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UI/UX Concept
IPSY's My Box
Customization tool for IPSY users
My Role​
UX Researcher
UX Designer
Project Type
New Product Feature
Introduction
IPSY’s mission is to support users with their journey of self-discovery. Using the user’s beauty profile and product review data, they curate five personalized makeup or skincare products and then ship them in boxes every month. The beauty profile quiz is taken during onboarding, and users can go back to the quiz to make any changes.
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Their current user flow for personalization:
Problem hypothesis?
IPSY users need a customizing tool for their boxes because IPSY’s current personalization system is not sufficient to create a unique discovery experience for users.
Discovery Research: User interview
To test and confirm my hypothesis, I decided to conduct in-person user interviews with two groups: 4 current IPSY users to research current pain points and needs, and 3 ex-Ipsy users to hear their experience and discover why they terminated their membership.
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Most frequently mentioned pain point by both groups:
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Receiving items that users marked as “rarely use”
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Can’t schedule boxes for specific item types
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Most Important needs expressed by users of both groups
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Clearly communicate unique details of their skin condition/preference
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Cost-Efficient- should be able to try all the samples provided in the box.
“During the onboarding beauty quiz, I put “rarely use” under blue shades for eyeshadow, but I still got a blue shade eyeshadow in my box.”
“Would never try IPSY again because I can’t control what I want to try out. I can just go online and look at reviews or watch Korean beauty rank shows”
“Got my first IPSY box, and I like everything in it! But not sure if I will like the upcoming boxes- hopefully, they don’t send the same type of items or things I can’t use!”
“I was mostly interested in
moisturizers and face oils, but they started sending me more and more make up products.”
Users from both groups shared similar experiences and pain points.
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Ex-Ipsy users explained that they quit their IPSY membership due to the lack of control over their boxes. The selections were too random or repeated products, resulting in a waste of their money.
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Current IPSY users also expressed similar pain points and need more control over their boxes. They described that their dissatisfaction started around the second or third box when they saw repeated products or too many unwanted products. They were considering terminating their membership if they did not receive boxes closer to their preference.
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Define: User Persona
With my hypothesis confirmed, I was able to move on to define the users. I started by consolidating all the user research findings into a User Persona: ​
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Competitive Analysis
I researched competitors for possible existing solutions and narrow down solution possibilities​
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Prioritization Matrix
After researching existing features, I was able to narrow down solution possibilities and started ideating solutions, then organized the ideas based on business needs.​
I decided to focus on essential features that will not increase user fees and also be a low-cost update for IPSY.
Solution Storyboard
Concepts: Control / Exclusivity / VIP List / Blocklist
Design: Early Prototyping
Using the storyboard, Persona, and the prioritization matrix, I started creating multiple versions of wireframes and user flows
Usability Testing - Paper Prototypes
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Lack of instructions: Thought the boxes on the customization page were checkboxes to select what kind you want. Didn’t realize they were free text boxes for numbers.
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Too many steps (Block List Page): The back and forth between the Block list page and beauty profile feels too busy
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Takes too much time(Block List Page): Thought the screen for the beauty quiz list was too long, took too long to scroll through the items.
Usability Testing Iterations
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Pivot: Based on usability testing feedback, I decided to create a new screen for the block list and abandoned the idea of linking the block list section to the onboarding beauty quiz
Updated User Flow
Site Map
Wireframe & Testing Iterations
Wireframe Usability Testing Feedback
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Too many images: The images also overwhelmed the users: Users didn’t know if the images were just images or buttons for something else
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Confusing instruction: Users missed the instruction on the top and stalled a bit, clicking around on the preference edit page.
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User interaction: Didn’t know how to interact with the page: On the Edit page, the user couldn't tell if the number was increasing or not
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Block List: The users had no trouble navigating the pages and overall liked the concept
Solution
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Eliminated unnecessary images on the edit page and reorganized data. Added tab menus and dropdowns to help users interact with the pages better.
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Redesigned the block list so UI patterns are consistent with the My Box edit page.
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Changed customizing options from numeric arrows/free text boxes to a pop-up, to help users interact with the screen better.
Final Prototype
New MyBox feature is added at the top navigation bar. It provides users with 2 options: Customizing and Blocking.
Users can click on the boxes which will then lead them to the customization page. They use sub-tabs to search for their desired category items and update them under the My Box Homepage.
When users select "The Block List" under the My Box feature in the navigation menu, they will be automatically led to the Block List home page, where they can use the drop-downs to select and block the items they do not wish to see in their boxes. Once updates are made, they will be in effect immediately or in the following box if the current package has already been shipped.
Next Steps
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More User Testing on the final prototype
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Redesign the Beauty Quiz
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Create a User Questionnaire + track increase in revenue after launching new feature
Final Thoughts...
Customizing tools can be costly and challenging to implement. Still, it is essential that products that promote "self-discovery" focus on how users want to take that journey and give them enough space to explore.
Ipsy's personalization concept is a great idea, but their users express that they have a preferred exploration method - customization. Adding this feature may require a couple of development and design phases to create stable operations and effective delivery. Still, overall they may have reduced the number of membership terminations, have greater customer satisfaction and possibly attracted a new group of users. ​