HAIRCARE APP
Hyperpersonalisation of the shopping experience
BEAUTY & E-COMMERCE
November 2021 – January 2022
Brief
The objective of my research was to explore the latest difficulties faced in the maintenance and styling of natural hair among Black women between 25 and 45. To achieve this, I conducted 10 user interviews with individuals fitting this demographic.
Role
UX design: User Research, Wireframes, Prototyping, User Testing
Tools: Figma, Miro and Maze
Methodologies: User interviews, competitive analysis, user personas, monitored and unmonitored user testing
Insights
A Time-consuming process
The interviewed women stated that they want to both look good and feel comfortable while maintaining the texture of their hair. The traditional standards of beauty still do not align with the natural state of their hair. The process of discovering suitable hair care products and styling takes excessive time and effort, and attempts at trying new styles often result in disappointment.
To avoid negative experiences with hair care products, these women carefully examine ingredient labels and rely on recommendations to steer clear of unsuitable products. They have a limited number of trusted hairstyles to resort to in the event of styling difficulties.
Solution
Inspiration and tailored recommendations
The app aims to help speed up caring for black hair and styling and solve the pain points around the hair care process to make it playful and inspiring.
The hair care app is powered by a detailed diagnostic of hair type, lifestyle, habits, preferences, and allergies, making it fast and easy to find personalised tutorials and product recommendations.
Impact
The prototype prompted really positive feedback from the user testers. They stated that the solution could effectively reduce the time spent browsing through products.
