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...

PUIG, a multinational with over a century of experience on the fragrance market, acquired the AirParfum technology. 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.

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

CHALLENGE

Redesign a sophisticated user experience for the AirParfum installation for the physical space and the digital interface that drives conversion from trial to purchase.

THE

OBJECTIVES

Help users

discover

fragrances

Increment perfume trial

Boost purchase conversion

Generate data on trial and customer feedback

 

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:

REFRAMING

THE CHALLENGE

Throughout the research, the team realized it was necessary to reframe the initial objectives as they were initially too centered in the business and not in the user.

THE NEW

OBJECTIVES

Help users

discover

fragrances

Increment perfume trial

Boost purchase conversion

Generate data on trial and customer feedback

Deliver an experience that users want to share

Increase awareness of the experiece

Help user

express their 

identity

Collect data

to enhance the UX

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.

COLLECT

BOND

PROTECT

FEEL

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

Olivia Banchs

Finance analyst, 32

COLLECT

Andy Hutchins

Graphic designer, 26

FEEL

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