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Refining a value proposition and improving the user experience

Customer story: L'Oréal / Vichy

Context

  • Vichy has developed a new customer experience called SkinconsultAI that realizes online skin diagnostic. It helps users know more about their skin and take better care of it: people take a selfie and fill in some information about their skin profile to get a full skin aging diagnostic and product recommendation.
  • The main goals of the researches were to assess the value proposition and experience proposed.
Customer case: our answer to help Vichy, brand of the L'Oréal Group, optimise the value proposition and user experience of their skin analysis.

L'Oréal / Vichy's goals

  • Listening to user enable you to evalute the perceived value they see in your product

    Validate the service attractiveness and potential

  • You can mesure the perception of you brand with qualitative studies

    Measure overall perception of Vichy SkinconsultAI : level of expertise in the experience and the influence on Vichy brand perception

  • User testing enable you to validate the user's navigation

    Assess ease of navigation through the experience and identify what could improve/complete the current experience

Our answer

  • UX research method: remote user testing

    Phase 1: Remote user tests on mobile

    Sample : 30 women in US / UK / Canada

    Learn more

  • UX research method: remote user testing

    Phase 2: Remote user tests on optimised version

    Sample : 30 women in Canada

    Learn more

  • UX research method: face to face user testing

    Phase 2: User interviews on the value proposition

    Sample : 8 women in Canada

    Learn more

ROI of the UX research

  • +26%

    on user satisfaction score

  • x3

    on conversion rate

  • x5

    on time spent on the experience

Score utilisateur avant et après les otpimisations, augmentation de 26%

Start optimizing your user experience to secure your success

Research and deliverables

Our UX researchers conducted 3 studies to ensure the end product would propose the best value and experience to the Vichy's users.

Phase 1: Remote user testing of the experience

At home, from their own device, users had to realize the entire experience on their own, from discovering the home page, taking a selfie, filling their additional information, and finally finding out the diagnostic. They gave detailed feedback for every steps of this experience.

Delivrables of the first phase

From this first phase, we delivered clear UX recommendations with a precise roadmap. The main insights were the global positive perception of the offer and expertise, but need to fluidify navigation steps : fix blocking bugs, improve product details, optimize path to purchase.

Delivrables of the remote user test
User testing the experience

Phase 2: Remote user testing of the optimised version and exploratory user interviews

With an updated prototype following the study 1, the same protocol was used to compare the evolution of the experience and the consequent perception of users.

Simultaneously, interviews with users has been set up to first know more about their skincare habits and brand perception before using Skin Analysis. Then, users also had to go through the experience using the same path as study 1 and 2 and asked about their perceptions of the experience. Finally, we assessed their perception of the Vichy Brand now that they have done the experience.

Delivrables of the second phase

From the second phase we delivered analysis and UX recommendations based on the user test of the reworked prototype, and on the insights of the exploratory step.

  • There is still a good perception of value proposal : the experience is globally perceived positively by users and leads to a strong interest in Vichy products while reinforcing the innovative perception of the brand.
  • UX recommendations went deeper into pain points details of the experience: rework age identification step, improve clarity of the results and solve technical problems when analyzing selfie and adding to cart.

That allowed to integrate final optimisations before starting production.

delivrables of the user interviews and remote user tests