Case study: Incorporating AR into the Glossier user experience
By: Hauwau Sonia Bello
Tags: UX Design, UI, Case Study, AR, User Experience

(Originally published January 2020)

The Challenge

The market for skincare and makeup is growing exponentially. Specifically, the global skincare market is projected to increase ‘USD 45 billion between 2018–2023, according to Technavio.

CNN Business has a wonderful article that highlights the growth that the skincare market is making. The article states that sales of skincare products in the US grew by 13% in 2018, hitting $5.6 billion, while makeup sales increased just 1%.

Social Media plays an enormous role in this growth, brands are utilising apps such as Instagram to market and now sell their products. The media company Awesomeness’s study on Gen Z found that they value diversity, inclusion and talking to companies on various channels. In fact, 66.6% of Gen Z consumers experience an increase in positive feelings about a brand because of an association with a social cause, and 58% said such an association could spur a purchase.

I found Glossier on Instagram and immediately was attracted to their brand. They promoted clean products, beauty positivity and inclusion (philosophies close to my heart). Glossier is a startup that was founded in 2010 and has used distinctive marketing, in-depth user research (etc via into the gloss), technology and social media to their advantage.

I decided to challenge myself by utilising the brand that I adore to create a design while factoring in business’s constraints.

Glossier’s real innovation was optimizing for the internet at every step: using the tools of the social web to turn readers into followers and followers into brand evangelists, unpaid product advisers, and, maybe, something like a community, albeit one that buys things from you. — Buzzfeed

Goals

As an extension of building my portfolio, I decided to create an IOS app design for the Glossier brand.

Project Goals

To build a user persona based on domain research.

To work quickly through a design process and produce deliverables using HCD.

To produce a design that incorporates Augmented Reality (AR).

Personal Goals

To work as a UI designer, UX designer and User Researcher.

To further develop skills in Figma.

To create a design that is accessible to all.

To create a design in accordance with the design principles of Glossier.

Disclaimer: This is a passion project. I am not affiliated with Glossier, I simply took on this challenge because I love Glossier and designing.

Domain Research

I scoured the app store for similar brands like Glossier selling their products online. I struggled to find independent brands with apps. Indirect competitors Boots, Superdrug and BeautyBay are big brands who stock multiple cosmetics, however, they do focus on skincare. I chose to look at these brands to understand how apps in this domain are packaged, presented and what they offer.

App Evaluation

I analysed the 3 apps based on points from Nielsen Norman Group’s Usability Heuristics:

Consistency and standards

Recognition rather than recall

Aesthetic and minimalist design

Flexibility and efficiency of use

If I had more time I would look into all 10 heuristics as they are critical for effective UI Design.