Overview

Social media's rise brought influencers, but trust remains a concern; do they genuinely endorse products or are they simply chasing financial gain?

Everyday individuals are finally seeing beyond the glamor of influencers, recognizing and vocalizing that the products they promote lack the exceptional quality often portrayed. When thinking about this, I noticed a common behavior among young women. They frequently seek guidance from their closest friends, relying on their trusted circle for advice on various matters, even on seemingly trivial matters like beauty purchases. Conversely, these friends eagerly exchange recommendations and insights on recent purchases. With that in mind, I created a community-oriented app where friends and beauty enthusiasts can share and review various beauty products.

Research

Research Goal

I was interested in understanding how users approach and perceive the online beauty community... 💭

As a girl who’s been online since my teenage years, I have seen three prominent issues regarding influencers, the beauty community, and the internet in general; trustworthiness, jealousy, and the fear of being embarrassed. My ultimate goal is to enhance the community's bond and provide users with more informed, trusted perspectives regarding beauty products.

Competitor Analysis

Apps within the beauty space prioritize their own interests, as well as those of beauty brands and influencers, at the expense of reliability, trustworthiness, and authenticity.

Click here to view competitor analysis

Some other key insights were:

Negativity on social media can dampen user enthusiasm and participation, preventing them from engaging within the beauty community.
Finding common ground where business goals align with user goals ensures that the community remains vibrant, relevant, and trustworthy.

User Interviews

I found that when a friend or family member purchases one's recommendation, it reinforces trust and appreciation, boosting confidence and providing a fun conversation topic.

I talked with five individuals directly over Zoom to understand their experiences within the beauty community, aiming to gain insight into their perspectives, needs, and desires. My main research objectives were the following:

Gain insights into how users perceive social media influencers
Identify how users approach and navigate shopping for beauty products
Understand the role social media influencers have in shaping users opinions and behaviors
Understand the role friends and family have on users' shopping behaviors

These discussions revealed that product reviews are a major factor in consumers’ purchasing decisions, often swaying whether or not they choose to buy. Influencers and social media were also noted as contributing to feelings of inadequacy and self-doubt, as people feel pressure to meet unrealistic standards and continually pursue more. Many participants shared that the broader beauty community can be overwhelming, leading them to seek out smaller, more supportive groups—like their close friends—which they find more comforting and beneficial.

DEFINE

Affinity Map

People seeks suggestions from individuals with similar traits and experiences, which helps to create a feeling of relatability and authenticity.

Click here to view affinity map

I organized the key insights by grouping them based on similarity and topic. Among the most important findings were the following:

People are skeptical of influencers and their product recommendations, questioning their authenticity and motives.
When individuals feel respected and supported within the community, they are more inclined to share their experiences and insights thus enriching the collective knowledge base and fostering a sense of belonging.

POV & HMW

To refine my brainstorming, I developed a POV statement and How Might We question to empathize with users and spark innovate solutions.

This approach ensured that every design decision was centered around the user's needs, desires, and pain points, keeping their perspective at the core of the process. It led to the formulation of an actionable How Might We question that guided and inspired all subsequent work.

User Personas

People need a positive community that prioritizes mutual support, guidance, and assistance over financial incentives.

Click here to view user personas

I created user personas by consolidating key motivations, goals, and frustrations from my findings to keep my focus sharp and ensure I address the most important priorities.

Ideate

Project Goals

My aim was to establish a trusted community for friends and beauty enthusiasts, revolutionizing the current beauty landscape.

Click here to view project goals

Feature Roadmap

Being mindful of project timelines, I brainstormed what I believed to be the essential features for an MVP.

I identified four key insights from my interviews and analysis. Based on these, I outlined two main functions for the MVP which you can see below.

After outlining the core features to prioritize, I began to brainstorm additional features necessary for the core function and future designs. Below is my list of features ranked by priority. Given the project's time constraints, I focused solely on designing Priority 1 features.

Sitemap

I crafted two sitemaps for the app, one beginning at the login page and the other at the home feed, aiming for a thorough grasp of the app's layout to anticipate all potential scenarios.

Click here to view sitemap

User Flows

I prioritized three primary tasks; posting a product review, adding product to wishlist, and adding a friend.

Click here to view user flows

Design

Low-Fi Wireframes

I created low-fidelity wireframes to test the layout, user flow, and core functionality, with room for future adjustments.

Post a product review

Add product to wishlist

Add a friend

Branding

Community, authenticity, playfulness, and empowerment—served as the foundation for sculpting the brand identity.

It was time to add some personality into this app through branding, capturing the very essence of beauty synonymous with the beauty industry.

So why the name Pretty Thoughts? I reflected on the app's purpose; friends exchanging thoughts and opinions on various beauty products. Beauty products serve as tools for enhancing features, boosting confidence, and expressing individuality, ultimately fostering a sense of beauty and empowerment. Considering both how people feel when using beauty products and the purpose of the app, I came up with "Pretty Thoughts."

Logo Design

The logo is inspired by both femininity and intellect, embodying the beauty of the mind or perhaps... pretty thoughts!

This design resonated with me because it embodies empowerment, knowledge, and strength. It brings to mind phrases like "knowledge is power" and "the power of beauty." These expressions emphasize how knowledge and beauty wield significant power. I believed it was essential to convey this message in the brand's logo, as I want users to feel empowered while using the app. Users can reclaim control from the beauty community by making informed decisions through conscious research and shared opinions. Together, we can take back our power and avoid being misled by social media and beauty brands.

Click here to view logo

UI Elements

With the stylistic decisions made, I consolidated all UI elements to form a cohesive style tile.

