effusion | puig
A NEW WAY OF DISCOVERING THE RIGHT PERFUME AND ENJOYING TO DO SO".
How our team helped Aston Martin bring to life an ultra-luxury digital experience
the main challenges
-
Loosely defined meaning of 'digital experience'
-
Simple reskin or complete redesign?
-
Accessibility is not a priority
-
High expectations and tight deadlines
high level goals
-
Bring the new brand identity of Intensity into the digital experience.
-
Give the digital experience a sense of ultra-luxury: experiential rather than just informational
-
Increase traffic to key sites across the ecosystem like model configuration and F1
setting the scene
After a successful Proof of Concept stage of the AirParfum technology, Puig wanted to use the momentum to expand this technology's footprint even further.
However, in one of its key locations: Sephora el Triangle in Barcelona, the company noticed that people were not attracted to the existing AirParfum installation. The goal of this project was to propose a redesign of the experience through a UX-centered perspective for the digital and physical spaces.
My role
Research
Led the execution of the research we defined with the UX lead for the discovery phase.
define
Defined, together with the UI designer and the client, the visual direction.
design
Redesigned the homepage and main nav and A/B tested them.
the main challenges
-
Loosely defined meaning of 'digital experience'
-
Simple reskin or complete redesign?
-
Accessibility is not a priority
-
High expectations and tight deadlines
high level goals
-
Bring the new brand identity of Intensity into the digital experience.
-
Give the digital experience a sense of ultra-luxury: experiential rather than just informational
-
Increase traffic to key sites across the ecosystem like model configuration and F1
EFFUSION
UX DESIGN, UI DESIGN, STORYTELLING
"A NEW WAY OF DISCOVERING THE RIGHT PERFUME AND ENJOYING TO DO SO".
The goal for this project was to redesign the Airparfum experience by the Barcelona-based fragrance company Puig. By introducing a new technology allowing users to try as many scents as possible, the goal was to expand their footprint in the fragrance market. However, the company noticed that people are not attracted to the existing machine installation.
Redesigning the experience through a UX centered perspective was the task proposing and validate the ultimate user experience for fragrance discovery, including furniture housing the device, and the interface.
HOW IT ALL STARTED
This project started with an alliance between tradition and innovation...
This led to the creation of the AirParfum experience, aimed at revolutionizing the way people test perfume helping them discovering and choosing the right one.
This led to the creation of the AirParfum experience, aimed at revolutionizing the way people test perfume helping them discovering and choosing the right one.
THE
AIRPARFUM
This technology allows for purified air to be infused with aromas, unlocking all of the accents and nuances of the fragrance without any further distortions.
Try as many fragrances as you want without overwhelming the nose.
1.
2.
3.
Can host a big variety of different
perfumes.
Transportable so it can be used
anywhere.
1.
Interact with the screen to browse
through the options available and choose one to try.
2.
Get close to the smell exit to experience the fragrance.
3.
Try any fragrance as many times as you want as the AirParfum technology doesn't saturate the nose as traditional testing methods do.
THE
RESEARCH
The approach the team took for the research was divided into 3 different sections:
1. Why and how were people using the AirParfum.
2. Understand what perfumes mean to people.
3. The fragrance ecosystem.
The process was lengthy and a lot of research was gathered. For the sake of making the flow through this case study easier, here are the 3 different research sections independent from the others, so what is of most personal interest can be easily accessed.
1. THE
CURRENT
EXPERIENCE
Service safari
Understanding how and why users interact with the existing AirParfum experience.
Shadowing
Techniques used:
2. WHAT
PERFUME IS
FOR PEOPLE
In-depth interviews
Gathering qualitative and quantitative data about people's habits and relations with perfume.
Online surveys
Techniques used:
3. MARKET
ANALYSIS
Benchmarking
Learning and getting inspiration from the fragrance ecosystem. What has been done and how.
Trends research
Techniques used:
DEFINING
FOR WHOM
The research helped the team understanding who would be the target users and what they expected to be delivered in a perfume discovery experience so the next step was to define them as personas.
CORE HUMAN
DRIVES
The Core Human Drives theory by Josh Kaufman says that there are 5 major drives that all humans share and have a profound influence on our decisions and actions, on what we think and do.
The desire to collect physical objects, as well as status, power, and influence.
Wealth, fame, influence, connect to this drive.
COLLECT
The desire to feel valued and loved by forming relationships with others.
Being attractive, well-liked, or highly regarded.
BOND
The desire to protect ourselves, our loved ones, and our property.
