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<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8" />
<meta name="viewport" content="width=device-width, initial-scale=1.0" />
<title>L'Oreal x YSL Project</title>
<meta
name="description"
content="Discover Steven Liu's work as a digital designer specialized in UX design, product design, and project management for L'Oréal x Yves Saint Laurent. Explore his portfolio showcasing innovative projects and skills in user research, prototyping, and visual design, highlighting how Steven has crafted effective digital experiences for the cosmetics industry, specifically focusing on elevating the in-store experience with AI foundation shade recommendation." />
<meta
name="keywords"
content="Steven Liu, digital designer, UX, UX/UI, UX design, UX designer, product designer, user experience, product design, innovative projects, user research, prototyping, visual design, proof-of-concept, user flows, information architecture, personas, affinity maps, cosmetics industry, L'Oreal, Yves Saint Laurent, AI technology, in-store experience, shade recommendation, beauty advisors, credibility, personalization" />
<meta name="author" content="Steven Liu" />
<link
rel="canonical"
href="https://www.stevenliudesign.com/loreal-project.html" />
<link rel="stylesheet" href="css/style.css" />
<link
href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500;600;700&display=swap"
rel="stylesheet" />
</head>
<body>
<nav class="nav flex">
<div class="container">
<a href="index.html" class="logo">Steven Liu Design</a>
<div class="nav-menu desktop">
<ul>
<li><a href="index.html">HOME</a></li>
<li>
<a href="mailto:steven.v.liu@gmail.com?subject=Portfolio%20Mail"
>CONTACT</a
>
</li>
<li>
<a
href="https://www.dropbox.com/scl/fi/5t53ycs0imfh98oe4ukv4/Steven-Liu-Resume.pdf?rlkey=lcgvawp9u4vxpsjikkdm8eqjx&dl=0"
target="_blank"
rel="noopener noreferrer"
>RESUME</a
>
</li>
</ul>
</div>
<div class="toggle mobile">
<span class="top"></span>
<span class="mid"></span>
<span class="bot"></span>
</div>
<div class="nav-overlay">
<ul>
<li><a href="index.html">HOME</a></li>
<li>
<a href="mailto:steven.v.liu@gmail.com?subject=Portfolio%20Mail"
>CONTACT</a
>
</li>
<li>
<a
href="https://www.dropbox.com/scl/fi/5t53ycs0imfh98oe4ukv4/Steven-Liu-Resume.pdf?rlkey=lcgvawp9u4vxpsjikkdm8eqjx&dl=0"
target="_blank"
rel="noopener noreferrer"
>RESUME</a
>
</li>
</ul>
</div>
</div>
</nav>
<header class="banner hidden">
<img
src="image/loreal_banner.jpg"
alt="L'Oreal Cosmetics - Banner"
loading="lazy" />
</header>
<section class="intro">
<div class="container">
<div class="overview">
<div class="split">
<div class="section">
<h4 class="hidden">CLIENT</h4>
<p class="hidden">L'Oréal x Yves Saint Laurent</p>
</div>
<div class="section hidden">
<h4 class="hidden">MY ROLE</h4>
<ul>
<li class="hidden">Project Manager</li>
<li class="hidden">UX/UI Designer</li>
</ul>
</div>
</div>
<div class="section">
<h4 class="hidden">SUMMARY</h4>
<h2 class="hidden">
<span class="highlight">Yves Saint Laurent</span> aimed to
leverage our AI foundation shade recommender to
<span class="highlight">elevate</span> their
<span class="highlight">in-store experience.</span>
</h2>
</div>
</div>
<div class="project-image hidden">
<img
src="image/loreal_hero.jpg"
alt="Shade Finder AI - Mockup"
loading="lazy" />
</div>
<div class="brief">
<div class="header hidden">
<h4>THE BRIEF</h4>
<div class="divider"></div>
</div>
<div class="split">
<div class="section">
<h2 class="hidden">BUSINESS GOALS</h2>
<p class="hidden">
Leverage AI technology to
<span class="highlight">enhance</span> the
<span class="highlight">in-store experience</span>, building
trust and credibility through
<span class="highlight">exceptional service</span>
</p>
</div>
<div class="section">
<h2 class="hidden">PROBLEM</h2>
<p class="hidden">
The current <span class="highlight">manual process</span> which
requires our engineering team to facilitate the implementation
of feedback, is slowing the iteration process, resulting in
<span class="highlight">significant delays</span> and
<span class="highlight">inefficiencies</span>
</p>
</div>
</div>
</div>
</div>
</section>
<section class="full-width hidden">
<div class="img-row">
<img
src="image/loreal_full_width_asset1.png"
alt="Shade Finder AI - Facial Scan"
loading="lazy" />
<img
src="image/loreal_full_width_asset2.png"
alt="Shade Finder AI - Your Shade"
loading="lazy" />
</div>
<div class="img-row">
<img
src="image/loreal_full_width_asset3.png"
alt="Shade Finder AI - Your Preferences"
loading="lazy" />
<img
src="image/loreal_full_width_asset4.png"
alt="Shade Finder AI - Our Selection"
loading="lazy" />
</div>
</section>
<section class="research">
<div class="container">
<div class="header hidden">
<h4>RESEARCH PROCESS</h4>
<div class="divider"></div>
</div>
<div class="section">
<h2 class="hidden">METHODS USED</h2>
<ul>
<li class="hidden">User Interviews</li>
<li class="hidden">User Journey</li>
<li class="hidden">User Flow</li>
<li class="hidden">Market Research Analysis</li>
<li class="hidden">Usability Testing</li>
</ul>
<p class="hidden">
I conducted <span class="highlight">interviews</span> and
<span class="highlight">shadowed beauty advisors (BAs)</span> during
their skin-tone analysis sessions with in-store customers,
<span class="highlight">observing their process</span> of
recommending the most suitable shades.
