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Refining a value proposition and improving the global user experience at international level

Customer story: L'Oréal / Vichy

Context

  • Vichy has developed a new customer experience called SkinconsultAI that conducts online skin diagnostics. 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 goal of the user research was to assess the value proposition and offered experience at international level.
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's global attractiveness and potential

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

    Measure overall perception of Vichy SkinconsultAI: perceived level of expertise and its influence on Vichy brand perception

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

    Assess ease of navigation through the experience while identifying what could further improve 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 optimized version

    Sample : 30 women in Canada

    Learn more

  • UX research method: face to face user testing

    Phase 2: user interviews about the value proposition

    Sample : 8 women in Canada

    Learn more

The R.O.I. 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 deliver consistent best-in-class value and experience to Vichy's users.

Phase 1: remote user testing of the experience

At home, each in their own country, from their own device, users had to undertake the entire experience on their own, from discovering the home page, taking a selfie, filling in their additional information, and finally finding out the diagnosis. 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 the 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 subsequent perception of users.

Simultaneously, interviews with users were 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 were asked about their perceptions of the experience. Finally, we assessed their perception of the Vichy Brand after they had done the experience.

Deliverables 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 the 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 us to integrate final optimizations before starting production.

delivrables of the user interviews and remote user tests

L'Oréal's testimony on its experience with Ferpection

L'Oréal
"Real experts of user testing. Each test result helps us make a quantum leap in tech product development with reliability, confidence and impact. A real pleasure to work with this no-stress-quick-and-efficient team. Even for complex studies (recruitment of samples with very specific and not very obvious profiles to find, or internationally) they provide. We love it."

- Lauren Sarda Dutilh, Service & Product Manager chez L'Oréal