A Retail Experience Brief

Introduction
Kiehl’s is an American cosmetics brand that specializes in premium skin, hair, and body care products. We did an in-depth analysis of Kiehl’s and expanding their target market by redesign the Men’s online & in-store experience. 
Brand Research, Experience Map, Story Board, UI/UX
Key Skills
3 Weeks
Project Length
Team
Tool
Melissa Yin, En Wang, Bibiana
Adobe Illustrator, Keynote, Sketch, Invision
Brand Research

We took a real-life in-store experience in Kiehl's. Then, did a competitor analysis and a Kiehl's in-store experience analysis.

  • Unique backstory

  • Philosophies

Kiehl's unique backstory that starts with its name —“since 1851” as a single pharmacy and apothecary. 

Kiehl's philosophies rooted in educating their customers from a healthcare perspective and choosing the best naturally derived ingredients based on herbal and pharmaceutical formulas. 

Competitive Analysis of In-Store Experience 

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Primary Research

To understand better about men's skincare and grooming experience, we also did interviews and found problems and pain points from interviews. 

Concepts

According to problems we fount from research, we came up with three concepts.

1. Skincare is Beard Care!

Problems: Guys may seem uncomfortable with the idea of dolling themselves up

Solution: We don't want to force men to buy a skincare product. Instead, we will provide a free beard consultation during the in-store experience. We will give some suggestion according to their skin problem and make sure they enjoy the experience in Kiehl's. 

2. Decoding the Product Label

Problems: 

1. Kiehl's Product description is very text heavy and has professional skincare words. It's hard for men to understand and compare products. 

 

2. Kiehl's has many good reviews online, but people can't see them when they are shopping in-store.

Solution: Use a digital display to show clear description, customer reviews, and product comparison. To help people find the best fit product.

3. Bridging the Gender Gap

Problems: Most men don't know how to solve their skin problems. Also, they may feel too embarrassed to walk into a skincare store alone.

Solution: Design a kiosk that helps men find both beard and skin care products by asking them ten simple questions. 

Experience Map

We made an Experience Map, based on Passive user's emotion during every key moment.

Final Design

A kiosk that helps men find both beard and skin care products by asking a few simple questions. After people choose a product, the kiosk will print out a paper with the product’s info and QR code. It will lead people to walk into the store and get a free sample or perches product. This kiosk can appear in front of the Kiehl'sstore or any location where men always visit. People also can answer questions online and get product ship to their door. 

The kiosk will print out a paper with the product’s info and QR code. It will lead people to walk into the store and get a free sample or perches product. 

Landing Page
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