I joined the team at Publicis Sapient as Lead designer working collaboratively with Strategists, UX designers and Developers to identify key strategic goals and recommendations for a new Dove diagnostics tool.
The Objective
To provide an intelligent, valuable profiling experience to consumers based on their beauty needs
Create a machine learning diagnostic profiler to scale targeted product and content recommendations with insightful, educational introductions and context
That offers
Product recommendations based on fixed responses to questions
Related Content mapping
Complimentary / Supplementary Product Recommendations
Product Recommendations by Need, Benefit, Fragrance etc
The Results
Increased engagement & dwell time
Completion rate
Conversion to propensity to purchase – or actual purchase
We began with a 3-day workshop with stakeholders, to establish how we could provide an intelligent, valuable profiling experience to consumers based on their beauty needs. There after, we designed and developed this tool over a 4 week period.
The Research
Analyse and competitor approach
We analysed the market and uncovered 5 key experience dimensions that drove user engagement and lead to increased product sales.
We then started looking at what best user interfaces promoted customer experience and engagement and how these design tools could be implemented within Doves new brand world.
User Journey Exploration
Our initial ideation was aligned to the three beauty salience ideation territories ‘Real Expertise’ ‘Real Women’ and ‘Real World’. This resulted in 3 example potential user journey flows. We received direction and feedback for each route and iterated based on the feedback to flesh out a new high level journey.
User journey map
We decided to strip the user journey right back to basics in order to focus on the flow in a more holistic way rather than getting too much into the detail of each screen.
User interface designs
Designing wireframes with Doves design system and component library. The system provided a set of pre-designed UI elements, such as buttons, forms, and menus, that I brought together to create a cohesive and consistent user interface.
Design Exploration
Final Designs
