Personas
Users Needs
3
Carolina Silva
Hillary Miller
Apprehensive Student
Clean Living Mother
“I don't change my routine because I'm scared that a new product may worsen hair loss.”
“When it comes to buying products, especially in the realm of food, my top priority is buying from reliable brands.”
Hillary Miller who lacks trust in brands needs a way to get informed about consistently good and trustworthy ones because too many of them have intentions that are unknown and stores don't always have consumers best interest in mind
Carolina, a busy law intern, needs to compare several haircare product formulas at once because she wants to purchase the best available product that won't worsen her hair thinning.
How might we make consumers feel safe to try products and brands?
How might we utilize our database to discover products with similar formulas?
Matthew, a busy college student, needs clarification on skincare ingredients for his sensitive skin to establish a safe routine, seeking clarity on ingredient compatibility and efficacy timelines
Hassan, a supermarket stock manager with diabetes, needs direction and structure on his health journey because he does not want to waste time on the wrong diet and lose his motivation.
How do we inform users on what ingredients they can't mix?
How might we make users of different cultures/diets feel connected to their new diets?
Matthew DeLuca
Hassan Ali
Acne-Ridden Teenager
Cultural Foodie
“I carefully research products ingredients before trying”
“I’m trying to eat more fruits and vegetables but my wife likes to cook with too much ghee and my portion sizes are big”
Creating apps that prioritize inclusivity and intuitive design is crucial. Inclusive apps accommodate diverse user needs, such as different abilities,
NEXT PROJECT
Connect
WHAT I LEARNED
PROJECT
Product UX/UI
TEAM
Genesis Lema, Redwana Choudhury, Nicole Preisel, Keishlyan Carrero
DURATION
4 months
TOOLS
Figma, After Effects
Market research
affinity map
Competitors
1
Carolina Silva
Apprehensive Student
Categorization of skincare items
Personalized check up & Progress tracker
No Band-Aid solutions
Hillary Miller
Clean Living Mother
Brand Authenticity & Background
Humanely sourced products or brands
Have claims in packaging been third party approved
Needs a reliable means to stay informed about brands that are reputable
Brand Profiles
Needs to know how product ingredients will interact with her thinning scalp.
Personal Score
User
Carolina Silva
Actions
Mindset, Thoughts, & Emotions
Ideas to improve
After Carolina's internship, she was about to take a shower until she realized she ran out of shampoo. She decided to stop by Ulta quickly to pick up her usual brand of shampoo.
To wash her hair with products she feels comfortable with
To reduce hair shedding
3 Weeks
Arrives at Ulta
Finding Alternatives
Google, Yuka
Ulta employees
Scanning any shampoo she sees
Purchases new shampoo
She struggles to find a comparable product in terms of clean ingredients and price point.
Ended up paying more than she intended.
Notices an increase of hair shedding
Researching products online is tedious and time-consuming
Website plug-in to scan products during online shopping
User polls/ratings to warn others of product experiences
Factor in a product's price to help make easier decisions
Recommendations offered for clean products as well
Product Decision
Adoption of Product
Self-Research
Returns Bad Product
Scanning Process
Focus on Diet
Ulta Employees
Instagram, Google, iPhone
Tries new Healthy meals
Relieved
Buys the product with Yuka's highest score
N/A
N/A
N/A
N/A
Finds Root Cause
Product Packaging
Scanning barcodes of multiple shampoos she already researched
Ulta Employees
Gets a refund for shampoo
Despite positive reviews, her scalp reacted negatively to the product
Comparing multiple shampoos' benefits quickly is difficult.
Compare multiple products at once
Personalized analysis based on health concerns
Tiktok, Google, Ulta’s Website
Researches best shampoos for hair retention
iPhone, Instagram, Google
Washes her hair with product every other day for 1 1/2 weeks
In-store advertising
Finds her usual brand of shampoo with "new formula label"
Her usual shampoo has a new formula, with questionable ingredients
Upset
Indecisive
Rushed
Scared
Fustrated
Tired
Focused
Hopeful
"My Products" section on Yuka
Ingredients/Formula History
Duration
Scenario
At Ulta
Phases
Steps
Touch Points
Activities
Costumer Experience
Problems
Opportunities
Using Product
Returning to Ulta
New Product
Goals
1
2
3
4
5
6
POV
NEEDS
PERSONA
TABLE STAKES
SOLUTION
HMW
Journey map
TOOLS/BRANDS
A quick way to determine whether a product is clean or not
To see how a haircare product will specifically affect her hair loss
To find out if a specific food product is good for her PCOS
Cheaper/healthier alternatives that focus on her specific health concerns (PCOS/Hair Loss)
To live a healthier, cleaner lifestyle
To find a more permanent solution to reverse her hair loss
To find clean products that are also affordable
“There’s never enough hours in the day”
Carolina, a law student at Columbia University, began experiencing hair thinning at 23, and got diagnosed with PCOS at age 27. She endured a lengthy journey to get this diagnosis; she's very fatigued by the healthcare system. She grew up in Westchester County, NY and now lives in the Bronx because of her internship and college. She visits her family often, and goes shopping in her hometown to save money.
Carolina sticks to her haircare routine, worried of further hair loss with new products. Despite trying to eat healthily, her busy schedule forces her to eat to quick, low-nutrition meals. On TikTok, she finds inspiration from women sharing their PCOS journeys, motivating her wellness journey.
AGE: 28 Years Old
OCCUPATION: Law Student & Intern
STATUS: Single
LOCATION: Bronx, NY
Ambitious, Kind, Cautious, Strong, Honest, Independent
ADJECTIVES/PERSONALITY
PAIN POINTS
BEHAVIOR, HABITS, & TECHNOLOGY
Apple, Tiktok, Starbucks, Amazon, MediTresse
GOALS
Not knowing who to trust
Lack of time to do research
Financial restraints
A definitive way to determine if a product is truly clean or not
BACKGROUND
NEEDS
Carolina Silva
Apprehensive Student
pov & hmw
Defining the problem
4
task flow + prototype
SITE MAP
Sketches
Minimum viable product
User Needs & Wants
5
Users and their needs are at the root of design
Users need a new way to get informed with products & brands outside of the endless store eyelies.
Personal Score
what we HEARD
User Interviews
2
Personal Score
In this tab you can see whether a product has personal conflicts with your pre-imputed health concerns.
Madison K. | 20 yr student
“Because of the complicated ingredient names, I don't really know what I'm reading.”
In this tab you can see whether a product has personal conflicts with your pre-imputed health concerns.
Abdul C. | 45 yr dad
"I lean on my doctor for guidance and monitoring, he often warns me to manage my intake"
Personal Score
In this tab you can see whether a product has personal conflicts with your pre-imputed health concerns.
Kiana J. | 21 yr student
“I was self conscious of my bacne and I couldn’t wear certain clothings”
Personal Score
In this tab you can see whether a product has personal conflicts with your pre-imputed health concerns.
Robin L. | 44 yr mom
“When it comes to buying products, especially in food, I buy from reliable brands.”
Think Dirty
Open Food Facts
Personalized Preferences, Activity tracking & Personal reviews
Crowded with information, hard to navigate, beauty focused
Fooducate
Calorie tracking, activity log, community tab, & Podcast
Nutritional & Ecological Product Scores, Food Preferences
Individual food focused, hard to organize full meals
Non functional features including price range & product analysis