D2C

Lean venture development:
Zoé & Me

Overview

In this B2C project, digital product ideas were to be generated and validated based on concrete pains and needs of end customers with the strategic goal of establishing direct contact with them.

We developed a concept of individual looks in a box, created by a real make up artist with custom product selection and a tutorial for application.

In a course of half a year we iterated the idea including packaging, logistics, UX and UI in a startup mode.

Setup

Duration: June 2017 – January 2018
Team: etventure (today: EY Studio+)
Industry: Cosmetics
Client: White label producer of cosmetic pencils
Role: Lead UX / UI Designer

In a nutshell

Empathy work
User Research
User Interviews
Personas
Ideation workshops
Design process
Idea scribbles
Landing page design
Brand Identity
Content Production
Marketing
Online marketing assets
Sanity and design check for slide decks
Brand and naming workshops

Details

Exploration phase
After the briefing of our client we brainstormed many ideas that we would like to test. I created 13 different idea scribbles that we tested with potential customers.
To reach our target group we walked through shopping malls waiting in front of make up stores to interview them spontaneously and show them our ideas.
Landing page test
I designed a first landingpage with mockups of the box and our benefits as well as how the idea would work. For the start we called it Leah after one of our interview partners.
Brand development
I conducted a naming workshop with the team to find a fitting name for our product.
Next to developing the logo I explored possible approaches to the look and feel of our website. The goal was to be perceived as high-quality while still feeling approachable for young people interested in the newest highlights on the make up market.
First prototype
We included a typeform questionnaire about look and preferences on our landingpage. 95% mobile traffic required focus on mobile design.
The design was handed over to my technical Product Manager in the team who implemented the website in Shopify.
Packaging
As we iterated the branding of Zoé & Me, we also worked continuosly on the packaging experience.
From a self made card box prototype that we developed in a packaging workshop I designed the branding for a manufactured box. I also created the tutorials that were put in the boxes, including all illustrations and steps necessary to cover all use cases together with our make up artist.
MVP launch
I continuously iterated the UX and UI on our website as we wanted to strengthen our make up artist as main USP. These optimizations all worked towards an improvement of our conversion rate.
I created Facebook and Google ads and photographed testimonials for the visuals needed. We also used the chance to shoot a small brand video.
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Happy to get in touch:
+49 151 17828 422
lisacarlotta.schley@gmail.com
www.linkedin.com/in/lisa-schley/