ABOUT

Dove continues to recognise that one size does not fit all when it comes to skincare and seeks to develop personalised experiences tailored to their customers unique skin concerns, preferences, and goals. This shift in consumer behaviour presents an opportunity for skincare brands to connect with their audience on a deeper level and deliver solutions that resonate on a personal level. With this in mind, and a new launch of product, they required a microsite dedicated to personalised skincare e-commerce. This innovative approach allows them to offer a tailored and immersive shopping experience that goes beyond the traditional e-commerce model.

01.1 / BRAND OVERVIEW

Recognised for its commitment to promoting real beauty and self-confidence, with campaigns centred around inclusivity and body positivity, ranging from products including body wash, soap and moisturisers, formulated with gentle ingredients suitable for sensitive skin. The brand emphasises its mission to celebrate diversity and empower individuals to embrace their natural beauty.

OPPORTUNITY BRIEF

As the demand for personalised skincare solutions continues to grow, Dove wants to emerge as a leader in this space by leveraging its brand heritage, commitment to diversity, and innovative approach to product development, by offering personalised skincare routines that prioritise effectiveness, inclusivity, and sustainability. Dove can then strengthen its connection with consumers and drive growth in the competitive beauty market.

02.1 / COMPETITOR ANALYSIS

02.2 / QUANTITIVE DATA

Collecting data and beginning the research process with this process was pivotal to recognise where consumer preferences lay, by providing us with invaluable insights into market dynamics, consumer behaviour, and product performance. By systematically collecting and analysing quantitative data, it helped to begin to make informed decisions and start the understanding of the strategic design approach. Sources used to do so included existing market research reports, sales data, consumer surveys and Google Analytics.

75%

ARE INTERESSTED IN ADJUSTING THEIR SKINCARE ROUTINE

32%

MOST INFLUENCED BY CUSTOMER REVIEWS WHEN SHOPPING

59%

VALUE EFFICENCY MOST IN A SKINCARE PRODUCT AND ROUTINE

64%

VALUE A RECORD OF PREVIOUSLY USED PRODUCTS

02.3 / IN DEPTH INTERVIEWS

Understanding the likes and dislikes of the users was paramount to begin to understand the perceptions, preferences, and pain points experienced by visits to Dove’s main site. By gaining first hand feedback through a total of 15 customers, I sought to uncover valuable opportunities that could be used to develop upon and amend when creating the new site.

LIKES

DISLIKES

02.4 / CARD SORTING

With the information collated the card sorting helped to evaluate the data gathered and to understand the users mental models and know how the information architecture will be organised into logical categories and hierarchies to validate content prioritisation enhancing user engagement and satisfaction with a personalised user flow and experience.

02.5 / CUSTOMER JOURNEY

Using the insights from the card sorting exercises they can be utilised to develop a customer journey map that will help to identify key touch points and map user actions and emotions to highlight pain points and opportunities to enhance across the site and improve usability, satisfaction, and overall customer engagement.

02.6 / PROFILE

02.7 / PAIN POINTS

02.8 / NEXT STEPS

02.1 / INFORMATION ARCHITECTURE

To ensure an enhanced user experience it was imperative to organise the content and structure of the website to create the most personalised user journey possible. Additionally and by doing so, personalisation can lead to higher levels of user engagement as they are directed toward the relevant content and product recommendations and therefore making a purchase.

02.2 / USER FLOWS

There were four main flows identified, of which their primary goal was to guide users on a journey that leads them to understand what products are suitable for their skincare routine. Depending on their journey and knowledge, it was important to present the information in a variety of ways that tailored to the individual’s unique needs and empower customers with the knowledge they can make informed decisions about their product choice. Throughout these flows, opportunities for users to explore further information was imperative, so when learning about ingredients or understanding the science behind skincare, this not only enhances the user experience but also builds trust and credibility. Ultimately, these user flows aim to transform the skincare shopping experience into a personalised journey by guiding customers through a carefully curated process.

eg. flow one

CHAT BOT

Imagine chatting with a knowledgeable virtual skincare consultant. The chat bot creates a friendly conversation that guides users through a series of interactions to achieve their specific and personalised goal.

FILTER

Streamlining the browsing experience, so the user can easily compare products based on their preferences and make informed decisions to find skincare products that perfectly match their needs, saving time and ensuring satisfaction with their purchase.

BLOG

By guiding users through a series of blog posts designed to educate them about skincare, so they are confident about their choices and know they will make informed decisions about their routines, that are backed by valuable information.

SCIENCE HUB

Insights from dermatologists, with reliable, science-backed information to guide their skincare decisions and practices by incorporating interactive elements such as quizzes or infographics to enhance engagement and understand the content.

03.1 / MID-FI PROTO

03.2 / TESTING FILTER DESIGNS

03.3 / TESTING PRODUCT PAGE

03.4 / TESTING CHECKOUT

03.5 / NEXT STEPS

04.1 / HI-FI PROTO

Finally we get to the high-fidelity prototype that now enabled the stakeholders to fully realise the user experience before the build phase. Being sure that the design remained loyal to all the research and development that brought to life a site that was market relevant and met all the requirements of the brief.

By adding more options to the filter, users will be given greater flexibility in refining their search criteria resulting in a more personalised and efficient experience. Further research into the different users and their preferences will better cater to the diverse needs improving overall satisfaction and usability. The comprehensive filter system is where the site will gain a competitive edge by providing users with a superior search experience.

The how-to videos are a great tool to help users become more familiar with the products and develop upon the ideas of creating a more immersive and interactive experience. By addressing common questions from the user when purchasing the product users will begin to feel understood and valued by the brand. Their questions are being answered and their needs are being met.

04.2 / CONCLUSION