BEAUTY TECH APP CASE
Engaging a New Audience
OVERVIEW
Collaborating with Libi & Daughter, I worked on redesigning their beauty app to attract users aged 25–32 with problematic skin. The goal was to create features that encouraged daily use by making the app more engaging, interactive, and relevant to users’ routines.
• The app struggled to engage existing users and attract new ones.
• Product features didn’t offer enough value for daily use.
• Communication lacked personalisation and connection with younger audiences.
CHALLENGE
PROCESS
RESEARCH AND DISCOVERY
Understanding user behaviour and pain points was the first priority:
• Interviews: Conducted in-depth interviews to explore what users wanted from a beauty app.
KEY QUOTES
"I love scrolling through infographics, getting lost in random stories, and playing around with fun quizzes."
"I’m pretty sure I’ve got ADHD or something because if I don’t have some kind of tracker to keep me in check, everything just goes to chaos"
• Benchmarking: Analysed competitors like Dermalogica and La Roche-Posay to identify successful patterns in navigation and engagement.
• Personas: Developed 3 personas to represent diverse user needs:
• The Tracker values progress tracking to stay motivated.
• The Learner seeks engaging educational content.
• The Community Seeker looks for peer advice and shared experiences.
PROTOTYPING AND TESTING
Using the insights, we focused on creating a low-fidelity user-centric prototype:
Prototype Features:
• Personalised Diagnostics analysis tool using questionnaire responses and facial scanning.
• Community for users to share experiences and connect with others.
• Educational and Entertaining content with interactive quizzes, stories, and expert advice designed to engage users daily.
• Progress Tracker: A calendar-based feature to help users monitor skin health and build consistent routines.
User Flow
the prototype’s design screenshots
RESULTS
Decision-makers liked the prototype because it matched the audience’s needs.
KEY LEARNING
Working closely with a cross-functional team under tight deadlines led to an impactful prototype.