-Friendly Options
- Get Product Recommendations

 

I crafted user personas to represent key audience segments, enabling me to address critical issues and meet the significant needs of important user groups.

How might we...

provide users with trustworthy, personalized products for their skin?

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"The Skincare Intermediate"


Age: 18+
Skin Type: Sensitive, Dry

About: Brandon is a skincare beginner eager to start his journey toward healthy skin. With the guidance of his older sister, he has embraced a basic routine of cleansing and moisturizing. However, Brandon aspires to elevate his skincare routine by exploring affordable options that align with his goals. While enthusiastic to advance his routine, he finds himself unsure of where to begin.

Frustrations:
- Product Overload
- Time-Consuming Research
- Finding Products for Specific Goals


Motivations:
- Track His Skin Progress Overtime
- Get Expert Tips and Insights
- Get Personalized Recommendations

How might we...

help users navigate the wide variety of products in the skincare market?

 

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"The Skincare Novice"

Age: 16+
Skin Type: Dry

About: Despite her lack of knowledge in skincare, Paige is eager to embark on her skincare journey. She's motivated as she's noticed some blemishes on her skin. Paige prefers a straightforward and easy-to-follow routine, as she finds it challenging to maintain consistent habits. With simplicity as her priority, she seeks a basic skincare regimen that will effectively address her skin concerns while being easy to stick to. 

Frustrations:
- Product Confusion
- Complex Terminology
- Routine Consistency


Motivations:
- Alerts and Reminders to Maintain a Consistent Routine
- Get Beginner-Friendly Tips

 

IDEATE

Siteflow

I developed a site map to establish the app's content structure and visualize the relationships between screens and features. The aim is to create a logical and user-friendly navigation path, particularly for young adult users experiencing stress from skin problems, ensuring they aren't overwhelmed.

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User Flow

Applying insights gained from my process thus far, I drafted screen sketches based on user personas, goals, and requirements. I also examined design patterns in competitors' apps for reference.

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Wire Flows

After sketching and gathering feedback, I proceeded to create wire flows. These wire flows illustrate page layouts while conveying ideas for interaction design and user workflows. The designs prioritize a personalized skincare routine, seamless skincare habit tracking, and easy exploration of skincare products.

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PROTOTYPE & TESTING

Branding

To kickstart the branding process, I conceptualized the app's identity, starting with the name "Spotty," which conveys the youthful nature of addressing skin concerns in young adults.

With a focus on alleviating the stress of skincare routines, the aim was to infuse positivity and delight into the user experience. A mood board was crafted to consolidate ideas and concepts, setting the tone for the brand. Throughout this process,
the key brand attributes and keywords were identified to guide the branding direction: youthful, fun, and refreshing.

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UI Kit

Following the branding phase, I developed a UI kit serving as a comprehensive reference document to maintain consistency across the app. By consolidating all main UI elements in one place, Spotty can ensure coherence and streamline future feature development processes.

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High-fidelity Prototype

It's time to put my design choices and assumptions to the test regarding navigation, screen layouts, and task-related actions! I incorporated interactions and animations into the high-fidelity wireframes to produce a prototype.

Usability Testing

With the prototype ready, I then drafted a usability test plan by outlining the test objectives, methods, and defining the core tasks for users to complete. 

TEST OBJECTIVES

  1. To understand users' initial reactions and observe their navigation within the app.
     

  2. To identify the particular challenges users face when attempting to accomplish core tasks while using the app. 
     

  3. To pinpoint any obstacles or uncertainties hindering users from efficiently achieving their goals.


TASKS
 

  • Task 1: Complete onboarding and sign up with your email to get recommended a skincare routine. 

  • Task 2: Explore your morning routine recommended by Spotty and add a new product to the routine. 

  • Task 3: Create a skin log and check the insight and analysis record. 

  • Task 4: Ask a question to a dermatologist.

Main Takeaways:
Experienced users efficiently completed core tasks, while
new skincare users struggled with certain concepts like what makes up a skin health score, the relationship between the environment and skin, and the definition of a skincare routine.

REVISED DESIGN

Made navigation easier for new users with an interactive app walkthrough.

As advanced users can opt-out, this ensures the app accommodates all skill levels.

Enhanced navigation with informative guides explaining various features.

Provided clarity on personalized recommendations by explaining their relevance to the user.

Shifted product recommendations towards personalized and cost-effective choices, rather than focusing solely on product details.

BEFORE

AFTER

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BEFORE

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BEFORE

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BEFORE

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AFTER

AFTER

AFTER

Final Prototype

With revisions complete, I've finalized a prototype providing young adult users struggling with skincare access to personalized routines, effective maintenance and tracking, and advice from peers and doctors.

CONCLUSION

Next steps

This experience was both valuable and enjoyable, reaffirming my passion for design and problem-solving, particularly in addressing skin issues that I've personally struggled with.
 
Moving forward with Spotty, I plan to conduct another round of usability tests to ensure that user pain points have been effectively addressed. Additionally, I'm considering expanding the app's features, such as integrating a calendar for tracking skincare routines and implementing a reward program to incentivize consistent routine adherence and celebrate significant improvements in skin health.

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