Custom lipstick shades for all skin tones
Role:
Challenge:
As the beauty community continues to grow with new brands, trends, and products, makeup enthusiasts would agree there is still a lack of skin tone representation. Women of color find it frustrating to shop for makeup when they can’t find a shade that matches their unique skintone.
Solution:
Playground lipsticks offer diverse shades with skintone details included. This helps all makeup users easily find lipstick shades that compliment their skin, while creating a more inclusive and empowering beauty community.
Discovery:
Until recently, beauty brands did not provide inclusive product lines, excluding many women of deeper skintones or types. Newer brands such as Fenty Beauty or Dose of Colors are bringing light to the beauty industry by providing a larger range of diverse products. I surveyed over 50 potential users to understand their makeup goals and what products would help them in their daily routine.
User Flows:
Based on user feedback and competitve analysis, I created a three step user flow highlighting lipstick quality, shade range, and ease. I focused on these elements as it catered to all usage levels and made it easy for the user to find a shade match.
Wireframes:
Focusing on brand identity, diversity, and leading users through an easy customization process, I created various wireframes and brand elements. When brainstorming, I used my own lipstick products as inspiration which led to common makeup terms such as “swatch” or “play,” that helped convey the desired experience.
User Testing:
Using tools like UsabilityHub, I created A/B and Scenario tests to undestand user preferences better and ensure they were able to use the product. I found that users preferred visuals of the lipsticks consistently and wanted an easier checkout process. Taking those into consideration I applied design changes as needed.
Option A: Lipstick finishes as radio options Option B: Lipstick finishes as visual options
Learnings:
Overall, users enjoyed the Playground experience however I would like to iterate on the visual design more and create a more modern and interactive shopping experience. This project helped me discover best practices for ecommerce experiences and user testing. It also helps solve a real life problem for women of color to be equally represented in the beauty community and foster a positive, more realistic beauty standard.
