An APP help young generation choose perfume
Problem: How to help young generation choose their suitable fragrance
Aim: Create an application with personal perfume advisor, scent choice map and purchase system
I co-worked with P&G for 6 months, in the project I need to find out " How to help young generations to choose perfume online." Through the user shadowing, interview, case study and expert interview, I created the user purchase journey and prototype to test users.
PRACTICE
Quick Prototype
Design Thinking
Double Diamond
4/2016-10/2016
UX Designer
Design Researcher
METHOD
DATE
MY ROLES
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6
Background
Co-work with P&G.
Aim
Use technology to help young customers choose the perfume.
User research
Interview
Observation
Case study
Work shop
Analyze insights
Online: search bloggers, compare price
Offline: try scent, consult experts, take free samples
Prototype test
Wireframe
Axure
Flinto
Final
outcome
Qualitative interview
For discovering consumers' insights I interviewed 16 people aged from 23 to 30 and from Taiwanese, Chinese, South Korean, American, British and Spanish. First, I set questions from what, when, why, where, who, how to start the conversation with them.
Aim
Discover consumers' perfume purchase behaviour and process.
User Research
Questions
Will you buy the perfume online?
What is your motivation to buy a perfume online?
What is the content on the website you will care when you buy the perfume?
How will you use platform help you buy the perfume?
When you buy the perfume?
What is the most important thing you care,brand , scent, price?
Observe the customers in Physical store
They would come with friends. Ask friends’ advice more than clerks. Customers use the phone to search for information more than asking the clerk’s for advice.
Aim
As knowing customers would try the scent in the physical store. I observed customers behaviour in the physical shop.
Observe the customers buying the perfume online
A customer uses websites to check the ingredients and compare prices. The online user journey only for searching the information and price may be boring.
Aim
Knowing what the customer does in online process.
1. Consult
2. Check info with phone
3. With friends
Personas
User journey
Case Study
Selling perfume online is trendy for many perfume brands. Discovered the online perfume store and perfume experts.
Stores need to offer samples freely at first to customers.
Scent trying is the first step when customers buying the perfume.
Define
Insights
Read the information from bloggers about the perfume.
Care about the friend's suggestion.
Choosing perfume depends on which occasion and their mood.
Want to try the scent in home.
Like to compare the price online.
Feel boring about the process of searching the price and information.
Problem Statement
How to solve online perfume shopping with scent trying at home, how to make friends and bloggers suggestions in the purchase journey, and how to enhance perfume shopping experiences, how to help them choose a perfume online?
Define
Develop
Brain storming
Group brain storming
Invite seven design students to have a group brainstorming. Ask three questions: How to help young generations choose perfume through an APP? Describe the the problem I found in previous research.
Affinity map
This method is to make unorganised ideas into meaningful themes.classified similar ideas together and gave them a theme. I conclude the five ideas from group brainstorming.
What If
Based on the results from affinity map, I come out five "what if" concepts, "what if 1" fragrance gaming is focusing on helping the perfume choosing journey more interesting. "What if 2" Create a network based service for perfume customers and bloggers share perfume experience. "What if 3" is a free sample delivery service sent by friends."What if 4" Fragrance Siri help customers choose perfume by artificial intelligence. "What if 5"Memory scent is a system help everyone's scent and memory save in a digital space.
Concept Evaluation
I invited same people asked in the interview to do a concept evaluation, use six elements I got form user research to 5 what if concepts. At last, what if 2 perfume network got the highest score.
Ideation
Interesting
Friend
Convenient
Personal experience,
occasion
Social
Visual
Compare price
Deliver
Card Prototype
Card Prototype is a quick approach to test users and get feedback from them of this application's work flow, and the visual communication.
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User think the process of choosing scent is interesting,
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but they think it is better to have comparing price function.
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How to make money from it
Final prototype test
I added price comparing function after the target choosing and use need to share their scent choice map and get the free sample. They like a perfume social net work, make friends with same interest. It would be convenient for users to compare the price.
Flow chart & Wireframe
Based on previous research, perfume APP focuses on social function, scent choosing map, price comparing.
Final Design
Based on previous research, perfume APP focuses on social function, scent choosing map, price comparing.
Feature 1
Scent choice map
Select different elements based on personal motivation and likes and come out a recommended personal scent. Interesting, personal, blogger recommendation
Feature 2
Social community
Join the perfume net work. Education, Adhesion
Feature 3
Compare price
Convenient for customers and help store increases exposure.
Logo and color
Based on previous research, perfume APP focuses on social function, scent choosing map, price comparing.
+
Map your scent
the name is come out from this APP help you find out your personal scent.
Image Board
petal, clean, simple
Browse
In the homepage are articles offered from perfume bloggers and friends. Users can read specific bloggers' articles and consult to bloggers by clicking their profile picture. Solve the problem of users want to see the perfume articles in one platform and hard to find the perfume expert.
Scent choice map
There are seven elements to choose perfume, the contents are based on previous insights which customer will consider when they choose a perfume. Seven elements are: colour, occasion, outfits, season, music, mood and scent. When the outcome shows up, there will be the bloggers chooses the same perfume with the user and the scent map below which can be the data for company to study the customers interest and thoughts of scent choosing process.
Community
The community area, users can join the topic and make friends with users with same interest. User can upload their personal perfume using experience as well, and can save the favorite perfume and articles in personal account.
Buy and Try
User can compare the price of the perfume from different sellers and choose the free scent sample delivery service. Also it can show the nearest store of this perfume for users to visit.
