Role
⭐️ Live website
The team
Product Manager, 2 Engineers,
Designer
Introduction
We launched a brand new responsive web experience for Damn Good Beauty, serving 29,000 customers across 151 countries.
About the company
Damn Good Beauty is a Australian multi-brand beauty company challenging the status quo. They offer a variety of ethically-made products through 7 sub-brands, catering to diverse demographics and needs.
Project goal
Damn Good Beauty wanted a central, responsive website targeting the Gen Z and millennial market
Research
I kicked off my design journey by leveraging both primary and secondary research. By analyzing market trends, performing a competitive analysis, and chatting with awesome humans, I'm on a mission to uncover user quirks, preferences, and what makes this beauty market tick!
Market trends
$2.8B
the projected size of the Australian beauty and personal care market by 2028, driven by a surge in consumer interest in skincare.
Over
25%
of Australian consumers prioritize sustainability, considering it "very important" when choosing products
46%
of Australian consumers consider it important to choose products with a "not tested on animals" label.
Over
80%
of acne sufferers use products daily and 25% wear makeup daily.
User interviews
Interview insights
Ethical considerations and brand values are important for all participants, influencing their brand preferences and purchasing decisions.
3 out of 5 participants considering skincare products expensive, while 2 out of 5 are willing to pay more for quality or ethical attributes.
Vegan and cruelty-free products are important to 4 out of 5 participants, who actively seek out such options and face challenges in verifying product claims.
2 out of 5 participants are suffering from acne and are afraid of trying new products.
3 out of 5 participants feel unrelatable by seeing perfect skin models on brand websites
1 out of 5 participants use Damn Good Beauty products as they are affordable and sustainable options
Competitive analysis
Competitive analysis helps me understand the market, rivals, and trends. This insight will shape their marketing, branding, and overall strategy for success in the beauty industry.
Persona development
From my research, I spotted some common threads among my participants. By synthesizing insights from competitive analysis and user interviews, I crafted a user persona.
Empathy map
By deeply understanding the Mia's thoughts, feelings, and experiences, I can identify specific pain points, challenges, and unmet needs she faces.
Setting goal
The above information can then be translated into clear problem statement that articulate the issues the project aims to address.
How might we create a website for Damn Good Beauty that showcases its commitment to vegan, cruelty-free, environmentally friendly products, inclusivity for all skin tones and types, and resonates with millennial and Gen Z audiences?
👩💻 Central website for Damn Good Beauty
☘️ Commitment to vegan, cruelty-free, environmentally
👩🏽 👩🏼🦱 Inclusivity for all skin tones & types
🤳🏻 Resonates with millennial and Gen Z audiences
Ideation
Wireframing
To swiftly explore various layouts, I initiated the creation of wireframes. During this wireframing stage, we were able to identify elements we want to include and those we don't.
Visual design moodboard
Since our brand targets Gen Z primarily, we wanted to make the website fun and quirky. To achieve this, I curated a mood board inspired by Gen Z design and fashion.
Design explorations
️These explorations were good but lack the impactful essence that our brand, Damn Good Beauty, aims to deliver. I came up with the idea of breaking the Damn Good Beauty concept into what they are actually providing and want to provide to their customers.
User testing & client review
After testing three design options with two Gen Z users and one millennial, all three favored the third option. Following that, I presented the designs to our client for review. However, they expressed a preference for emphasizing the brands rather than their individual products on the Damn Good Beauty website. Consequently, I made additional adjustments and delivered the final designs.
Recognition
🏆️ Headless Award
Damn Good Beauty won BigCommerce award
Learnings & takeaways
Creative expression
Exploring fun and quirky design elements inspired by Gen Z culture to create a unique brand identity and user experience.
Inclusivity in design
Learning how to design a website that caters to diverse skin tones and types, ensuring that all visitors feel represented and included.
Finding the middle ground
Acknowledging the importance of listening to and incorporating client feedback into the design process, even if it deviates from initial user preferences to achieve a satisfactory outcome for all stakeholders involved.
