What are you gonna see?

You will see how we understood the business, the customer and the stakeholder of a little luxury cosmetics brand. We strengthened the brand and made a website in a UX Strategy project.

Scope

UX strategy project

After the first interview with the steakholder we detected many weaknesses in the company that could only be solved through a complete vision of the company.

Role

Product Designer

User Research, UX strategy, Visual design, Prototyping & Testing

Time

10 full days

We made a 10 day plan with the 80% of the time to research and analysis and 20% to the visual part, prototyping and presentation to the client.

Team

Adrián Fernandez

Haifaa Hadaaoui

Antonio Má

Main problems

RODA's biggest problem is the chaos around the brand.

A weak and inconsistent brand. They put all the effort in developing new products and B2B market.

There is a misalignment between the brand values and the website as the brand values are not defined.

There is also a severe lack of resources as one person is running the whole business.

Goal

The objective of the project is to bring order to the chaos surrounding the brand.

To understand the consumer and their needs in order to define the brand values to create a consistent brand.

Transfer the new brand values to the website.

Context

RODA is a 2 years old brand of luxury skincare and cosmetics created by two brothers because they wanted to create the product they would like to find in the market. They have dedicated all their effort to B2B and product development leaving aside building a strong and coherent brand that can make them grow. Now they want to open the online market and they find a huge gap between the brand values, their website, their social media and the reality of the product.

That's why they ask us for help and you will see what we found and how we helped them.

Before and after

We found a chaotic website with a lot of heuristic problems who doesn't inspire trust. After understand our customers we reflected all their concerns in a website who provides trust, reflects innovation, sustainability and is more sensorial which reflects the brand values we develop to match the stakeholder needs with te customers needs.

Why we did what we did?

The goal of the project is to extract the good parts and reflect the company values in the website, fix the heuristic problems and make the e-commerce more efficient.

Understanding the CLIENT

The brand had a big problem.

Didn't was created to solve a customer problem.

"We made the product we wanted to buy"

The main problem of the client was the lack of resources, she is alone with all the company weigth in her shoulders and doesn't have the knowledge needed to fix all the problems the brand has.

Understanding the BRAND

One of the problems with the brand is that the stakeholder is focused on product development and B2B business and has left aside online brand building.

As a result, the brand is not defined and over the years the reality of the brand and the brand values have become disaligned.

There is a total absence of sales data, knowledge of the target audience and real brand competitors.

All this leads to a gap between the reality of the product and the brand that the stakeholder has in mind.

Understanding the CUSTOMER

To understand the consumer we made some interviews.

How many?

+20

people interviewed

Scope?

+35

years oldinterviewed

Gender?

90%

Womeninterviewed

Insight

The fear of not being healthy is what moves people to get informed and invest in themselves

The problem

Our customers needs to make informed investments about their skincare because they want to age healthy and gracefully.

The translation: Our customers want to age well and will not buy the first brand that catches their eye. They need a grounded brand with all the information and support of experts.

Enhancing the brand

Brand values

Trustworthy

Innovation

Sustainable

Sensorial

Brand manifesto

We are more than beauty:

we are a movement.

Let's embrace innovation, celebrate transparency, and reach a future that's beautiful for you and for our planet.

Join us in redefining what it means to look and feel your best.

From our findings to the website

How are we going to put all that information in a simple website?

Information drives the decisions of the customers, and how we show that information makes the difference

Trusted sources opinions are one of the most important deciders

Ingredients play a key role in the customer decision

Having external sources of information makes people trust the brand

Sustainability is a good to have but not a must

Style tyle

Sections in the homepage

To help our customers make an informed decision, we have created a home page with all the information they are looking for, explained in a way they can understand.

One of the decisions made was keep inspirational communication in the brand.

Customers showed the importance of the dermatologist opinion to trust a brand.

The innovation is one of the core values of the brand and is very important for them.

The customers show some interest in sustainability but wasn't the most important thing for them.

Our customers look the ingredients to understand better the product so we bring it to the homepage.

We are humans

During the interviews we noticed that our customers need professionals talking about us, but also a human part behind the brand. External source of information is a very important part for our customers. And we discovered for the vast majority of our customers test the product, smell it, feel it before buying, so we added where you can find us.

Someone behind the brand

Someone external talking about us

We are real an you can find us

The final result

Here you can test the final result of the 10 days of work.

We centered almost all our efforts in the research and analysis part and find the best way to show that in the website.

The visuals and prototype are just one day and a half of work.

Test the desktop version

Test the mobile version

Next steps

Testing

Test the prototype and conduct desirability testings
Continue defining the brand tone and test with users

Website

Define hamburguer menu
Finishing the buying process
Complete all the sections

Learnings

I definetly learn A LOT in this project but I didn't been able to write down this yet.

Let's connect!

Call me!

+34 679 66 41 82

Stalk me!

@antoniorme

Write me!

antoniorme @gmail.com