Amazon Beauty
2023
Role
Principal Design Lead
Responsibilities
UX, Testing, Visual
Contributions
Competitor Analysis
Product Northstar
Design Strategy
Stakeholder Buy-in
Designs/prototypes
Usability Testing
Dev Handoff
Adoption Strategies
80
Overview
Overview
Overview
Background
Background
In 2020, Amazon launched its first in-house virtual try-on (VTO) tool, starting with lipstick. While the product offered improved performance compared to the existing third-party option, it didn't quite match the capabilities of industry leaders. Recognizing this, Amazon set a goal to eliminate reliance on external VTO tools and develop a comprehensive VTO solution encompassing the full spectrum of makeup products.
In 2020, Amazon launched its first in-house virtual try-on (VTO) tool, starting with lipstick. While the product offered improved performance compared to the existing third-party option, it didn't quite match the capabilities of industry leaders. Recognizing this, Amazon set a goal to eliminate reliance on external VTO tools and develop a comprehensive VTO solution encompassing the full spectrum of makeup products.
Objective
Objective
Close the gap on VTO Industry Leaders, and transform VTO from a singular product try-on to a full-fledged virtual makeup studio, empowering users to create complete looks and shop with confidence.
Close the gap on VTO Industry Leaders, and transform VTO from a singular product try-on to a full-fledged virtual makeup studio, empowering users to create complete looks and shop with confidence.
Research
Research
80
Tasks
Tasks
Initial user research and competitor analysis indicated that static images provided the most accurate representation of makeup application. Additionally, users expressed a desire to seamlessly switch between product categories without restarting VTO. Ideally allowing users to experiment and create full makeup looks using a range of 3-5 products. The research also highlighted the need for detailed product information to support informed purchasing decisions, and that sharing capabilities would be a valuable tool for users to validate product choices and looks.
Initial user research and competitor analysis indicated that static images provided the most accurate representation of makeup application. Additionally, users expressed a desire to seamlessly switch between product categories without restarting VTO. Ideally allowing users to experiment and create full makeup looks using a range of 3-5 products. The research also highlighted the need for detailed product information to support informed purchasing decisions, and that sharing capabilities would be a valuable tool for users to validate product choices and looks.
Findings
Findings
Sales and account teams expressed frustration in the lack of ability to quickly find projects for their specific verticals, and difficulty understanding project scope, intent, outcomes, and ownership.
Sales and account teams expressed frustration in the lack of ability to quickly find projects for their specific verticals, and difficulty understanding project scope, intent, outcomes, and ownership.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
120
Ideation
Ideation
80
120
Design
Design
80
Modaility Selection
Modaility Selection
Video onboarding showcased the power and inclusivity of VTO for all skin tones and features. Users could choose from diverse static models, upload their own photo for a personalized experience, or see the virtual makeup applied to their face in real-time via live camera.
Video onboarding showcased the power and inclusivity of VTO for all skin tones and features. Users could choose from diverse static models, upload their own photo for a personalized experience, or see the virtual makeup applied to their face in real-time via live camera.
80
3D Headshot
3D Headshot
Video onboarding showcased the power and inclusivity of VTO for all skin tones and features. Users could choose from diverse static models, upload their own photo for a personalized experience, or see the virtual makeup applied to their face in real-time via live camera.
Video onboarding showcased the power and inclusivity of VTO for all skin tones and features. Users could choose from diverse static models, upload their own photo for a personalized experience, or see the virtual makeup applied to their face in real-time via live camera.
80
Virtual Try-On
Virtual Try-On
The experience prioritized a large viewport to maximize focus on the user's face. Secondary information, like product discovery, reviews, and ingredients, were readily accessible through intuitive interactions within the interface.
The experience prioritized a large viewport to maximize focus on the user's face. Secondary information, like product discovery, reviews, and ingredients, were readily accessible through intuitive interactions within the interface.
80
Compare
Compare
For confident product selection, VTO offers a side-by-side comparison feature. Allowing users to experiment with multiple shades of beauty products and see them instantly applied to their virtual self.
For confident product selection, VTO offers a side-by-side comparison feature. Allowing users to experiment with multiple shades of beauty products and see them instantly applied to their virtual self.
80
In VTO Recommendations
In VTO Recommendations
Multi-product browse and search functionality allowed shoppers to create a complete look without having to leave the VTO experience.
Multi-product browse and search functionality allowed shoppers to create a complete look without having to leave the VTO experience.
80
Social Sharing
Social Sharing
Integrated social sharing to enable customers to seek feedback, gather opinions, and make informed purchasing decisions.
Integrated social sharing to enable customers to seek feedback, gather opinions, and make informed purchasing decisions.
80
Design System
Design System
A core aspect of this project was the creation of a VTO cross-category design system built upon Amazon's established Rio design patterns. This system prioritizes reusability and is adaptable to other VTO categories. By providing a library of essential UI components, consistent interaction patterns, and a unified visual language, the design system streamlines development across all VTO experiences, not just beauty.
A core aspect of this project was the creation of a VTO cross-category design system built upon Amazon's established Rio design patterns. This system prioritizes reusability and is adaptable to other VTO categories. By providing a library of essential UI components, consistent interaction patterns, and a unified visual language, the design system streamlines development across all VTO experiences, not just beauty.
