increasing engagement rate for a skincare brand
Conducting brand and business strategy for a skincare product line to increase customer engagement and grow email list.
MELÉ Skincare – CASE STUDY
MISSION
MELÉ Skincare is a beauty brand offering products to customers with high-melanin skin
TIMELINE
This project was completed over the course of 5 weeks with two other designers. Desk and user research took approximately 2 weeks and once a strategy was created, designs and iterations took another 3 weeks.
STAKEHOLDERS
Users, Marketing Teams, Brand Strategist
SERVICES
Market Research
User Interviews
UI/UX Design
User Testing
IMPACT
Increased Click Through Rate by 54%.
Reduced Dropoff Rate in 'Skin Diagnostic' test by 37%.
What is MELÉ?
MELÉ is a skincare brand that caters to customers with melanin-rich skin. The company's products are backed by science and made with ingredients that nourish, enhance and protect the beauty of melanin-rich skin.
Project Goals
Project goals and KPI were mapped out before the project began in order to maintain a clear strategy and facilitate successful solution tracking.
Increase Customer Engagement
Grow the company's email list
Reduce Website's Dropoff Rate
The process
PHASE 1 – Research
Key Insights were collected thru desk research, user interviews and surveys in order to develop a strong business strategy
Desk Research
LOOKING FOR A TARGET DEMOGRAPHIC - KEY TAKEAWAYS
40% of men have never used a skincare product designed for men.
According to an ACUPOLL Precision Research study, 63% of men do not regularly wash their face and findings show that 40% of men have never used a skincare product designed for men.
Men's skincare is a growth market
According to a Grandview Research report, the men’s skincare industry is expected to grow at a compound annual growth rate of 6.2% focusing on green formulations in response to the growing demand for natural ingredients.
User Research
GETTING TO KNOW THE CUSTOMER
Male consumers have a minimal skincare routine
70% of users interviewed reported that they either have no skincare routine or a very minimal one that only includes cleansing with a non-specific soap
Male consumers spend minimally on their skincare
4 out of 7 users interviewed reported that they spend less than $20/month on their skincare routine.
The process
PHASE 2 – Strategy
After our desk research was completed and user interviews were conducted, key insights were compiled into affinity maps to better understand the needs of the customers.
Key Takeaways
Insights gathered from our user interviews that helped inform our design strategy
Ads are good for exposure
Better education won't make or break it for purchasing products
Participants will do some kind of research prior to purchasing
Participants don't spend a lot on skincare products
Targeting an untapped market
ADDING PRODUCT OFFERINGS AND OPTIMIZING THE SALES FUNNEL TO ATTRACT A NEW DEMOGRAPHIC
A first-month free trial set followed by a curated subscription skincare box was incorporated into the existing skin diagnostic quiz to give customers the chance to sample the products before subscribing. Advertisements were designed with obvious CTAs, clear copy and relevant product information to be used in ad spaces by MELÉ.
The process
PHASE 3: PROTOTYPE TESTING AND ITERATION
2 rounds of user testing was conducted to insure the product was usable and intuitive with target users.
Promoting Inclusivity
For a brand that is all about empowering those with melanin-rich skin to lead a more skin-healthy lifestyle, inclusivity is of the utmost importance.
Value of Design: "I'm not able to choose my skintone using these buttons" - Tester
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Final Design
To be more inclusive, we added an intuitive slider that fits within design standards, avoiding radio buttons
Initial Design
Standard skin tone selector that does not allow for granular selection
Adding Icons to alleviate confusion
During our initial testing rounds, users were finding it difficult to find the trial set feature.
Value of Design: Decreased misclick rate by 70%
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Final Design
Improved quiz with more specific, target demographic based questions and icons.
Initial Design
Users were experiencing a 51.9% misclick rate.
Adding a banner and an obvious CTA
During our initial testing rounds, testers were having difficulty finding the free trial kit CTA.
Value of Design: Decreased bounce rate by 54%%
Final Design
Added a banner with an additional CTA to make it obvious to users.
