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Practising the Google Sprint process to deep dive into user goals for 'personalization' in skincare..


What does 'personalization' in skincare mean to users?


User research, product concept, UX/UI design and evaluative testing.


Figma, Adobe Illustrator, Adobe Photoshop, Whimsical.


5 days


Deconstructing the competition

A quick deconstruction of the user flow of competitor services for personalisation. The user flow informed us of the limitations and the strategies that had already been covered and grounds for opportunity.


Writing User Stories

Short interviews to gauge the needs of the users were converted into user stories in the following format:


As a working professional, I want to reduce the steps of my skin care routine so that I can get ready faster.

As a user, I want a super lotion that evens skintone, moisturizes, protects from sunlight and nourishes my skin so that I can reduce the steps in my morning routine.


As a user, I want a product that cleanses and moisturizes at the same time so I don’t have to wash-clean-moisturize


As a user, I want a product that moisturizes for a longer time (like a week) so that I can forget that step for a week.

skin 5.png

Building the user flow

The flow is attempting to replicate the experience of a dermatologist appointment. The sections of information included demographics, lifestyle, skin profile, preferences, lead generation and purchase.

Validating through Card Sorting

Asking a variety of users to sort the given cards, each representing an aspect of the initial user flow. Each person bucketed them separately, sometimes adding and removing cards. It also help me refine the language of the flow.


WhatsApp Image 2018-09-16 at 6.08.29 PM
WhatsApp Image 2018-09-16 at 6.08.29 PM
WhatsApp Image 2018-09-16 at 6.08.29 PM
WhatsApp Image 2018-09-16 at 6.08.29 PM

Applying user insights

From the card sorting it emerged that people cared about fragrance the least and always placed it as an add-on at the point of purchase. I also switched 'Major concerns' screen to the very beginning to mimic the experience of going to the doctor and sharing the reason for your visit.

Users also 

(changes marked in green)


Testing with wireframes

Starting with hand-drawn wireframes I tested certain complex features with users. Comparing two wireframes that have the same function gave me an intuitive understanding of the interface. I then went on to make digital detailed wireframes.

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So, how might we personalize skincare for users?


Finding 1:

Mimic private consultation, educate users

The users identified the process to be most effective when it mimics the sequence of a dermatologist consultation starting with asking about your individual skin concerns. 



• Diverse and inclusive imagery

• Clean and sterile visual language


Must have:


• Input and output individual details

• Explain the process in detail

• Enable users to understand skincare

Finding 2:

Options to control results 

The users wanted an option to revisit the questions until the results matches their expectations.


• Share how answers shape results

• Saving results library


Must have:


• Way to revisit questions/sections

• Option to give feedback on recommendations

Finding 3:

Reinforce personalization through customization

Customization is manual and selected by the user themselves. So adding a customization option at the end may reinforce the 'made-to-fit' feeling of the products.


The users identified 'selecting and adding fragrance' as a customization option rather than personalization for skincare. They moved it to be an addition after receiving the personalization results.


• Choice to opt-in and out 


Must have:


• Custom options as add-on

• Integrated in the POS experience


See Skinscape app design here

Skinscape: UX Design 

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