Estée Lauder

Brief

The problem:
Women of today strive for good skin but struggle to keep or follow a skincare routine to help them achieve their skin goals. They also lack knowledge in what products to use and find it challenging to create a habit of a skincare routine.

The challenge:
Enhance and expand the phase 1 of Night Time Expert - Google Action by educating and inspiring users in adopting a night time skincare routine. This will provide a more meaningful experience that drives engagement and retention by giving women relevant skincare support.

We will also look to create thread persistence; maintaining a constant, seamless conversation with consumers across all platforms which is key to increasing ROI and brand affinity.

My role
I was part of a small team to deliver the phase 2 of the action for which I was responsible for the user research, strategy, design and user testing.


Overview

Project length
2 months

Team
1 User Experience Designer
1 Creative Lead
1 Digital Designer
1 Technical Lead
1 Project Lead


Discovery


Who is our audience?
25-35 year old American women who are well-being seekers that believe a healthy lifestyle and nutrition is the key to looking good. They want to start a skincare routine but are confused by the amount of choice and claims confronting them.

How will we measure success?
We will know we have succeeded when we see:

  • Users adopting a night time skincare routine

  • Returning users who engage with the experience

  • Users purchasing recommended products

Beauty counter research

A number of beauty counters like Clarins, Liz Earle, Bobbie Brown and Estée Lauder counter itself - were visited to find out what type of questions the counter staff get asked by their customers to ascertain their skincare goals:

  • How to prevent wrinkles

  • How to stop dry skin

  • What to use to get luminous and brighter skin

  • Want to start a night-time or a general skin routine but don’t know what to use / where to start

  • They don’t know which skin type they have / therefore which products suit or don’t suit their skin

  • What do the key ingredients in the product actually do

The counter staff often give out lifestyle tips to complement their customers skincare regime and give a holistic approach to looking after their skin.

Key barriers to purchase
Time
Too busy to search or stick to a skincare routine

Money
Entry price of one product or range

Choice
Too much choice but same benefits offered by all

Results
Will the time and money invested pay off?

Old values matters
What users value the most when it comes to skincare and starting a new routine are:

Consideration

  1. Reading an online review of a product

  2. Getting a free sample

  3. Talking with a beauty assistant

Engagement

  1. Make them feel valued

  2. Simplify and organise their daily lives

  3. Improve knowledge and skills

Advocacy

  1. Rewards, freebies, discounts

  2. High quality products

  3. Great customer service

Our key insights

Understanding the needs of the user
Top level user flow was mapped out as a starting place to design the conversation for Liv at Estée Lauder (name of the action).

As the user flow evolved, we looked at when the user would return to the experience and how they would utilise the action. We looked into the different factors which could affect skincare to provide a more personalised recommendation to the user.

Mapping out the full logic
Twine was used to create the full structure of the logic. Twine is a tool for building branching structures where you can choose your own adventure stories or conversational interfaces.

At its most basic Twinery has two main views, the ‘story map’ and the ‘preview’.

Mapping out the full conversation helped to determine all the copy needed for the conversations, as well as the assets for Google Assistant on screen. We were also able to prototype the conversation through Twine and get client sign off before the project commenced forward.

Screenshot 2019-01-03 at 16.58.57.png

Quantitative findings

Working with the data analyst, I was able to draw key data insights to get a top level view of the experience usage.

Data Source: rehab internal data warehouse. From 23.05.2018 through to 27.06.2018

Engagement
Our user are spending time in the experience and those who return, are significantly more engaged with the experience.

The blended average of 6 minutes is nearly 3x the Health & Fitness industry benchmark and over 3x that of the wider Google Actions benchmark. (Benchmark source: Benchmarking Bots by Industry and Use Case - Chatbase, 2018)

Data Source: rehab internal data warehouse. From 23.05.2018 through to 27.06.2018

Retention
User retention is good for this sector as 3.7% of conversations are by users returning to the experience.

The current return rate of 3.7% is roughly double the current benchmark for the Beauty sector.

Almost on par with one of the better performing sectors in this space (Sports) at 4%. (Benchmark source: Benchmarking Bots by Industry and Use Case - Chatbase, 2018)

Data Source: rehab internal data warehouse. From 23.05.2018 through to 27.06.2018

Data Source: rehab internal data warehouse. From 23.05.2018 through to 27.06.2018


User testing

From the user testing, we wanted these questions answered:

  • What does our audience think of Liv at Estée Lauder?

  • What features are they most interested in?

  • What features or changes do they believe would improve the experience?

In order to find answers to these questions, we conducted 7 user testing sessions. These sessions were carried out onsite in the office, with females aged 25-35 and cover both the Google Home and Google Assistant version of the experience.

What works well
On a scale of 1 (strongly disagree) to 5 (strongly agree), users were asked to rank the experience based on certain factors.

Screenshot 2019-01-04 at 14.55.18.png

What needs improvement

On a scale of 1 (strongly disagree) to 5 (strongly agree), users were asked to rank the experience based on certain factors.

Screenshot 2019-01-04 at 14.55.41.png

Insight 1
Many users found that there were too many options to choose from at the start.

They also found each of the options to be long, which resulted in them forgetting the earlier options.

This left the users frustrated that they couldn’t explore the earlier options.

“I couldn’t remember all of the options, so I just picked the last one. I got a bit stressed.”
- Kama

Iteration 1 - Simplify
The users were confused and frustrated by the amount of options available when using the experience via Google Home. They couldn’t remember all of the options.

To solve this issue, we eliminated 1 of the options - the skincare routine benefits - as not many testers opted for that option. We also shortened the length of the options.

Both solutions made it easier for the user to remember the options.

Insight 2
Users found the description of the recommended products to be extensive and contain complex terms which they could not relate to.

“Some of the descriptions don’t mean anything to me. I would prefer terminology which I could understand and relate to.”
- Camille

Iteration 2 - Information
We addressed this issue, by reducing the description given and getting straight to the point with tailored information for the audience.

Insight 3
Users had pointed out that the tutorials lacked instructions of how to apply the skincare products. They lacked substance of what a tutorial should contain.

“Didn’t find the tutorials to be useful, wanted them to be more HOW to apply the products”
- Ness

Iteration 3 - Tutorials

To resolve this, we implemented a step-by-step guide on how the products should be applied and have supporting visuals for screen to aid the users.

Insight 4

The nighttime knowledge was well received by the users. They liked the feature of where the article could be sent to their phone.

“The articles were very informative and motivating”
- Josceline

UK rollout

Following the success of Liv at Estée Lauder in USA, the client would now like to rollout the action in the UK with a few iterations to adapt to the UK market.