Project Context
Ever since I was little, I have not been able to be at peace with my natural hair. This sentiment I have shared on many occasions with other Spanish curly-haired friends, who I could count on with one hand.
It is uncommon to find several people with curls within the same Spanish family household, but when that happens. There is no curly hair care tradition to pass on.
Until recent years, those hair types have not fitted the beauty standards. Today specialized information, products, and routines for natural curls and waves have filled the market. So, which one should we choose?
That's the starting point of my project.
Project timeline
My Role
End-to-end project
Including User Research - Ideation - Prototyping - Testing - Iteration.
Research Goals
Research Strategy
Main Findings
Quantitative Research
Main Insights
Qualitative Research
Personas
Final Hypothesis
HMW
Ideation
During the Ideation phase, I started brainstorming ideas with the help of my colleagues. We gathered several times and used techniques such as Crazy 8’s and Lotus Blossom. Ideas ranged from the overall concept of the service up to details, such as specific features. Afterward, we voted considering which were the best options that would cover user needs and pain points.
Solution
Wireframes & iterations
Prototype
Flow: Happy Path
Usability Testing & Main improvements
Usability tests were key to improving certain user flow stages. The inputs I got from users were invaluable. The following examples are just the most underlying changes.
Complete Profile
In the beginning, I started testing a set of wireframes that had various layers of hierarchy which made it confusing for the testers to understand how much info was to be filled, and so the time invested. In addition, communication-wise, it did not provide a clear overview of how far your profile was completed.
Call to action
This was a work in progress job since at the beginning it was unclear to the user what was the call to action button once they were inside the Products section. Many iterations were made to get to the final one which was then approved by the users.
Visual Design
