Follain Product Matchmaker

Follain is a clean beauty brand, curating and creating products that are non-toxic and effective. In the physical store, Follain educators can help you find the best clean swaps or make recommendations based on your skin goal or skin type. We wanted to bring the in-person experience online in an easy to use quiz.

Customer Journey

Before creating a new user experience, it is important to take a look at the customer journey and see how you can fit in new features and create new paths to highlight your new experience.

Goals + KPIs

It is important to get aligned with your product + dev team on the goals of the feature and how to measure success using key performance indicators.

Project Goals

Guide category level novices in clean beauty to well matched recommendations
Help customers distinguish products from one another, and why
Education: Help customers understand advantage of our products over current medicine cabinet

Measuring Success (KPIs)

ATC comparison on users that engage with the Q&A vs all others
Repeat purchase (doesn't have to be initial match) comparison on users that engage with the Q&A vs all others
LTV on users that engage with the Q&A that engage with the Q&A prior to first purchase vs those that do not

Competitive Analysis

Before design, another important step is browsing the web for similar experiences to what you are trying to achieve. I always lay this out in a spreadsheet so that it is easy to compare information, link to sources and have the ability to ad notes. This becomes an important reference for design, dev and the product team to see what is possible.

User Interviews + Testing

Because we have access to the psychical store, we were able to observe how the store educators interacted with a customer before building the quiz. We were able to make sure we were asking important questions in the online experience to cover the customers concerns as well as what information needed to be known from the educator to make the best recommendation for their skin.

With customers who were willing to participate in a quick user test, we had them walk through an Invision prototype of the experience we had started to design. This helped us see what pain points there were in the UX, but also what other questions they felt were not important and questions they felt were missing.

It is always important to validate any changes you make after the first round in whatever way you can within your time and budget. For our second round of user testing we brought our product to Wayfair’s Testing on Tap event, where other product designers, developers and general public could test your product and give industry relevant feedback.