From tool to experience
While the technology department over at AKQA developed the tool, I worked in a small team with a UX designer and designer to bring the customer-facing experience to live. Looking to find an execution that would resonate with Maybelline’s youthful audience, we settled for the idea of a conversational interface that would help users find the right shade of foundation in 3 simple steps: upload a selfie, choose a coverage and select a finish.
Insights showed that the target audience for the Foundation Finder are most likely to take makeup advice from a friend, which translated into a friendly, conversational tone, making the experience feel like a chat between two peers.
A second insight dictating the copy was that the young audience presumably has little to no knowledge about makeup. This resulted in the occasional light-hearted, educational moments to empower users to confidently walk through the experience and ensure that the recommended products match their exact wishes.