Smudg is a skincare and makeup platform based in Mumbai, in which users will have access to product recommendations, tutorials, creating personal routines and the ability to communicate with others within the community.

•  Create a way for users to state their intent when discovering products for routine use?

• Create a fun, easy way to use a dashboard, where users can access all information for their specific product regimens?

• Create a feature so users can interact with the Smudg app and continue to “opt in” for additional recommendations, all while keeping them engaged?

• Help users create a habit and continue to keep them motivated to follow/complete their skincare routines easily everyday?

In order to create a functional, need based product, we conducted several types of research. We utilized Competitive Analysis of direct and indirect competitors in the current marketplace in search of display, sequence, engagement and motivation. User Surveys assisted in collecting data on pain points, task completion, synchronization, skincare regimen and app alerts.

Troveskin was the leading competitor. The app was well organized, engaging, and was clear with CTA and instructions.

The goal of our User Survey was to gain a better understanding of what motivates users to start a routine and maintain it by building a habit. When surveying our users with additional app feature collaborators in mind, it was necessary to remain conscious of survey completion time. Due to this, the Routine Completion questions were narrowed down, and responses were analyzed and applied to the sketches of key screens.

When further analyzing our research, the focus turned to User Flows and Persona Iteration. In order for the user to travel through the Smudg app, user flows were designed for a New Smudg User, a Smudg Subscriber Without a Routine, and a Smudg Subscriber With Existing Routines.

Personas were iterated from previous user interviews (conducted by Smudg prior to this project) as well as current user survey results. The Goal: to understand the user’s triggers for routine creation. This includes proper product pairing, accurate product descriptions, quick and easy discovery, product knowledge, confidence and clarity.

Usability Test Findings, Round 1

According to our test subjects, there were no major issues when navigating throughout the Routine Feature in order to create a routine within the Smudg app. Here were a few of the suggestions and difficulties that were taken away from the test and applied to reiteration of wireframes.

• Dashboard felt congested

• Diary Log was confused for Routine Checklist

• Adjust Hierarchy on main screens

• Verbiage is confusing when saving a recommended routine

• Some difficulty when viewing product information in Brightening Routine

Usability Test Findings, Round 2

Overall, the users were pleased with the flow of the prototype. They didn’t incur any issues when completing the tasks asked of them. The feedback that was received was a bit more inquisitive as to how some of these displays were determined. This information would be gathered during the onboarding process, a feature created by a different set of students within the enlarged group and not fully relevant to the testing of our portion of the app. Some of the same issues were addressed, such as hierarchy, clarity and congestion. However, this was the first time user intrusion was introduced, as they felt the dashboard was their safe haven, and they didn’t wish to have any pressure to make additional purchases.

• Adjust the hierarchy of buttons to lessen confusion

• Remove “Recommended Products” from the Dashboard to avoid the feeling of intrusion

• Provide clarity as to the end use of “Tips and Tricks”

• Likes the idea of progress photos and skin match percentages

• User is unclear as to how the skin match is calculated

Many challenges were faced while working through this project.  We focused on what could be controlled, and kept the client as our top priority.  Much of the difficulty encountered came from the disconnect between the two groups of 4 students. 

We found that with the introduction of a 3rd time zone, communication was increasingly strained.  Our East Coast group was as forthcoming as possible with the work we completed, the discussions with Smudg as well as meeting agendas and recaps.  

Unfortunately, those efforts were not reciprocated.  Due to this, we were forced to make assumptions as to the design of their specific features of the app and design accordingly.

Additionally, due to the number of separate meetings between the student groups and Smudg, it seems as though the communication of goals and directives was not consistent throughout the life of the project.  

Being that Smudg is a startup in the early stages of development, we found that their enthusiasm for the creation of this app was very apparent in the initial project scope.  The early list of tasks to complete was unrealistic with the short timeframe.  When this was realized, the scope was revised and divided amongst pairs within each group of 4 students.

My group maintained a professional working relationship with the others, and a stellar connection with Smudg.  The finished product showcases the best possible outcome without including the Smudg founder in any of the internal challenges faced.

After completing the final stages of the Smudg app within our scope, we presented next steps for the company to utilize as they move forward with the development of their app.  We shared global recommendations, as well as specific suggestions for each feature.

General

• Create a brand Style Guide 

  • Reflecting a gender-neutral appeal

    • Color scheme, font choices, button shape, imagery

• Clarification of main business goal

  • Reflecting through the entirety of the app

    • Navigation, Hierarchy, Imagery, Videos, Ads

• Separately Designed Profile Page

  • User can note any changes to their skin or priorities

  • User may access or retake any assessment quizzes

• Product Offering Imagery

  • Studio quality photos

  • Ability to remove background

Routine Specific

• Define Smudgkit and its role within the app

• Define the amount of routines a user can create and store

  • How will this affect the Dashboard spacing and layout?

• Clarify if Recommended Routines will showcase products the user already owns, or if they’re all new

• Provide more accurate information on skin match percentage

  • How will this information be collected without intrusive inquiries?

As our individual conclusion to this project, we propelled our vision forward by designing a Style Guide and High-Fidelity versions of two key screens in the Routine Creation feature. It embodies the cohesion of a clean, fresh, gender-neutral design of which can easily reflet both skincare and cosmetics for Smudg.