Beauty & Cosmetics
Brand Development
2024
Designing For AI Automation Into Cosmetic Products
While working with a newly developed brand called SKINNI, I was tasked with designing and developing a web platform that would function as guide to new users for medical grade cosmetics and treatments.
Starting With The Brand Foundation
SKINNI was a new brand, that had a team of PhD’s and Nurse Practitioners on staff that had a large wealth of knowledge in the cosmetology practices founded in medical studies. Wanting to find an approachable way to enter the market, they wanted to create a brand that emanated confidence, and showed the studies that proved their reasoning for recommending certain products.
Starting with consulting the SKINNI team on brand positioning, I began documenting products that were currently in the market that offered similar if not the exact services that SKINNI was offering. The main hurdle in this sites development would be the brand establishment, we we’re contending with some massive brands that already had massive footholds in the market, specifically HIMS & HERS, who we’re just recently expanding their service line into more cosmetic treatments.
After understanding the exact KPI’s that the brand would need to meet in order to be successful, we began with asset gathering. Creating a brand that had to deal with highly personal solutions to everyday issues needed to have personality, and have human representation that wasn’t possible with stock images or product rendering.
The Solutions Presented
This web platform was designed to put user needs first, starting with clear messaging and easy navigation to learn the impacts of each product. The first stage of the development was to get the initial brand message and product launched into the market, the second stage would focus on AI integrations to use a database of photos that had been collected by the combined practices that we’re participating in this build. We would then train the AI model to scan the images, identify common or low-risk needs, and make recommendations.
The AI Integration did pose a number of concerns with liability, and accuracy within its diagnoses. We had worked with legal teams to develop risk-free language and consent processes, and as well that any condition that could be taken as higher risk was not able to be diagnosed by the AI, and was instead prompted for an in-person or virtual visit with one of the SKINNI doctors.
After we planned for a multi-touch follow up process that would contact existing or prospecting customers at pre-defined intervals. These intervals we’re designed for getting reviews to bolster brand validity. This was also used as a touchpoint for doctors to check in with patients before any major side-effects could have taken place, limiting the chance of a unsatisfied customer posting negative content around SKINNI.
Additional Notes / Takeaways
The initial design of the website had been completed and handed off to the client, and the AI integration was conceptualized and handed off to the SKINNI team to resource themselves. Due to the higher risk and likelihood of new brands not coming to fruition, we had scoped this this project as more of a design discovery and light outline compared to a full build. While working with this client
