Dr.Simon Ourian M.D.
The product:
MDO by Simon Ourian M.D. is a skincare line that offers solutions to key skin concerns such as pigmentation, anti-aging, and dry, dull skin.
Based on the philosophy of Dr. Simon Ourian, dermatologist for some of the most famous people in the world.
Project Role:
UX designer and UX researcher
Project duration:
Start: December 2023
End: January 2024
The Problem
The company's website has navigability problems and the user experience is confusing and unintuitive. The user faces difficulties in identifying the items they are purchasing, and product discovery is even more complicated. These issues can lead to a decrease in user satisfaction and, consequently, a reduction in engagement and conversions.
Research
Trends
AI
Making things more efficient and effective, artificial intelligence (AI) will continue to revolutionise the beauty industry in 2023. Specifically, the growing presence of AI will result in “shifts towards improved personalisation of experiences and interactions, even in a virtual domain,” revered cosmetic doctor and industry trainer for Allergan Aesthetics, Dr Sophie Shotter explains.
Of course, beauty brands have already integrated AI in various ways, “including skin analysis algorithms, personalised skincare routines, and individualised products,” notes Dr Jason Thomson, a dermatologist at custom-made skincare company Skin + Me.
The future of AI-powered beauty offers personalization, advanced solutions, sustainability, co-creation and ethical considerations, providing consumers with innovative and inclusive experiences.
Source:: HARPER’S BAZAAR 2023, MINTEL 2023
The influence of Gen Z.
Gen Zers scrutinize brands as part of their search for value. Nearly half of Gen Z respondents in our survey report conducting extensive research on product ingredients and their benefits before purchase, similar to millennials (and compared with only one-third of Gen Xers and one-fifth of baby boomers). Beyond product efficacy and transparency, Gen Zers demand that brands credibly stand for something. In addition to their focus on sustainability, diversity, and inclusion, Gen Zers greatly value brands that have an authentic and approachable image and a story that goes beyond products, and that welcome consumers into a wider community. Engaging with beauty products and services to feel good and express their authentic selves rather than adhering to specific cultural ideals, this cohort is challenging norms not only around the definition of physical beauty but also around gender and product categories.
Source:: McKinsey & Company 2023Sophisticated Simplicity
The beauty industry is undergoing a paradigm shift as consumers increasingly seek out products that prioritize effectiveness and functionality over shiny packaging and eye-catching marketing gimmicks. As noted in the report, “the emerging trend of ‘Sophisticated Simplicity’ emphasizes the quality of ingredients, the proven efficacy of products, and the assurance of simplicity.”
The shift to minimalism, however, will have aesthetic impacts, notes the Mintel report: “Clean lines, soft colors and elegant aesthetics will create a feeling of understated luxury. Brands that adopt minimalist packaging will not only convey a premium image, but will also be in line with the desire for uncluttered and uncluttered beauty routines.”
Source:: Mintel 2023
The Goal
Make the user experience regarding navigation and pages more pleasant, easier to understand and interact with. Propose an interface with attractive visuals that better align with the brand wants to present.
Persona
22,Los Angeles, CA
Social Media Coordinator
“I'm looking for convenience, personalization, and community as I navigate my beauty journey in the digital age"
Bio: Mia is a 22-year-old Gen Z woman who lives in a busy city. She is a social media aficionado and spends her days creating engaging content and keeping up with the latest trends. Mia is passionate about self-expression and sees beauty as an art form. She loves experimenting with makeup, skin care, and hair products to create unique looks that reflect her personality.
Goals
Convenience: Mia leads a busy lifestyle, balancing work, social life and hobbies. She's drawn to subscription services that offer hassle-free delivery and product selections curated to her preferences.
Affordability: Living in a fast-paced urban environment, Mia values accessibility and prefers subscription services that offer fast shipping and responsive customer support
Frustrations
Limited ability to test products: One of Mia's main frustrations is the inability to physically test products before making a purchase.
The abundance of options available online can overwhelm Mia, making it difficult for her to narrow down her options and make informed decisions. With countless brands and products to choose from, she often feels paralyzed by choice and unsure which products will best meet her needs.
