Design Research Methods

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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


• Leading provider of virtual makeover technology • Web, mobile, and in-­‐store applica4on


Observa4onal Research

• Family friendly • Legacy • Skincare


• In4mate atmosphere • Personal shopper • Customiza4on


• Wide variety • Trial and error • Image


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



Accustomed Naked



Quality Knowledge Trust

Want The Student

• In4mida4on and Privacy • Value and Quality • Trial and Error


• Advise and Opinions • Rou4ne and Convenience

• In-­‐store tool that allows for privacy • Virtual trial and error •  Transparency

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