I created a welcoming brand identity aimed at uplifting and empowering users. Instead of the typical pink color scheme often found in the beauty industry, I chose a soft yet strong purple, which I believe embodies empowerment. To further enrich the branding, I introduced a subtle yet vibrant pop of yellow, fostering a joyful and supportive community. The result? A brand that is both inviting and inspiring, encouraging users to reclaim their power within the beauty community.

Click here to view style tile

High-Fi Wireframes

And with that, I created my high-fidelity wireframes! Now showcasing logos, UI components, and photos, enhancing the visual appeal and adding a touch of beauty to my design.

Post a product review

Add product to wishlist

Add a friend

test

Usability Testing Goals

Getting initial thoughts about about Pretty Thoughts...

I spoke with five participants about Pretty Thoughts as whole. I wanted to get their overall thoughts and insights about this app and understand if users found it to be usable, accessible, and enjoyable. Each participant took approximately 15 minutes to complete the three tasks as well as provide constructive feedback about the website. My main goals for usability testing were the following:

Assess users’ ability to independently navigate through the app
Identify completion rates and pinpoint potential barriers / sources of frustrations that could create difficulty for users or lead them to abandon app
Gather insights into how this app effectively meets their needs for trustworthy reviews and information on beauty products

Feedback

The results are in... and they're glowing! Participants described it as a beneficial tool and believe it should be brought to life as a real app.

I received some fantastic feedback about the app! All participants expressed how they can envision themselves, as well as their friends and family, using it.

Some other key insights from using testing were the following:

Participants praised the app for its simplicity and ease of navigation. They found it straightforward to use, with minimal difficulties. Overall, every participant agreed that the app was user-friendly.
Participants voiced their approval of the color palette, indicating a positive response to its overall visual design.
Participants expressed their appreciation for the “I enjoy it with…” section, finding it extremely helpful. They noted that beauty enthusiasts often ask about product pairings, like "What's your foundation routine?" This feature could answer those questions.

Iteration #1

For the "New Review" button, I opted to use a pen icon to better signify its intended function.

Some participants expressed confusion about the plus icon on the navigation bar when asked how to write a new review. I expected users to interpret this button as writing a new post or review. However, they were unsure about its meaning, wondering what exactly they were adding with this button. Given that people write reviews, I believed that a pen icon would suggest the action of writing a review.

Iteration #2

To bring the shopping experience full circle, I added direct shopping links onto the product's dedicated page.

Participants explained that this could enhance the shopping experience by allowing users to reads reviews from their friends and then lead users to where they can make purchase. Initially, I hesitated to implement such an idea, concerned about users feeling exploited or perceiving it as a cash grab. However, upon reflection, I believe that integrating this feature would complete the shopping process and bring it full circle.

Iteration #3

I added a section where users can suggest complementary products to the one they are reviewing to help users find the perfect blend of products.

Participants mentioned that it's helpful knowing which additional products pair well together. As a result, I added a new section called "I enjoy using it with..." where users can share the products they like using with it. It's common for people to use multiple products simultaneously, but not every combination is successful. This feature could help users discover the perfect blend of products for their needs.

Final Prototypes

Write a product review

The user tried a new beauty product, loved it, and wants to rate and review it to help others interested in similar products.

Interact with prototype

Add product to wishlist

Upon seeing a friend's recommendation, they want to add a product to their wishlist for future reference, preventing it from slipping their mind.

Interact with prototype

Add a friend

The user wants to add someone as a friend to see more reviews from them on their home feed.

Interact with prototype

Metrics for Success

Looks dazzling ✨ But how will I measure success for Pretty Thoughts?

By focusing on these metrics, it will ensure Pretty Thoughts shines in the beauty app universe:

User Engagement: Track daily active users and how long they’re spending on the app.
Friend Referrals: Track how many users invite their friends and family to join the app.
Retention Rate: Track how many users come back to share their beauty finds after their first week or month.
Purchases From App: Keep an eye on sales generated from in-app shopping links.
Feedback and Reviews: Collect qualitative insights on user experiences—what do they love and what can be improved?
Diverse User Base: Measure the diversity of our users to ensure the brand reflects a broad appeal within the beauty community.
Trustworthiness: Survey users on how reliable they find the product recommendations.

Future Thinking

Where does Pretty Thoughts go from here?

Partner with beauty brands

Pretty Thoughts can enhance user experience by collaborating with beauty brands to offer exclusive discounts and early access to new releases. By integrating sponsored content transparently and distinguishing it from user-generated reviews, we can maintain authenticity and trust within our community.

Affiliate links for trusted friends

People often view influencer recommendations with skepticism due to concerns about authenticity. I think it could be interesting to add a feature where users can share their affiliate links with friends after writing a review. This approach would not only disrupt the industry but also benefit both the user and their friend, creating a win-win situation. The user earns a small commission while the friend gets a genuinely good product!

Project Reflection

Taking a moment to reflect...

This endeavor was incredibly rewarding. I developed an app that's not just usable and accessible, but also resonates deeply with users who express a desire for its real-world existence.

My biggest challenges were logo design and MVP feature selection. At the beginning, I was tempted to include numerous features; however, I redirected my focus towards priorities and refining essentials. Feedback from peers and mentors was crucial for logo creation, leading to multiple iterations for the best outcome. Given more time, I'd dive deeper into branding. I would have dedicated more time to exploring various ideas and seeking inspiration to capture the essence of the app effectively, ultimately setting it apart from others in the market.

Developing a comprehensive mobile app design provided me with invaluable insights into intuitive design principles. This project served as a culmination of my learnings from Designlab UX Academy, allowing me to refine my skills and attain a thorough understanding of UX design.