Designers
Kin Yeung, Rachel Jones, Ana Oliveira, Dani Barnetche, Grant Liddall, Scott Eggertsen, Joe McGuinness, Nick Hegarty, Greig Robinson
Year
2025
Category
Product
Country
United Kingdom
Design Studio / Department
ustwo
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The biggest challenge: the primary behavior we’re driving–getting someone to do their complete morning and evening skincare routines daily for 3+ months–happens outside of the app. Unlike meditation or fitness apps, where people use the app to do the activity, we had to get people to use the app alongside their skincare. Another challenge: all the skincare misinformation out there. People are overwhelmed and confused. We had to make them understand, buy into and stick to the routines. We applied our coaching principles tunable, doable and renewable to help users establish skincare habits through a 21-day kick-start challenge, which reinforces the behaviors and educates users step-by-step to take a more holistic approach to their skincare.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
We didn’t expect such amazing results from beta testing a slimmed-down version of the MVP (e.g. 90% of users said they were more motivated to be consistent with their skincare). And a lot of user feedback involved things we’d designed solutions for but hadn’t yet incorporated; we felt in tune with our audience and confident in our decisions. But we’d assumed users would be ready to focus on lifestyle/wellbeing after the coaching challenge. Concepts we presented to beta users who’d been on the app 6 weeks didn’t test well! Users are interested in how these areas affect skin, but maintaining habits and helping them understand their skin remain the top focus and expectation. So we pivoted, introducing a streaks feature celebrating consistency.
Where do you see yourself and the project in the next five years?
The partnership is continuing with the aim of continuing to improve adherence over 3 months and ultimately get users feeling better about and in control of their skin and the features needed to support that. Once we achieve product market fit we will be growing the product into new La Roche-Posay markets, investigating interesting business models, the role of community and teleconsultation to name a few.