Design Problems and Evaluation
Homepage
Unattractive visuals
Images that do not reflect the spirit of the brand or the message that the brand wants to convey
Generic look
Many elements compete for the user's attention. This visual competition makes a design look cluttered, complicated, busy, or overwhelming
Blocks of text do little to effectively convey the message and are generally not read.
Product Recommendation
Video explanation of the essential kit explained by Dr.Simon Ourian.At this point in the purchasing journey, the user should already know what and why they are buying the product. Thus, the explanation is redundant.
The video is also set to always play and this can be a little annoying.
Other products are offered to increase subscription and address other issues identified by the AI tool. However, the way these products are presented makes it difficult for the consumer to choose and know the benefits of each product.
Mockups and changes
Homepage
The images were built to occupy the entire length of the screen, eliminating excess information and leaving only the essentials: an impactful phrase and a “call to action” button so that the user can begin their process of discovering which products have been personalized.
The images were built to occupy the entire length of the screen, eliminating excess information and leaving only the essentials: an impactful phrase and a “call to action” button so that the user can begin their process of discovering which products have been personalized
The images were built to occupy the entire length of the screen, eliminating excess information and leaving only the essentials: an impactful phrase and a “call to action” button so that the user can begin their process of discovering which products have been personalized
Product Recommendation
The recommendation phrase was transformed into a banner at the top of the screen. The message should be more visual and with less text.
The explanatory video has been removed. At this point in the purchasing journey, the user should already be aware of the kit that will be recommended and how the subscription works.
Photos of the product were placed in the center, prominently, making it clear what the consumer is about to buy.
A “call to action” button was added so that the user can quickly complete the purchase without having to scroll to the bottom of the screen.
Additional products beyond the essential kit are demonstrated in a different way. Instead of appearing individually, the new solution encompasses “packages” for certain types of problems found by the AI tool. This way, it is easier to view and choose additional products as they can be purchased together with the essential kit.
Screen variations
Homepage
The desktop version has also been simplified to have fewer, but more impactful, elements. The current site uses the same Figtree font for all text: titles and texts. In the redefined project, the font of the titles was changed to Federo. The font conveys an image of greater sophistication and refinement that is more appropriate to the brand. The trend towards sophisticated Simplicity analyzed previously also served as a guide for this change.
Product Recommendation
The recommendation phrase was transformed into a banner at the top of the screen. The message should be more visual and with less text.
The explanatory video has been removed. At this point in the purchasing journey, the user should already be aware of the kit that will be recommended and how the subscription works.
Photos of the product were placed in the center, prominently, making it clear what the consumer is about to buy.
A “call to action” button was added so that the user can quickly complete the purchase without having to scroll to the bottom of the screen.
Product Recommendation - Aditional items
Additional products beyond the essential kit are demonstrated in a different way. Instead of appearing individually, the new solution encompasses “packages” for certain types of problems found by the AI tool. This way, it is easier to view and choose additional products as they can be purchased together with the essential kit.
Product Description
The explanatory part of the products was changed to be more visual. We have, as an example, a change from just descriptive text for the ingredient sections to a solution that encompasses visual and descriptive. In addition to being more eye-catching and having a greater impact, this way makes these explanatory processes easier to read and visualize. The assessed trend that Generation Z consumers tend to research extensively about ingredients and benefits, this change to demonstrate greater transparency was made.
Homepage - Desktop final version
Takeaways
Impact:
“The look of a brand is extremely important for conveying concepts of values, added value and commitment. The impact that the visual causes has a direct relationship with how the consumer sees the brand and how much they will be willing to spend. The user's experience browsing the website, via computer and mobile, also influences consumers' purchasing processes.
What I learned:
Trends indicate that the beauty and aesthetics market is in growing demand for product quality and transparency. The large investments in marketing for extensive brand promotion seem to have less effect than previously. Trends show that consumers are also paying attention to the look that brands convey. The concept of Sophisticated Simplicity can also be applied to demonstrate qualities of luxury and elegance regarding the brand, highly valued by consumers.