Stories of Beauty
Stories of Beauty Founder, Natalie, needed a service design experience to embody ‘self-empowered beauty’ and a shopping experience designed for a new type of customer.
Natalie, Stories of Beauty founder was determined to find her purpose outside of family life. She made it her mission to help others rediscover their identity through self-empowered beauty and set about envisioning a brand and E-commerce platform designed to be a space for self-rediscovery through beauty and wellness. I was tasked with designing an e-commerce experience around this concept.
Discover & Define
Following a deep dive into the market and user interviews with our demographic and beauty experts, two mindsets emerged. Our persona's day-to-day products were habitual but there were commonalities in the products she would experiment with and who would go to fo advice. At pivotal moments, she would extend her toolkit to a holistic suite of products and services.
Develop & Deliver
I mapped a traditional e-commerce ‘Discover’ to ‘Buy’ purchase flow; matching our routine-based ‘self-care’ mindset against a straightforward buying journey and our exploratory ‘self-discovery’ mindset against a discovery flow. From this, I designed branded moments from product curation, filters, descriptions, education, and recommendations based on customer needs and sales objectives.
'Stories' ingredients based on customer insights
Shop & discover reframed through customer research
Journey mapping with 'branded' service moments
Shop by ethics & Shop by routines
Shop by founder stories & Shop by curation
Shop by routines & Shop by desired feeling
A content strategy beyond e-commerce