3 months marketing and user research project on Philips male grooming product and digital service. I am a UX designer and assistant researcher responsible for conducting user research and building a clickable demo to test the mobile version of the app for the Chinese market, gathering feedback to validate the product concept and branding strategy.
Smart Male Grooming
Design Research / User Testing
partners: Nelson KUO, Ryo-ching Teng, A-wu i Role: ux designer & REsearcher, workshop facilitator
Brief
Exploring Hi-Tech male grooming skincare market viability and China user needs for outpacing the competition
Philips is looking to introduce a new high-end innovative male grooming product (skincare + grooming ) into the Chinese market, which enable men doing grooming while having personalized skin diagnosis and caring. To bring their new technology skincare solutions ( IoT, blue tooth and big data ) to market, we are assisting Philips in defining user needs and see if the product and service concepts are compelling to them.
Reframing Perspectives and Ideation
We used Design Thinking and Service Design methodologies to help marketing teams develop user perspective and brainstorm concepts to be validated
In 2 days Design Sprint with Philips marketing and product team, we prepared design toolkits- storyboard, scenario walkthrough and quick prototyping, to help participants rethink the problem and foster mindset change from “Value Promotion” ( 4Ps of Marketing) to “Value Creation“4Ps Approach”
Problem Reframing
“How might we enhance product value and strengthen customer engagement on Philips service in using smart grooming products.”
concepts
Aging competition . Role model & goal setting
Aging simulation . Data strategy
Coaching plan . Survey assessment &
Rewarding
Storyboard for brainstorming ideas
Affinity mapping and dot voting for product concepts
Wireframing and Prototyping
User Test flow mapping
User Testing and Data Analysis
With the analysis of User Insights and Google Analytics we started to have a general idea on user feedback and behavioral patterns.
We structured a user research plan of using different methods to collect insights and feedbacks from existing users and potential ones. The research phase consisted in the following activities:
4 rounds of focus groups ( 16 interviewees )
6 rounds of In-depth interviews ( 6 experts )
3 days Online user testing ( 150+ participants )
Every design iteration was tested with users: from the questionnaire, content, data visualization and to the interface flows. Iterating design constantly based on user validation resulted in a user-friendly and context fitting design.
4 focus groups / 6 in-depth interview and online testing +150 participants
Stimuli: App prototype, product concept and storyboard
Result
The findings of research were helpful for Philips HQ marketing and product design team define China market strategy, value proposition and product / service integration. The smart grooming products were brought to market after 3 months and reached 7% growth in revenue in one month.