Beauty Hive creates a community purely for those with an interest in the $532 billion (2017) global beauty industry allowing direct potential customers for beauty brands in an ever-growing market, which is only expected to expand to a value of $863 billion by 2024.
Marketing is changing and consumers are much more likely to buy into products that social media influencers promote and use. Instagram influencer marketing has taken over social media and is now a $2 billion industry. The industry is estimated to grow to a $5-10 billion industry by 2020. Influencer marketing is efficient but not full proof. Many companies still struggle to evaluate the returns on their marketing spend across even established digital channels.
As founder of Beauty Hive and a digital designer, UX/UI design, and creative director, I have established a full visual identity for Beauty Hive. Following the traditional stages of an application design project, I have led and conducted all phases of UX/UI design from scope and research to MVP, ready for development, including web design solely by myself. I have also sourced a team to ensure Beauty Hive has a seamless launch and is able to run efficiently way past launch.
Beauty Hive allows everybody from influencers to your everyday beauty consumer to share shoppable content where all items featured are tagged and directly linked to the corresponding e-commerce store for the item, with affiliate partnerships, allowing users to make commission from each sale. As users follow who they want, they only see what content that they want to see, they do not feel as though they are constantly being sold redundant products. The intended user base spans from celebrities and makeup artists to your everyday beauty consumer. For a seamless user-experience for all, users can shop items from various brands from single image or video, in app. All funds generated via affiliate links can be viewed within your own personal dashboard where progress can be mapped overtime and engagement reports can be found and sent to brands to establish personal influencer partnerships.
As Beauty Hive is highly user focused there was a lot of research required to get things right. Aside from background market research, I conducted several interviews with beauty enthusiasts, aged 16 – 30, to discover the underlying needs and requirements of the application and focused on what features were necessary for Beauty Hive to stand out against its competitors. Once all qualitative and quantitative date was complied, four key fictional personas were created as a result who represent user expectations, user interactions, expected functionality, represent four key groups of anticipated Beauty Hive users, reveal universal features, highlight real user goals and real user needs.
Wireframing & Prototyping –
Before wireframing and prototyping there were three key deliverables that were required to be met to create a successful application; immediately identifiable, effortlessly functional and modern.
The wireframes allowed me to understand and establish relationships among the website’s and application’s different templates before any aesthetic considerations were taken into account.
The website needed to draw user interest prior to launch and drive downloads post launch as there was no intention of initially launching as a web application, whereas the application needed to be fully functional, requiring two different sets of design. The web design was solely required to incise potential users and provide information about Beauty Hive. Wireframing both designs allowed me to prioritise which information was necessary for the website in comparison to the application.
Starting in Sketch and transitioning over to Figma for collaboration purposes, the prototyping process was smooth as I had developed the brand identity and completely understood which aesthetic choices would be best for Beauty Hive.
As we had transitioned to Figma, hand off to my developers was a very comfortable process.
We were able to discuss the design thoroughly as we have a great working relationship and I was able to enlighten them on any responsive in-app features. We are now preparing for user testing within 2020 and estimating a 2020 launch date in its second quarter.