Deljah

Reimagining the hair inspiration-to-replication process

The product idea, Deljah, was initially submitted as the final Udacity User Experience Nanodegree project. Deljah, was chiselled from the overarching research question centred on learning how users source inspiration for new hairstyles – mapping their process from discovery to replication and the various digital applications they utilize. The end-to-end design process included the following phases: discovery (primary research, interview synthesis, research report), design (initial sketches, feature prioritization matrix, prototyping, final solution) and testing (validation). I was responsible for all key design activities ranging from research to a final solution over 3 months.

Through user interviews, participants demonstrated the extent to which the hairstyle inspiration-to-replication process is fragmented. Some participants shared how they would repeatedly jump between products - encountering roadblocks that impede their goals and drain the fun out of the process. Some participants mentioned how they would start their process on leading platforms like Tiktok, Instagram and Pinterest but eventually gravitate to longer-form content platforms such as YouTube to watch in-depth tutorials. Finally, they would complete their final material purchases on another product (Amazon). 

Research Analysis

Analysis consisted of grouping all responses according to similar themes. Highlighting participants' preferences in content forms, motivating factors and pain points during each step of their inspiration to replication process shaped the initial feature sketches. However, it was not until plotting a feature prioritization matrix that the project goals were brought back into focus; and primary features which addressed the pain points expressed by interview participants were selected for the low-fidelity prototype.

Initial Feature Ideas

From my analysis of user interviews, I began by listing various feature ideas. I didn't limit myself in terms of possibility and from there accompanied the list with paper sketches and low-fidelity wireframes with clear reasoning linked to user interviews and design principles to accelerate decision-making. Ultimately, I needed to bridge the gap between content and a clear checkout pathway as identified from user interviews. During this process, the mood board was scrapped as an initial feature because it was not a high priority in terms of user feedback. In its place, an onboarding experience that includes user hair type and interest helps to curate an algorithm and product suggestions specific to users’ needs, as demonstrated through feedback received during the initial research phase and further encourages flow through the checkout pathway.

From the analysis, initial feature ideas were drafted and sketched.

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Feature Prioritization Matrix

The initial features were plotted on a matrix through which three high-value and low-complexity features were selected to include in the low-fidelity wireframe. An onboarding question asking users to select the hair texture icon which closely resembles theirs in addition to which styles they are interested in. Users can access a drop-down menu where creates have included a list of materials used, a link to a longer tutorial and an icon representing the hair texture of the creator. The homepage includes icons (camera and video) that separate content into photos/1 min clips or long-form videos

The initial features were plotted on a matrix through which three high-value and low-complexity features were selected to include in the low-fidelity wireframe.

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The first usability test for the low-fidelity prototype revealed several insights into user behaviour. There were discrepancies regarding what the user believed certain pages/features represented. Pain points identified during this test served as a base for the first round of iterations leading to the eventual high-fidelity prototype.

UI Design

My UI consisted of a minimal light visual style designed primarily for an iPhone 8 Plus. This approach ensures users can focus on viewing content and follow design prompts to complete the purchase pathway. Heavily influenced by accessibility guidelines and programs such as Color Oracle and WebAIM (Understanding WCAG 2 Contrast and Color Requirements), the design prioritizes eliminating barriers, albeit accessibility, search etc., and bridges fragmented inspiration to the replication pathway.

Homepage or explore page in "scroll" view

Prototype + link

Next Steps

To continue building on this project, I would review the feature prioritization matrix and select the remaining features plotted in the high-value, low-complexity range. However, another feature idea which requires rounds of user research includes a sustainability component where users may send the products they purchased which are difficult to recycle (wigs, etc.). For the design team following this project, I suggest further expanding on the various components of the users' inspiration-to-replication process, such as the proposed sustainability component. Or perhaps the ability to complete a search by uploading a picture of something similar. There are numerous options within the inspiration-to-replication process that products have yet to explore. Do not hesitate to go back and inquire more.

Learnings

My systems thinking perspective gained from the not-for-profit sector made me adept at analyzing each component of the research and design process to recognize how they work concurrently. By employing this perspective, the most important thing I learned is prioritizing rationale. Specifically, going back to user research. If you cannot reasonably state the reasoning behind a decision and how it connects back to the users' needs, then perhaps it is not the best decision regarding time, scope and money. Furthermore, learning about accessibility tools prompted a fierce personal commitment to integrating the practice into my design process. Tools such as Color Oracle and WebAIM provided a wealth of knowledge.

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