</p>
</div>
<div class="section hidden">
<h2>USER JOURNEY</h2>
</div>
</div>
<div class="img-container">
<img
src="image/loreal_user_journey.png"
alt="User Journey - Finding the perfect shade"
class="zoomable hidden"
loading="lazy" />
</div>
<div class="container">
<div class="section hidden">
<h2>USER FLOW</h2>
</div>
</div>
<div class="img-container">
<img
src="image/loreal_user_flow.png"
alt="User Flow - AI shade recommendation"
class="zoomable hidden"
loading="lazy" />
</div>
<div class="container">
<div class="section focus">
<h2 class="hidden">KEY FOCUS AREAS</h2>
<ul>
<li class="hidden">
What makes customers more likely to trust their recommendations?
</li>
<li class="hidden">
What kind of challenges do BAs face when recommending products?
</li>
<li class="hidden">
What are the current challenges with collecting feedback from
customers?
</li>
<li class="hidden">Lo-Fi Prototype feedback</li>
</ul>
</div>
</div>
</section>
<section class="needs">
<div class="container">
<div class="header hidden">
<h4>USER NEEDS</h4>
<div class="divider"></div>
</div>
<div class="split">
<div class="section">
<h2 class="hidden">CREDIBILITY</h2>
<p class="hidden">
BAs need a better way to prove to customers that their
recommendations are correct without just saying, "trust me".
</p>
<p class="hidden">
They need an app that supplements their credibility without taking
away the personal aspect of their role.
</p>
</div>
<div class="section">
<h2 class="hidden">PERSONALIZATION</h2>
<p class="hidden">
Not all customers trust an AI to recommend them their shade, they
want to see that their recommendation was personal.
</p>
<p class="hidden">
Personalization was key to help build the trust between BAs and
customers. This was visualized through the app in real-time.
</p>
</div>
</div>
<div class="prototype">
<div class="img-row">
<div>
<img
src="image/loreal_animated_asset1.gif"
alt="Shade Finder AI - Color Story"
loading="lazy"
class="hidden" />
<p class="hidden">Complete look - Product upsell</p>
</div>
<div>
<img
src="image/loreal_animated_asset2.gif"
alt="Shade Finder AI - Complexion Routine"
loading="lazy"
class="hidden" />
<p class="hidden">Perfect complexion - Product upsell</p>
</div>
</div>
</div>
</div>
</section>
<section class="design">
<div class="container">
<div class="header hidden">
<h4>DESIGN PROCESS</h4>
<div class="divider"></div>
</div>
<div class="heading hidden">
<h2>WIREFRAME</h2>
</div>
<div class="split">
<div class="section">
<p class="hidden">
With the initial requirements for an
<span class="highlight">MVP</span> from the engineering team, I
proceeded to develop wireframe sketches based on the
<span class="highlight">established user flow</span>.
</p>
<p class="hidden">
The goal was to craft an
<span class="highlight"
>interactive experience enabling users to engage with the live
scan visualization</span
>. This allowed users to see how each scan affected their results
in real-time. From there, they could personalize their
recommendations, test them out, and provide feedback on the AI's
suggestions for further enhancement.
</p>
</div>
<div class="section">
<p class="hidden">
Our competitors took a more straightforward approach by simply
presenting the final recommended shades and products without much
explanation. However, our research showed that customers were
eager to delve deeper into the "how" and "why" behind their shade
recommendations.
</p>
</div>
</div>
<div class="img-container">
<img
src="image/loreal_wireframe1.png"
alt="Wireframe 1 - Profile"
class="hidden"
loading="lazy" />
<img
src="image/loreal_wireframe2.png"
alt="Wireframe 2 - Scan"
class="hidden"
loading="lazy" />
<img
src="image/loreal_wireframe3.png"
alt="Wireframe 3 - Preferences"
class="hidden"
loading="lazy" />
<img
src="image/loreal_wireframe4.png"
alt="Wireframe 4 - Results"
class="hidden"
loading="lazy" />
<img
src="image/loreal_wireframe5.png"
alt="Wireframe 5 - Review"
class="hidden"
loading="lazy" />
</div>
<div class="heading hidden">
<h2>USABILITY TESTING</h2>
</div>
<div class="split">
<div class="section">
<p class="hidden">
The wireframes converted into a simple grayscale prototype to
start the usability testing.
