UX Case Study | Natural face serum
Product Design Case Study Brief: Organic Face Serum📝
Business needs:
Overview: The client intends to launch an organic face serum containing natural ingredients that will provide a safe and effective solution for customers looking for high-quality skincare.The face serum will be marketed to people who want a healthier, more natural approach to their skincare routine.
Product Scope🎯
My Role: UX research / Product Designer
Type: UX research and concept validation
Client: Astrazence
Timeline: Nov - Jan 2024
The Challenge 🖋️
The pandemic caused a rise in stress and anxiety levels, a decline in work/life balance, and an increase in people suffering with wellness and self-care.Consumers are becoming more aware of the substances in skincare products and the possible harm they can do to their skin and the environment in today's market.
This offers a chance to create a natural facial serum that not only satisfies customer demand for organic components, but also successfully solves the individual skin issues that consumers have, such as hydration, anti-aging, and sensitivity. Our research attempts to uncover the main customer pain points and preferences as well as validate the product idea and give a better market landscape.
Secondary Research 🔍📊
Secondary Research goals:
Understand the current market landscape for organic face serums, including size, growth trends, and forecasts.
Analyze consumer preferences, behaviors, and attitudes towards organic skincare products.
Identify the regulatory requirements and compliance standards for organic skincare products in your target markets.
Explore sustainable practices and ethical considerations relevant to the production and distribution of organic face serums.
🤔Time to validate and expand on our hypotheses...📋
In our previous research we were able to understand and have a better the skin care market landscape and now we can approach to our "ideal user" and run some user interviews so we can be able to validate routines, user preferences, behaviors and their pain points to confirm our possibles solution
Should we find the answers for the following questions:
What are your current skin care routines, and have you ever used a face serum before?
Have you ever experienced any negative reactions or side effects from using skin care products, and are you concerned about these when considering a new product like an organic face serum?
What motivated you to choose organic products over non-organic products?
Are there any specific ingredients or benefits that you are particularly interested in for a face serum? Such as hydration, anti-aging properties, skin sensitivity, night sleep relaxation?
What are your overall thoughts on using an organic face serum, and what factors would make you more or less likely to try a new product like this?
How do you learn about new organic products, and what sources do you trust for information on organic products?
We discover that if we can improve the application process of our users there can be a 65% likely to stick with a face serum routine. 💡
Major insights:
Time limitations can pose a challenge for individuals with hectic schedules who struggle to allocate time for a daily routine due to their work or study commitments. Among this demographic, 65% prefer products that facilitate multitasking. ex: SPF + moisturizer.
Complicated application procedures may deter individuals from using the serum consistently, especially if they struggle with understanding how to properly layer the product alongside their existing skincare routine.
Budget: In our research, we identified budget as a crucial factor, particularly because organic serums or products, in general, tend to be priced higher. For individuals with additional expenses such as college and childcare, allocating $45 - $50 for face serums may not be a top priority.
Credibility & knowledge are key: Establishing credibility and having sufficient knowledge are crucial for individuals considering incorporating new serums into their skincare routines. Among our interviewees, 72% have experienced "side effects" in the past, prompting them to seek "professional advice" when trying new products. Additionally, many are unsure about the proper usage and mixing of serum ingredients with their current skincare routines.
Among our interviewees, 64% use social media platforms such as YouTube, TikTok, and Instagram to search for product reviews, assessing whether a particular product can meet their needs. They are more inclined to try products when they receive a sample beforehand.
Talking to the users helped to build Primary and secondary Personas:
Application & knowledge are key...🔑
As we arrive to our final conclusions and product ideas. According to the study, the organic face serum received positive reviews from users, providing valuable insights into the viability of our concept. The enthusiasm demonstrated by participants for the organic face serum indicates a strong interest in natural skincare solutions. Furthermore, the findings suggest that clearly demonstrating the benefits of the serum can significantly increase willingness among potential customers to try the product.
Furthermore, the concept of a "one-step application" was enthusiastically received, with the majority of interviewees excited about the prospect of streamlining their nightly skincare routine for a more efficient and relaxing experience, leading to a more restful sleep.
Final Conclusions
A complex application process can deter individuals from using the serum consistently, impacting their motivation to continue with the product, and consequently hindering visible improvements in their skin.
We found that many of our competitors have intricate application processes. This discovery presents an opportunity for improvement and differentiation in our product.
🎯 One fits for all roller bottle solution: The concept of utilizing a roller bottle was developed to enhance the accuracy of serum application, particularly beneficial for targeted areas on the face and neck.
Additionally, the roller bottle design aids in the serum's deeper absorption into the skin. The action of rolling can stimulate circulation and facilitate the deeper infusion of the serum's key components, potentially enhancing the product's effectiveness.
🎯Education for our users: Addressing the crucial challenge of educating our users emerged as a key focus area in our study. We determined that establishing communities centered not only around the facial serum but also on holistic wellness, coupled with hosting webinars and workshops detailing the serum's benefits and components, would significantly enhance user understanding.
These sessions would guide users on the correct application methods and how to seamlessly incorporate the serum into their existing routines while mitigating potential adverse reactions such as peeling.
This approach aims to provide a more personalized experience. Our research found that 64% of consumers utilize social media channels like YouTube, TikTok, and Instagram to explore product evaluations, helping them decide if a product suits their requirements. By launching an educational presence on these platforms, led by certified skincare professionals, we can bolster our credibility. Furthermore, participating in wellness events and distributing samples allows potential customers to experience the product firsthand.
My Design Philosophy❤️🔥
To me being a designer means serving as a bridge between dreams and reality. I find great joy in contemplating the profound impact our creations can have on people's lives—enabling them to live more fully, encouraging them to dream of better possibilities, and inspiring the courage to bring those dreams to fruition. To me, being a product designer is synonymous with caring deeply about people.
Lets Discuss your next project.💻🤗⚡