Keep us safe, eliminate a problem, or prevent bad things.
PROTECT
The desire for sensory stimulus, experiences, pleasure, excitement, and entertainment.
Give pleasure, thrill, or give something to look forward to.
FEEL
The desire to satisfy our curiosity.
Knowledgeable or competent connect to this drive.
LEARN
HOVER OVER EACH TO FIND OUT MORE
From the 5 drives, we selected 2 that fitted the best to the kind of users that would use our experience to be the ones under we would define the personas.
These 2 core human drives were Collect and Feel.
PERSONA 1
Hover over to find out more
PERSONA 2
Hover over to find out more
"I use different perfumes depending on the occasion, if it is going out with my friends, a business meeting or a date I most smell and look my best".
Anna lives in the trendy part of London. She works in banking but has a love for arts and has an active social life. She regularly goes out with friends trusting them over anyone else when it comes to shopping.
For or both her professional and personal life she likes to look her best, so what she wears and how she smells is key in her life, having a big variety of clothes and perfumes to match the occasion and never seem boring.
-
To shop for products that help her show the way she sees herself in her social and professional life.
-
Look her best at all times and for every occasion.
-
Having a variety of options so she doesn't seem boring.
-
Not having enough time when she goes shopping.
-
Opinions from strangers like salespeople.
-
Finding the right friend to try products with.
Core Needs
Biography
FEEL
Andy Hutchins
Graphic designer, 26
-
To have items that show her unique personality.
-
Have a variety of perfumes for different occasions.
-
To have fun finding fragrances.
She works as a graphic designer as she is really creative and outgoing. She loves spending time gardening, hanging out with her friends and family, and meeting new people.
Even though she doesn't use too much makeup while at work, when she goes out she likes to feel and look fresh. Being a social butterfly it is important for her to cause a good impression showing her bubbly and unique character and style, for which how she smells is key.
Biography
Core Needs
Frustrations
-
The old fashioned and tedious way of perfume sampling
-
The pushiness of salespeople
-
Not knowing the ingredients on the perfume
"Each smells brings up certain memories - a moment in the past or about a specific someone. I like having new experiences and memories".
COLLECT
Olivia Banchs
Finance analyst, 32
Frustrations
DEFINING
THE WHAT
After understanding the current AirParfum experience, the fragrance market and our users and their relation with perfume, it was time for the team to start defining what the new AirParfum experience could be.
USER
STORIES
To help us visualize a solution that was user-centric, the team identified the core parts that made up the installation to see with what and why would our users interact with.
PHYSICAL
DEVICE
PERFUME RECOMMENDATION
BUYING
PERFUME
As a perfume shopper,
I want to
As a perfume shopper,
I want to
As a perfume shopper,
I want to
As a perfume shopper,
I want to
Be able to identify the installation so that I can try it if I want to
Interact with an engaging experience so that I feel interested in it until the end
Feel listened so that I can fully trust the suggestions
Be able to buy right there so that I don't need to stand in line
Feel attracted to the installation so that I want to use it
Understand it easily so that I don't feel frustrated
Have enough options so that I can try and see for myself
Receive a free sample so that I can try it and be completely sure about it
Feel not overwhelmed sensory-wise so that I can enjoy the experience
Be able to ask for help when
I feel stuck so that I can achieve my goals
Receive accurate and relevant information so that I can make the right choice
Be able to ask for help when
I feel stuck so that I can achieve my goals
DIGITAL
INTERACTION
USER
FLOWS
Before starting to give the prototype a "face" with how it would look, it was important to know the flows users would follow when achieving different tasks.
USERTASK 1
COMPLETE THE OLFACTORY PROFILE QUIZ
USERTASK 2
SELECT "LIKED" PERFUMES FROM THE SUGGESTIONS
USERTASK 3
SELECT "LIKED" PERFUMES FROM THE SUGGESTIONS
WIREFRAME
MID-FI
PROTOTYPE
HI-FI
PROTOTYPE
THE EFFUSION EXPERIENCE
Users get to experience the 6 fragrance families one by one and choose which one they like or not. According to the user's selections, the device suggests perfumes that suit them the best.
.
THE OLFACTORY PROFILE
The Effusion experience creates a unique olfactory profile for each user according to their fragrance preferences to suggest the most adequate perfumes.
PERSONALIZED SUGGESTIONS
4 perfumes get suggested according to the olfactory profile. Users can try the perfumes, find out more information about them and preselect which ones they like the most before being able to purchase them, or receiving a free sample.
PHYSICAL SPACE