</p>
<div class="scenario">
<h4 class="hidden">SCENARIO</h4>
<h2 class="hidden">
A new customer comes in, looking to try out the AI-Shadefinder
and check if they are using the correct foundation shade.
</h2>
</div>
</div>
<div class="section tasks">
<ul>
<li class="hidden">
<p>Task 1</p>
<p>Achieve 3 passing scans</p>
</li>
<li class="hidden">
<p>Task 2</p>
<p>Test and choose the most accurate shade</p>
</li>
<li class="hidden">
<p>Task 3</p>
<p>Rate the recommendation accuracy</p>
</li>
</ul>
</div>
<div class="img-center">
<div>
<img
src="image/loreal_animated_asset3.gif"
alt="Wireframe - Scan results"
loading="lazy"
class="hidden" />
<p class="hidden">Scan results</p>
</div>
</div>
</div>
<div class="heading hidden">
<h2>TEST RESULTS</h2>
</div>
<div class="split">
<div class="section scan">
<h2>Scan Breakdown</h2>
<h2>Simplify Recommendations</h2>
<h2>Visual Aids</h2>
<h2>Relocate Side Nav</h2>
</div>
<div class="section results">
<ul>
<li>
<p class="highlight">7/8</p>
<p>
Users need a more comprehensive breakdown of the live scan
results.
</p>
</li>
<li>
<p class="highlight">8/8</p>
<p>
Users mentioned that they test the best match first, and then
device if they need to try others.
</p>
</li>
<li>
<p class="highlight">6/8</p>
<p>
Users suggested a visual diagram to show customers where to
scan and why.
</p>
</li>
<li>
<p class="highlight">6/8</p>
<p>
Users rarely utilized the side nav, and some did not even know
it was clickable.
</p>
</li>
</ul>
</div>
</div>
<div class="prototype">
<div class="img-row">
<div>
<img
src="image/loreal_animated_asset4.gif"
alt="Shade Finder AI - Your Shade"
loading="lazy"
class="hidden" />
<p class="hidden">Real-time scan visualization</p>
</div>
<div>
<img
src="image/loreal_animated_asset5.gif"
alt="Shade Finder AI - Our Selection"
loading="lazy"
class="hidden" />
<p class="hidden">AI shade recommendation</p>
</div>
</div>
<div class="img-row">
<div>
<img
src="image/loreal_full_width_asset1.png"
alt="Shade Finder AI - Facial Scan"
loading="lazy"
class="hidden" />
<p class="hidden">Facial zones visual aid</p>
</div>
<div>
<img
src="image/loreal_animated_asset6.gif"
alt="Shade Finder AI - Review"
loading="lazy"
class="hidden" />
<p class="hidden">Active user feedback</p>
</div>
</div>
</div>
</div>
</section>
<section class="conclusion">
<div class="container">
<div class="header hidden">
<h4>CONCLUSION</h4>
<div class="divider"></div>
</div>
<div class="split">
<div class="section">
<h2 class="hidden">ACHIEVEMENTS</h2>
<p class="hidden">
Improved feedback loop time by automatically delivering customer
feedback on shade match quality to the engineering team, resulting
in a
<span class="highlight">30% increase in workflow speed</span>.
</p>
<p class="hidden">
Increased Beauty Advisors' credibility with a comprehensive visual
breakdown of their customers' shade recommendation.
</p>
</div>
<div class="section">
<h2 class="hidden">LESSONS</h2>
<p class="hidden">
No need to reinvent the wheel. Few users used the left sidebar,
and it was not obvious it could be clicked. moving it to the top
and making it more recognizable significantly increased its usage
and opened up more space for the main content.
</p>
</div>
</div>
</div>
</section>
<!-- Bottom -->
<section class="work">
<div class="container">
<div class="header hidden">
<div class="header-row">
<h4>PREVIOUS</h4>
<h4>UP NEXT</h4>
</div>
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</div>
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<div class="project-card">
<a href="we-intervene-project.html">
<img
src="image/we_intervene_project_card.jpg"
alt="We Intervene Project"
class="project-image hidden"
loading="lazy" />
</a>
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</div>
</div>
</section>
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</div>
<footer class="footer">
<div class="container">
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<div class="section">
<p class="hidden">© STEVEN LIU DESIGN</p>
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<a
href="mailto:steven.v.liu@gmail.com?subject=Portfolio%20Mail"
class="hidden"
>EMAIL</a
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href="https://www.linkedin.com/in/steven-v-liu/"
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