About
GoPretty is designed to empower users by helping them establish healthy habits and grooming practices that contribute to an increased sense of confidence and self-assurance. By providing resources for personal development, our app aims to promote overall well-being and empowerment.
Problem identification
The other day, I was working in my office and thinking to solve a design problem. I was lost in my world until Amisha came and asked to have tea with her.
As I delved deeper into the design problem, I realised that many girls are often self-conscious about their appearance. Even when we compliment them, they may still express doubts about themselves. For example, when I complimented Ayushi on her glowing skin, she immediately showed me a small red pimple on her cheek and expressed her frustration about wanting clearer skin.
Why is this happening, when I researched about it I came to know most of them don’t know how they should groom themselves, some don’t get the opportunities to learn and explore and some don’t have the access to possible solutions.
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Research
Both primary and secondary research has been done to understand the problems' depth and follow empathy. The journey started with user interviews to understand users and their real-life situations.
“Also, to understand if this is a problem or not”,
A set of questions, such as, how do you feel about yourself, how much time do you spend on shopping etc have been analysed.
In the mockup interview to find the right users and understand if my questions are right or not. From the mock-up interview, it was realised that they are continuously under the impression of being judged. Some said that they try to follow other people, and some said they don’t have any clue about grooming and personality development.
A list of questions covering complicated beauty, fashion, health, and personality topics has been prepared. A range of questions has been prepared to understand their actual frustrations, opportunities, inspirations, and behaviour.
In-depth user interviews have been conducted with 7 potential users on their experience of shopping, getting ready for any occasion, health, achievements and personality development. The interviewees belong to different regions and have different socio-economic backgrounds.
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Research Insights
After speaking to the users’ many intriguing insights came out. To identify problems, the gathered insights were converted into meaningful data to identify problems with the help of the user journey.
The emotional behaviour of the users has been identified by empathising with the user.
To go in-depth and gain a better understanding, the critical user journey of our potential user has been analysed individually.
The frustration, opportunities, behaviour and inspirations have been taken from the interview to get the touch-points. Few important of those have been listed out below-
The insights that came from user research and interviews helped me to understand which are the main areas to focus on. Some of them are as follows-
After getting the interview insights and the user journey, a focus on secondary research has been given to understand the existing solution in the market and the status of girls on a broader level.
Broader industry perspective and their solutions
Cross-validated the insights that I got, I have done secondary research. According to secondary research findings, it becomes evident that grooming eases the negotiation of social turf and evolves an identity of confident and energetic self. Girls try to rely on the bogs, especially known brands that they find more trustworthy. Girls from lower socio-economic backgrounds still rely on celebrities, TV and movies. They try to recreate the whole look after finding their inspirations. (Sur, Piyali (2017), beauty and the internet: Old wine in a new bottle, Journal of International Women’s Studies, 18(4), 278–291)
In another study, various reasons to buy cosmetics product have been depicted, in which good looks was at the top, indicating their importance in our lives.
To understand how the user is currently solving their problems a market is analysed. It helps to understand how users want to do it and what products are they using. We tried to find competitive apps that give all the solutions in one place but it is not in existence.
Competitive benchmarking
These platforms are focused more on selling the products rather than the well-being of the customer.
We can’t solve the well-being of people but we promise to
improve it by supporting and guiding them through their lives.
Conceptualising
After understanding the insights and the solution, I approached the ‘How might we’ and "Reversal question" technique to generate ideas.
Gathering data together on paper
After taking baby steps now is the time to prepare for the marathon of making GoPretty a happy place. The ideas are grouped together to give a meaningful solution, a glimpse of which is below-
Penning down the thoughts was a joyful journey but converting this journey into a bigger one is going to be a more beautiful one. The idea of paying attention to the girl's well-being was the one thing that kept me moving which is getting reflected in the following screens
A glimpse of GoPretty
