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About the Brand
Hair Food is an organic hair care brand started in 2015 that offers
sulphate, paraben, mineral oil, and dye-free shampoos, conditioners, masks, and treatments.
They use clean ingredients like honey, avocado, and tea tree oil to strengthen and nourish hair. Customers enjoy a unique sensory experience with each product's fragrant ingredient, and the brand prioritizes eco-friendly packaging.
E-commerce Integration
The brand's existing website did not have E-commerce integration. I performed a redesign with the minimal changes possible with industry-standard practices for a optimal checkout experience leading to successful conversions.
New additions
Research
An unmoderated survey was conducted among people of different age groups based on our target audience.
48.1% of respondents expressed dissatisfaction with their hair quality.
51.9% reported concerns about dryness and lack of volume in their hair.
Consumers choose to purchase products directly from a brand's website instead of dealers in case of incentives such as discounts, free shipping, membership benefits, genuine product reviews, exclusive special offers, and price matching.
Hair care routine
According to a survey conducted by the beauty brand L'Oreal in 2018,
67%
of women in the US have a hair care routine
20%
follow it consistently.
Persona
Caroline
Philadelphia.
Caroline is a 29-year-old physician assistant living an occupied life. She enjoys planning ahead and finding win-win situations. She is also health-conscious and seeks natural products that value sustainable long-term solutions rather than quick fixes.
Goals
To find a hair care solution that can address her hair damage.
To find products that would help her personal condition.
Follow a hair care routine consistently to attain the best results.
Motivation
Anna is motivated by the desire to improve the health of her hair and scalp.
She finds motivation in appreciation and the feeling of achievement.
She also feels motivated when she witnesses visible results.
Likes
Natural, organic products free from parabens and sulfates promoting overall hair health.
Being recognized and receiving incentives and discounts
Brands that are eco-friendly and prioritize sustainability.
Pain-points
Finding the appropriate products for her hair that go along with each other.
She lives a busy lifestyle and feels she does not have enough time to spend on hair care.
Being inconsistent in her hair care routine. She forgets or skips it due to negligence.
I wish I was a little more consistent. I know I can do better. Somedays I forget, somedays I just do not feel like it. I just need a push.
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How might we
incentivize Hair Food product users based on their consistency of use thus increasing customer engagement, loyalty, and sales?
Solution
Hair Food - Hair Care App will be providing the user with a personalized hair care routine that the user can track, journal, and gain rewards which then can be used while shopping through the app.
With this innovation, we can help our users select the right product, purchase it, and motivate them to use it consistently, eventually making them buy more.
Goals
Provide a platform where the user can log in and track their hair care journey.
Encourage users to use the platform by offering reward points that can be redeemed to buy Hair Food products.
Increase the convenience of shopping with in-app e-commerce.
Plan the user’s routine ahead.
Enable users to find their apt product with product recommendations.
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Key Performance Indicators
-
Number of user registrations
-
Time spent by users in the app to complete the tasks.
-
Number of customers retained
-
E-commerce sales: Buying Hair Food products through reward points and discount codes earned in-app
-
Users earning high-level badges
Key Experience Indicators
-
Task Success Rate
-
Notification taps
-
Streaks attained
-
Retention rate
-
Abandonment Rate (Not logging in)
Integration & Delivery Strategy
It will be deliverable for both iOS and Android platforms through the Apps Store and Play Store. It will also be accessible for download on the Hair Food website, facilitating promotions for easy and swift downloads.
Additionally, Hair Food's social media platforms will be utilized to increase awareness of the app and encourage downloads. By expanding the brand's reach through this app, Hair Food can tap into a larger target audience and boost revenue optimization.
Feature list
High priority features
Create an account
to enable the user to have a personalized experience
Onboarding
To make the user understand the key features of the app
Hair Care Quiz
To suggest the most appropriate products and develop a personalized hair care routine for the user based on their hair type, condition, and preferences.
Create a routine
The users can add a product and set the frequency to use it to create their own routine. They can also add/remove/replace the products in the existing routine.
Check tasks
Upon completing the tasks assigned in the routine based on the Hair quiz, users can log their activity, mark them as done, journal it, and earn rewards for in-app shopping.
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Push Notifications
Task reminders will help users maintain consistency and experience better results.
Add to Journal
To monitor progress over time, users can log into their journal, upload a picture of their hair, add a note, and view logs later.
Earn Badges
Badges are awarded based on user log consistency to motivate and engage users with the app over different time frames.
Shop Products
The app offers an optimized e-commerce experience for users to shop with ease and maximize sales.
Share product
To share a product link with potential users, simply copy the link to the clipboard.
Wishlist
Users can add items to their wishlist for easy access and later purchase.
Apply filters
To search easily among the variety of products Hair Food sells.
Check delivery availability
based on user location pincode.
Avail Discount Code
during checkout for a better shopping experience.
Technical Dependancies
Sign-up with Google - Google Cloud API
View delivery availability - Google Maps API
Earn Rewards/Coupons - Tremendous API
Point Tracker - Connected with Hair Food (respective points are added to the account when a task is checked)
Notifications about upcoming tasks - App Notification permission from Android/ iOS
Data Storage - Permission from the phone system to store in-app data
In-app E-commerce - Payment gateway integration, Inventory management, User management, Security, Delivery management, Refund, Cancellation, and Compliance
Upload pictures - Permission to access the device camera
User Flow
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Site map
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Sketches
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Wireframes
Style Guide
The style guide of the app is based on the Hair Food brand's official colors for consistency.
Color Palette
Primary colors
#FEF9F5
#000000
Secondary colors
#EB9E64
#B2B2B2
Typeface
Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcedefghhikjlmnopqrstuvwxyz
Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcedefghhikjlmnopqrstuvwxyz
Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcedefghhikjlmnopqrstuvwxyz
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcedefghhikjlmnopqrstuvwxyz
Photograph Signature
abcedefghhikjlmnopqrstuvwxyz
Buttons and Icons
Mobile app UI
Link to High-fidelity prototype (Figma):
https://www.figma.com/proto/2cPWAIu0eAcFz9DQjieUDM/Hair-Food-App?type=design&node-id=694-4902&scaling=min-zoom&page-id=665%3A1784&starting-point-node-id=694%3A4892
Scan QR with mobile device for best view
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