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Interface 01
Interface
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PRODUCT STRATEGY 02
Product Strategy
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UX STRATEGY 03
UX STRATEGY
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Eve Beauty:
Mobile App Design

Eve is the first 100% dedicated beauty platform that let’s women easily discover and browse new beauty tutorials and articles. Innovative custom tailored high-end content with intuitive step-by-step video and photo guides ensure an overall consistent experience. Eve was launched by the end of 2015 and since then has been featured by apple multiple times in several countries.

Challenge:
While we had a multitude of ideas to be included in our holistic platform, our main challenge was to define and execute our initial MVP in an extremely short amount of time with very limited resources.

Role
Digital Product Designer & Art Director
Scope
Design Strategy, Branding, iOS App Design, Photography/Video Art Direction
01
Interface

Award-winning interface

Our approach was to combine elegance with simplicity. Since we were dealing with a content-heavy app, the main focus was stunning high-end images accompanied by a clean look and feel.
Branding
To express our feminine but elegant brand tonality, I chose a very simple color palette with just a single highlight color. In addition, I went for a hand lettered logo to create a personal yet professional feel.
Iconography
For a consistent look and feel, I created a custom icon set that consists of scalable vector graphics which adapt to every screen resolution.
Weekly edition slider
Every week started with a new magazine-like edition with a specific theme, which was either based on seasonal events such as "Christmas“ or general trend topics.
Tutorial Page
One of the most important parts was the tutorial page, which featured high-end tutorials that were created in collaboration with makeup artists.
For difficult looks I sketched hand-drawn visuals that helped users  to apply their makeup in the right way.
High-END Videos
Unlike the typical beauty videos produced by Youtubers, our video concept was based on the following: professional, high quality and straight to the point.
02
Product Strategy

Defining the roadmap

With a big vision in mind, we worked in an iterative product development process including intense user research and ongoing testing sessions. As a result, we were able to ship fast and adapt quickly.
What does the user need?
Since we started building a new product from scratch, understanding the users' basic needs and problems was crucial in order to create a successful product that people would love to use.

We analyzed the market situation, interviewed our target users and pinned down the major pain points on detailed user journey maps. During that process, we gathered both a lot of data as well as an emotional understanding of our potential users. As a result, we condensed our research into five major needs that were fundamental to our target group. While some of these needs were already being satisfied by alternative platforms, no existing service offered a holistic approach.

Based on these insights, our goal was to build the first 100% beauty only platform that offered custom-tailored high-quality content that covered all existing user needs.
Where are we going?
We plotted our feature ideas on an effort-impact-matrix, keeping in mind the key user needs. That helped us to prioritize our backlog and let us release meaningful feature sets in stages. Regular testing sessions gave us the confidence that we were on the right track, but also gave us continuous insights on how to improve.
03
UX Strategy

A holistic UX approach

To design the MVP, we systematically considered the entire user journey from discovery to actual real life usage. That included watching participants recreate makeup looks with the help of our app.
Keeping it simple
When we started planning how the application should feel, our most important goal was to make the product as simple and usable as possible. Throughout the information architecture planning process, we continuously focused an building an intuitive structure consisting of the functionalities with the highest impact. This helped us to avoid overloading the application with shiny but unnecessary features. All the main functionalities were displayed in a tab bar to ensure a quick and easy navigation experience.
Discovery and storytelling
In our version 1.0, we wanted give the user a fast overview of all looks and went for a pinterest-style layout. For version 2.0, we decided to move away from that layout based on new insights on how users consumed our content. 

We replaced the grid view with an editorial interface approach, where storytelling and inspiration would play a bigger role through the mix of articles and tutorials.
Tutorial page
When setting up the structure of the tutorial page, we did a lot of user interviews to identify what users were currently missing on the platforms they used. We split the outcome into five sections that every tutorial page should consist of – with some optional elements. 
With the first prototype we tested different page structures and defined the final hierarchy. An important part that created a lot of valuable insights was to create a real situation by letting participants recreate a full makeup look with the help of the application. The insights were also used to define several user stories, which were helpful to continuously improve upcoming versions.
Final thoughts
Eve started out as a freelance project, which turned into a full-time job. During this time I was able to create a brand from scratch, which involved not only executing the visual design, but also defining a holistic product strategy. Since I was responsible for the company's entire creative direction, I very much enjoyed defining the look and feel of our photo and video footage.

Every little piece of the digital beauty experience was designed wholeheartedly to inspire and delight women all around the world! We already received an overwhelming amount of positive feedback with our first version and were featured on the iOS app store multiple times in more than six countries!
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