ROLE

Solutions breakdown

Design Thinking Framework

Let me walk you through the process I used to develop the solutions.

Research

I start the project by researching to learn more about the environment and people, their requirements, and what drives them. I created a research strategy outlining my objectives, presumptions, questions, and procedures before starting my study. The research findings are essential in building the groundwork for eventual solution ideation.

Research Goal

I'm interested in finding out more about people's self-care practices and emotional motivations that relate to their usage of skincare products. This will assist in identifying any knowledge gaps that restrict them from creating & maintaining a skincare routine.

Hypothesis & Assumptions

• Genders of all ages used to or currently have problems with their skin due to objective reasons like environmental factors, climatic conditions, and the pandemic’s consequences.
• Due to the Paradox of Choice in the realm of skincare, when there are many skincare alternatives available, individuals may feel overwhelmed and even anxious. Besides, figuring out which skincare routine is ideal for their skin can be difficult for most people due to product jargon, product ingredient information, and the lack of even basic skincare-related knowledge.
• People struggle to locate a trustworthy and convenient method of purchasing skincare goods.

Secondary Research

Market Research

I carried out research to uncover the latest market trends and future growth opportunities for the Skincare sector after being severely impacted by the pandemic. Additionally, I identify the market's target demographic.

• Self-care is a lifestyle shift that's here to stay, one that has only been dramatically accelerated by the COVID-19 pandemic. The need for natural, organic skincare products and a minimal skincare routine thence increases.
  ‍Skincare, more than a passing trend, prevails in the cosmetics industry, and the demand for reliable skincare products and skincare methods has strongly accelerated. Hence, developing an app that can address that demand is essential.
• It is essential that both women and men are aware of the benefits that gender equality brings to them as individuals and as members of communities and societies.
  ‍All genders should be considered by product designers when developing an app (integrate app features, build visual design and content that suits all genders well).
• During and after the pandemic, Gen Zs (10-25 years old) are more likely than previous generations to seek help for their depression, stress, and anxiety (which are the main factors of their skin problems). In addition, they also tend to lack basic skincare-related knowledge when compared to other older and more experienced age groups.
  ‍Gen Z can be considered the target audience of WuahSkin. The app needs to be developed in a way that suits those individuals besides other ones.
  

Competitive Analysis

Analyzing the brands and products of competitors, or the companies who offer similar products, can give me a well-rounded foundation of knowledge about the market WuahSkin will enter. Besides, by investing time into competitive audits, I will also be able to learn from the mistakes of WuahSkin’s competitors and can avoid making those mistakes.

3 skincare-related apps act as direct competitors and are chosen to be in this competitive study. Moreover, I also decided to include Paula’s Choice website as an indirect competitor to serve the research. You can tap here to find the full competitive audit.

• Direct competitors like Charm or Good Face provide users with personalized skincare routines that are said to be suggested by skin experts, but apparently, the users cannot see any evidence for that. They tend to be reserved when it comes to using an online app that acts as their professional personal skincare buddy. Although Charm is the only of the 4 competitors listed that uses AI Face Scan to support the skin tracking and skincare routine recommendation process, this feature is not used smartly and helpfully.
  These constraints may be taken into account by WuahSkin to provide consumers with a far more smooth and more reliable means of achieving their skin objectives and treating their skin issues.
• By using skincare apps, users hope to get their customized skincare routine that’s recommended by dermatologists. However, in many areas of the world, especially those developing countries, selling counterfeit products is a huge problem. Only Good Face and Paula’s Choice are 2 apps listed that have the marketplace feature for people to buy good products from verified retailers. However, while Paula’s Choice is brand-promoted and solely offers the products from their brand, this feature was well-developed by Good Face.
  The chance to create a trustworthy app that not only provides individuals with personalized skincare regimens but also serves as a premium marketplace for them to get their items.

Primary Research

User Research

To learn more about the users I'm designing the app for (their difficulties, objectives, requirements, and motivations), as well as to have a more comprehensive grasp when it comes to adhering to & sustaining an efficient skincare regimen, I then did primary research via 1-on-1 interviews.

Interview Goals

• Need to know when individuals first learned about the “skincare” term and how they apply it to their daily life. 
• Understand their needs, frustrations, and motivations for wanting to establish and maintain a skincare regimen. 
• Need to know participants’ opinions about using a mobile app to support their skincare journey.
  
• Find out how Covid-19 affects their lives, particularly their skincare routine, and what they hope from technology to make life better in general.

• Objective reasons like environmental factors, climatic conditions, and especially the pandemic’s consequences are the main factors that affect their skincare journey.
  Validate. In developing countries like Vietnam, traffic-related air pollution is one of the main factors that makes people’s skin condition worse and that negatively impacts their skincare journey a lot. Besides, due to Covid-19, the mask becomes an indispensable thing in our daily life. Individuals struggle to overcome the Maskne Phenomenon and have problems with their skincare path.
• The paradox of choice makes it difficult for people to choose which skincare regimen is best for their skin.
  Validated. 5/5 participants struggle to identify and adhere to a skincare regimen because they have to do a lot of research on their own without any reliable guidance.
• Finding a trustworthy and easy method to purchase skincare goods can be challenging.
  Validated. These days it’s becoming more and more difficult for people to find verified retailers for their skincare products. 
  

From Insights to Needs

• A quick and streamlined routine finder process -
  Skincare apps help people resolve their current problems and provide them with great solutions in a simple and effective way. 
  All participants agreed that they are too lazy to find a skincare regimen that works for their skin, so they all made the decision to download an app that would make the process easier.
• Individualized advice on products and regimens -
  Individuals require a customized skincare regimen based on their skin's health because they occasionally experience distinct skin issues. Additionally, they need to get recommendations about products that suit their skin type and concerns to have informed decision-making. 
  In an effort to find remedies for their present skin issues, 5 participants frequently look for particular phrases to treat their skin condition, such as "top skincare products for acne."
• Obtain the information from a trustworthy source -
  In areas of their health, people are prone to be far more cautious. They also want to seek advice from professionals when it comes to their skincare regimens.
  ‍4/5 participants said they hadn’t had the opportunity to have an appointment with any dermatologists and that frustrated them so much when they thought about using products or followed the regimen that was not good for their skin in the long term. 
  
• A safe marketplace/link to the verified retailer to buy their recommended products -
  Providing users ways to get good and authentic products will maximize their chance of success.
  4/5 participants reported they used to buy low-quality products from e-commerce platforms and even in stores.