prose is customized haircare, just for you
but its innovative consultation that creates your custom formula was unnecessarily losing customers.
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lead product designer, partnering with our research and engineering teams.
journey mapping, prototyping, testing, visual design, QA. -
we split out our consultation redesign project into two large chunks, completed over a year.
the first chunk was to redesign the consultation itself, we embarked on a year long series of small and large A/B tests resulting in +9% CVR, cumulating in our final A/B test: Tips redesign, which increased overall revenue by 4%.
the second chunk was to redesign the lower funnel, or the results you get after you complete the consultation. this project was still undergoing development when i left prose. -
my PM partner on this project (Helene Piquet) was my absolute rock, she was so organized and meticulous about our testing plan, that it made designing and iteration a dream.
we split our work into 3 chunks, the first, working with our product scientists to better clarify language in the consultation to improve accuracy.
from there we started working on adding tips into the consultation. tips could either be text, illustration, or media, and would provide supplementary information to help users better understand the question, the effect the question has on the results, or to provide fun facts.
the consultation is not short, and can take up to 15 minutes to complete. at the end of the consultation you would get a randomized hair profile and a selection of ingredients that are in your products.
for our last chunk of work, we wanted to better clarify which ingredients are in which products, what benefits they have, and give a deeper dive into your hair profile.
the first screen you’ll see after you complete your consultation is your formula breakdown. your formula breaks down your hair profile, including new detailed dives into what each score actually means for you and which questions drove the amount. then we get into your star ingredients, literally highlighting what they do for your hair, and finally ended the page with prose’s product, ingredient, and company philosophies for extra reassurance that the products you’re getting are right for your hair and right for your lifestyle.
after reviewing your formula, we move into your routine. we wanted to clarify which products are actually recommended for you vs. just add ons, as well as providing more context of what each product does for you in your routine. we also wanted to add in some more social proof, so for each of the hair types, we shot before/afters that related to all of the goals you could select in the consultation, and showed you relevant ones.
