Reimagine the future of beauty retail experience
Duration: Apr 2021 - Aug 2021 | Role: Lead Designer, Interaction designer, User research
As one of the biggest international beauty retail brands, the client’s vision of empowering everyone to define their own beauty, is deeply aspirational to Asian beauty consumers—but as a multi brand retailer competing in a disrupted industry, it’s a challenge to bring this vision to life in store and emotionally connect with people.
We firstly created Future Beauty Lab as a high fidelity testing space to listen to what people value in their beauty journey and co-create with the client team. We used a clear set of insight to develop a set of service principles and experience concepts demonstrating the new role that technology should play, the manner in which human services are delivered, and the way in which the store environment facilitates these innovative, enriched experiences.
Background
The project was conducted for one of the biggest international beauty retail brands. It was a continuation of the work of the previous phase which was focused on discovering new opportunities for the Asia store of the future. In the 2nd phase, we were tasked to：
Bring the new vision to life through digital, space and human service design.
Design the experience that truly meets people’s needs and emotionally connects with people.
Outcome
6 Experience Principles
We identified 6 experience principles of the in-store experience which leads to the experience design that includes both digital, space, and human service design. It enables the brand to be the cool and authoritative beauty voice, offers people relaxing and personalized experiences, sensitive to their decision-making needs and emotional mindsets.
Future Store Concepts
Based on these 6 experience principles, we reimagined the store experience for their flagship store in Shanghai, the design is shifted from categorized zoning to human first experience. Consumers will experience the 6 experience principles in different moments in the store. You will see the key experience design in the next session.
Key Experience
Enhanced Navigation
When people walk into a store, they have different shopping modes. They want to navigate and shop on their own terms and expect different levels of human interaction to suit their shopping modes. In order to enable that, the App-based navigation provides customers with a layer of personalized and relevant information they need while browsing in-store. It also integrates people’s online behaviors into the offline experience.
Shop by Curated Looks
A digital tool that delivers cross-category leading-trend looks to consumers, guiding them to explore and try the products. Help consumers to unlock their possible beauty and expand their beauty product choices whilst connecting their in-store shopping experience to natural online inspiration browsing behavior.
Beauty Look Analysis
A digital tool that helps consumers understand their beauty profile in order to make the best beauty choices. Meanwhile, providing inspiration to explore and unlock different looks. Help consumers build confidence in their unique beauty as they explore looks and try products, elevating their beauty expertise to support them achieve the look and unlock the possible beauty.
Care Table
Need-based product display table that focuses on consumers’ skin needs and concerns. Digital experience helps to find the best regimen with product selections that match each other, ending in a one-click check-out of the sampled products.
Snapshots of
In order to support the client digital team for future development. I created a digital playbook with detailed features, considerations, and required capabilities they need to build. I was also responsible for facilitating the stakeholder's meetings, to help the different teams to align with each other and smoothly develop the product.
