MARY KAY MOBILE EXPERIENCE

Problem

Mary Kay’s current brand across all platforms is inconsistent and targeting an older audience, and the mobile experience creates confusion for users.

Strategy

Bring in the sense of community from in person to mobile experience, and create consistency across all platforms.

KEY USERS

RELUCTANT FOLLOWER

Goals Efficiently explore and purchase products, find something useful with the most value, learn more about Mary Kay

mk_user_3_path

THE BELIEVER

Goals Purchase and learn more about products, feel connected to community, find Mary Kay events nearby.

mk_user_path_2

INDEPENDENT BEAUTY CONSULTANT

Goals Make extra money, empower and support other women, accesibility, organize Mary Kay events

user_1_path

USER TESTING

mk_process_path

“I know about Mary Kay, but I still felt confused about the process of the website.”​

– KARA, 23

USER PROCESS

  1.  User is overwhelmed by current homepage. With so much information, user is left feeling like there may be too much to browse through.
  2. User finds the ‘Shop’ tab, and is looking forward to browsing the products.
  3. User navigates through the products, and sees a lip color she is interested in.
  4. Detailed information and customer reviews help the user learn more and feel confident about the product.
  5. User adds the product to her cart.
  6. User is confused by the process of Finding a Consultant. She decides to go  her local drugstore and buy lipstick there instead.

PLANNING

2_13_19, 11_03 AM Office Lens 1

OBJECTIVES

  • Create clear user paths for each user
  • Target a younger audience
  • Bring in the sense of personalization and community of Mary Kay events.

INTERACTION

A CLEAR LANDING PAGE

Because of the confusion of how Mary Kay works, a new landing page shows the users their three options clearly and before any other actions can be made.
mk_asset_1

CUSTOM PROFILE

Mary Kay has a wide range of products. Users can create their settings to show products that work with their skin texture, tone, and makeup preferences.

PERSONALIZED SHOPPING

Quick details for each product, and colored call outs for skin types, depending on your personal profile.

MY MARY KAY

The My Mary Kay features messaging with your consultant, advice columns, and more, to make the mobile experience feel similar to a Mary Kay party.

NEARBY PARTIES AND EVENTS

Find nearby parties or events, where you can connect with the host to try out new products and connect with other women.

mk_campaign