Hypothesis What would make the cosme4c buying process less in4mida4ng?
Garima Kumar Afiya Owens-‐Khalfani
Design Research Methods Fall 2010
Market Stories
• Virtual makeover studio • Hairstyles, makeup and jewelry
The Daily Makeover
• Virtually try on sunglasses • Live camera feature
Ray-‐Ban
• Leading provider of virtual makeover technology • Web, mobile, and in-‐store applica4on
EZface
Observa4onal Research
• Family friendly • Legacy • Skincare
Kiehl’s
• In4mate atmosphere • Personal shopper • Customiza4on
Lush
• Wide variety • Trial and error • Image
Sephora
Consumer Personas Interviews
Mo#ves: “I wear it almost every day, about 90 % of the 4me” “My biggest concern is to find makeup that lasts” Fears: “I’ve experienced bad allergic reac4ons, so I always check the ingredients”
The Mom
Mo#ves: “I always want to look fresh” “My primary concern is having healthy skin” Fears: “ I never buy makeup at drugstores because of the poor quality, I’d rather buy the more expensive products that are be]er for my skin”
The Professional
Budget
Confidence
Accustomed Naked
Value
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Quality Knowledge Trust
Want The Student
• In4mida4on and Privacy • Value and Quality • Trial and Error
Insights
• Advise and Opinions • Rou4ne and Convenience
• In-‐store tool that allows for privacy • Virtual trial and error • Transparency
What’s next...?