Year : 2017
Duration : 3 month
Role : Design Concept / UI/UX Design / User Research / Branding / Art Direction / Photography
Tools Used : Sketch App / Adobe Creative Cloud
Aveda International matches international clients to the best stylists who know their particular hair types and hair style trends of each different countries. New brand identity and its digital marketing strategy reaches directly to the needs of their potential clients from all parts of the world. Its new digital tactic: My Story helps share personal stories in the U.S. between the stylists and their international clients.
This project is based on my personal experience in the U.S. I like to style my hair. However, I never spoke English before. It's my first time to live abroad. It was very difficult to find the appropriate hair service in the local hair salons and barbershop in Columbus, Ohio. I knew many international students struggling with the same issue. I wanted to bring the awareness to the community about this little big issue. And also, I saw the market for the business franchise that can across the United States, especially the midwest area. I ended up creating a conceptual product design which is Aveda international.
Identify Problem / Primary Research (User + Market + Competitor) / Design Inspiration / Develop Solutions / Branding + User Flow + Interface Design / Prototyping / Goal
Design strategy is matching proper stylists to the international clients for better hair service experience base on user's hair data and recreates Aveda's new brand identity for the better approach of the digital market.
Define User Problem
I conducted a small survey with mostly international students, and it helped me to clarify their problem in hair service in the U.S. Our International clients come from all over the world. This means they have diverse hair textures and hairstyles. However, they struggle to find the proper hairstylists who know their particular hair textures, different hairstyle from each different countries. International clients also get intimidated by the new hair service experience because of language limitation, different cultural manner, new environment, and new hairstylists. These make the international user access the local hair salons/barbershop much difficult.
Define Digital Market Opportunity
Aveda's current brand recognition in digital is no.7 among top 10 hair care brands. Aveda has huge market power in the hair care & service industry. However, they still need to improve their brand recognition in the online market to appeal to more potential clients.
I created hypothetical personas base on the data I have gotten from survey. This helped me to understand what user think, want and need for their hair experience in the U.S.
User Journey Map
I made 4 phases which are scheduling hair appt, hair consulting, service experience, and after service. I put my assumption that how user feel and think along to each phase base on the personas information. This helped me to come up with key solutions.
First, App collects specific hair data, such as hair texture, hairline, and head shape from user when they're onboarding.
Second, App matches proper hairstylist to user base on their hair data and service.
Third, MyStory contents about hair stylist's personal story in the U.S.
Fourth, 360° virtual view lookbook
Fifth, Marketing collateral designs
1. User will get asked about their hair texture, hairline, and head shape at onboarding phase.
2. Once user sign up, they can see hair schedule history, featured MyStory and lookbook on home screen.
3. User can go to other pages like lookbook, collection, and setting from nav menu at bottom.
4. User can set a hair appointment through a floating CTA button (scheduling) on all pages.
5. Once user tap a floating CTA button (scheduling), app will ask what hair service user want to get, and then it recommends proper stylists around user.
After research and solution development, I created brand identity, UI screen designs, and signature icons base on google material design framework.
More than words. Imagery elements transcend texts. Aesthetic photography, the combination of basic structures base grid system, clear messages start to come to life with warm, emotional, and friendly tones for international target audiences. New landing page has diverse hairstyle lookbook and hair model's personal stories are shared.
Many International clients who are not fluent in English, struggle to communicate with their stylists in English, These minimal icons and simple layouts are a good way to collect user's hair data. This specific queries about user's hair texture, hairline, and head shape will be used for proper hairstylist match in the future.
User can read their stylist's stories. User will empathize about what their stylist had struggled and accomplished in the U.S. Users will be touched in this emotional moment through MyStory. This will give user and stylists a strong and emotional connection.
Best hair stylists match base on user data
Once user set a schedule, they will be asked by app about what hair service they need. App will match proper hairstylists to user base on user's hair data and hair service.
360° Virtual View Lookbook
Virtual view creates the experience of a full-screen 360 degree portraits of the Aveda International’s unique hair lookbook collection.
Collateral Design Pieces
Aveda International has new marketing collateral designs, such as lookbook, hair products, and posters for inclusive marketing approach. It will make the chance to embrace our international clients and speak to the full spectrum of different experience by using these diverse design materials.
Our lookbook shows diverse hair models from different countries, and it shares their personal stories in the US with two different language which are their first languages and English.
The series of posters represent the diversity of hair textures and styles. Iconic hair patterns representing straight, wavy, curly, kinky, and etc and its messages are very straightforward to attract our target audiences
What I have learned from Aveda International
I knew design is meaningless unless it is substantiated by relevant stories from the user's context. By interviewing my close 5 friends who have relevant experience, I could understand what they think, what they want, and what they need, and I could come up with better idea and solution. After this project, I try to increase open-mindedness and reduce the bias about the subject and try to have the attitude to collaborate with any others.
Esther Jung, Jiyun Song, Jason Shin, Liu Xiao Chang, Erika Strohecker,
Ashleigh May Harvey, Cheian Leonce, Thu Thuy Nguyen, Gina Kwon
Thanks for Looking!