Interaction Design, Service Design
The Body Shop by You
Overview
An online and offline customized service designed for THE BODY SHOP to promote its brand culture and evaluate its unique value.
Timeline
2019.6-2019.7
Tool
Adobe XD, Photoshop, Illustrator
Role
Interaction Design, Service Design
Introduction
The Body Shop, a skincare brand I admired during my college years, stands out for its commitment to purity and the use of natural ingredients. However, I noticed a decline in its offline revenue and its acquisition by other companies. To address these challenges, I propose a service design project to promote its unique brand culture and boost revenue online and offline channels.
Background
Founded in 1976 by Dame Anita Roddick, The Body Shop is a British cosmetics, skincare, and perfume company with 1,000 products sold in about 3,000 stores.
Brand Culture
Over the past years, I have meticulously studied The Body Shop's brand culture, product line, business model, and customer composition changes. The Body Shop's focus on enhancing the offline shopping experience is evident. While they have an online shopping website, the absence of mobile shopping software is a missed opportunity. Customers who resonate with this brand value its natural and environmentally friendly features, but the rise of online shopping cannot be ignored.
Product Line & Business Model
Customer Change
Research
User Interview
To understand how users purchase skincare products and their perceptions of The Body Shop, I conducted in-depth interviews with 2 users. These interviews revealed that while users appreciate the convenience of online shopping, they were disappointed with the offline experience.
Interview Notes
Engagement Tool
Next, I designed an engagement tool to test factors influencing users' purchase decisions. I found that users pay the most attention to brands and ingredients. Natural and organic ingredients are desirable. In addition, as the age of test users increases, more people begin to like customized products. Finally, I studied the cost structure of skin care products to lay the foundation for the subsequent design.
Engagement Tool Design
SWOT Analysis
As part of my investigation into The Body Shop's current situation, I conducted a comprehensive SWOT analysis. This analysis allowed me to identify the brand's strengths, weaknesses, opportunities, and threats. By leveraging the brand's strengths and addressing its shortcomings, I aim to uncover new design opportunities to drive growth and enhance the customer experience.
SWOT Analysis
Solution
Through previous research, I found some potential opportunities:
- Customers can not feel brand culture if stores just display products.
- Customers' contact with natural and pure ingredients in shopping will increase sales.
- Customized products have become a trend among customers.
- It is essential to combine offline and online platforms to increase efficiency.
User Journey Map
Based on these findings, I improved the offline shopping experience. Customers can fully feel the natural and healthy raw materials when shopping. There is no better way than showing the raw materials: fruits, plants, and spices. In addition, customization is also a significant service. If skincare products can be customized according to each person's skin type, they will be more targeted.
User Flow
The customization service is available online and offline, so consumers can choose what suits them. Therefore, comparing different online and offline shopping stages is essential to find touch points. Digital devices are used for customization. The new design has become an indispensable part of the shopping experience by improving online services on the website, mobile phone, and iPad.
User Flow Online & Offline
Wireframe
Through previous research, I found some potential opportunities:
- Customers can not feel brand culture if stores just display products.
- Customers' contact with natural and pure ingredients in shopping will increase sales.
- Customized products have become a trend among customers.
- It is essential to combine offline and online platforms to increase efficiency.
Responsive Wireframe
Prototype
Visual Design
I follow The Body Shop's current official website layout to maintain consistency. Different kinds of green are selected for the color palette since they represent nature and health. To highlight the raw materials in the customization service, I use colorful cards to show their freshness and try to create an atmosphere of shopping in a farm or orchard for customers.
Prototype of Website & Mobile Application
In addition, the iPad also supports customers' in-store shopping. After selecting customized materials, the customer must complete the skin quality test, fill in personal information on the iPad application, and wait for the product customization to be completed and shipped.
In-store Preview
Sustainablility
Ensuring a sustainable customer experience is a top priority. While using fresh, natural materials in-store is crucial, it poses a challenge in terms of waste management. Inspired by food banks in some countries, I have devised strategies to classify and prevent waste, ensuring the project's long-term viability and environmental responsibility.
Material Life Cycle
Takeaway
The Body Shop By You is my first service design project and an attempt to discover new opportunities for existing brands. Therefore, in the research process, I need to find new business models and opportunities and combine them with the brand's current operations and characteristics. In this process, I encounter some business models and profit methods.
In addition, I tried using Illustrator to draw 3D illustrations in the project. For a person with no design background, this is a big challenge. I spent much time doing this and am satisfied with the results. Since the service involves different digital devices, such as websites, mobile phones, and iPads, I also learned more about responsive design—how to adapt the same page to various devices.
Finally, I realized that projects should consider profitability, environmental protection, and sustainability. At first, I didn't think of this problem until, in the GSA interview, my current tutor asked: How can we consider the waste of many fresh materials? So, I added a sustainability module to make good use of them.
