Elevating cosmo-wellness e-commerce through personalised conversational AI and an intelligent digital advisor.
Project Overview
Personalised conversational AI that helps Gen Z users make clearer skincare decisions. Research revealed confusion, low product knowledge and a need for quick, trustworthy guidance. The solution uses a digital advisor that supports voice and text to deliver simple, tailored recommendations, by reducing uncertainty and making guidance feel accessible, the experience builds confidence, improves engagement and creates a smoother e-commerce journey.
Responsibilities
Stakeholders Management
User Research
Design Thinking Workshop
Opportunity Mapping
Interaction Design
Visual Design
Usability Testing
Challenge
Challenge
Skincare Confusion:
The challenge lies in transforming the cosmo-wellness range to better serve young Gen Z consumers, who often don't know where to start and lack the time for a detailed skincare routine.
Skincare Confusion:
The challenge lies in transforming the cosmo-wellness range to better serve young Gen Z consumers, who often don't know where to start and lack the time for a detailed skincare routine.
Research
Research
To learn what users truly needed, conducted interview dozens of people across different cities. I also reached out to a larger group by sending a survey to over 500 existing customers.
To understand real skincare habits and buying journey.
To observe behaviour patterns, such as how they browse, compare and decide what to buy.
To study in-store behaviour, including how users rely on sales consultants.
To understand real skincare habits and daily challenges.
To learn what confuses them while choosing or starting a skincare routine.
To uncover their expectations, motivations and what they look for while buying
what catches their attention and what builds trust during purchase.
To identify emotional blockers like hesitation, doubts, or fear of wasting money.
To learn what users truly needed, conducted interview dozens of people across different cities. I also reached out to a larger group by sending a survey to over 500 existing customers.
To understand real skincare habits and buying journey.
To observe behaviour patterns, such as how they browse, compare and decide what to buy.
To study in-store behaviour, including how users rely on sales consultants.
To understand real skincare habits and daily challenges.
To learn what confuses them while choosing or starting a skincare routine.
To uncover their expectations, motivations and what they look for while buying
what catches their attention and what builds trust during purchase.
To identify emotional blockers like hesitation, doubts, or fear of wasting money.
User Interview statement
"I never know where to start with my skincare routine, there are so many products and steps, it's confusing. I want quick solutions because I don't have the time for complicated regimens that take too long to see results."
Hasvika
22,
Masters Student
"I never know where to start with my skincare routine, there are so many products and steps, it's confusing. I want quick solutions because I don't have the time for complicated regimens that take too long to see results."
Hasvika
22,
Masters Student
"I'm lost trying to pick the right skincare. I need more guidance and reassurance. No clue which products suit my skin, and I worry about wasting money on stuff that might not work."
Pahel Gupta
23,
Designer.
"I'm lost trying to pick the right skincare. I need more guidance and reassurance. No clue which products suit my skin, and I worry about wasting money on stuff that might not work."
Pahel Gupta
23,
Designer.
Pain points from Research Data
Pain points from Research Data
Desire for fast, visible results without a time-intensive routine
Users want noticeable improvements quickly, without following long or complicated routines.
Need for guidance and reassurance
They look for clear advice and confirmation that they are choosing the right products.
Difficulty selecting the right skincare
Too many options make it hard to know what truly suits their skin type.
Concern about wasting money
Users worry about spending on products that might not work or show results.
Desire for fast, visible results without a time-intensive routine
Users want noticeable improvements quickly, without following long or complicated routines.
Need for guidance and reassurance
They look for clear advice and confirmation that they are choosing the right products.
Uncertain where to start with skincare
Many users feel lost choosing the first step or basic routine for their needs.
Uncertain where to start with skincare
Many users feel lost choosing the first step or basic routine for their needs.
Seeking quick solutions
They prefer simple steps that save time and fit easily into daily life.
Seeking quick solutions
They prefer simple steps that save time and fit easily into daily life.
Difficulty selecting the right skincare
Too many options make it hard to know what truly suits their skin type.
Concern about wasting money
Users worry about spending on products that might not work or show results.
Collaborative Design Thinking Workshop with Stakeholders and Users
Collaborative Design Thinking Workshop with Stakeholders and Users
A DT workshop was conducted at Masaba Gupta’s studio with stakeholders and end users, the session helped everyone share their perspectives, challenges and expectations, by focusing on empathy, we gathered real insights into user behaviour and business needs, creating a shared understanding that shaped us move towards solution.
A DT workshop was conducted at Masaba Gupta’s studio with stakeholders and end users, the session helped everyone share their perspectives, challenges and expectations, by focusing on empathy, we gathered real insights into user behaviour and business needs, creating a shared understanding that shaped us move towards solution.
Role-Play Scenario: Mapping Real-Life Challenges and Purchase Journey
While getting ready to office he is thinking.. will buy today for sure!
Since he was busy at office, unable to purchase the gift, adding to his stress and frustration.
Next day also quite busy at office. seems like he couldn’t buy today also.
Three days was gone and today also busy, what to do?
Now, with the evening fast approaching, he has no surprise gift for her and feels disappointed.
During the design thinking workshop, we created a role-play scenario around Vivaan’s busy day to understand real purchase barriers. The story revealed how time pressure, stress, and delayed decisions affect buying behaviour, helping the team empathise and identify clearer opportunities.
While getting ready to office he is thinking.. will buy today for sure!
Since he was busy at office, unable to purchase the gift, adding to his stress and frustration.
Next day also quite busy at office. seems like he couldn’t buy today also.
Three days was gone and today also busy, what to do?
Now, with the evening fast approaching, he has no surprise gift for her and feels disappointed.
During the design thinking workshop, we created a role-play scenario around Vivaan’s busy day to understand real purchase barriers. The story revealed how time pressure, stress, and delayed decisions affect buying behaviour, helping the team empathise and identify clearer opportunities.
Role-Play Scenario: Mapping Real-Life Challenges and Purchase Journey
While getting ready to office he is thinking.. will buy today for sure!
Since he was busy at office, unable to purchase the gift, adding to his stress and frustration.
Next day also quite busy at office. seems like he couldn’t buy today also.
Three days was gone and today also busy, what to do?
Now, with the evening fast approaching, he has no surprise gift for her and feels disappointed.
Framework for opportunities prioritisation
To ensure our efforts aligned with both user needs and business goals, I introduced the "Innovation Dimensions" framework:
Personalised Skincare Guidance
Use AI to recommend products based on skin type, lifestyle and concerns.
Digital Human as a Skincare Advisor
Provide friendly, multimodal support through voice, text, and visual guidance.
Micro-Consultations with Experts
Offer short, AI-assisted Q&A sessions or chat-based guidance with skincare specialists for quick reassurance.
Real-Time Customer Sentiment Detection
Analyse tone, pace, or patterns in conversation to adapt the assistant’s guidance style, reassuring, quick, or detailed, based on user mood.
Data-Driven Suggestions
Use browsing history and purchase patterns to give smarter, more relevant suggestions.
Context-Aware Notifications
Send reminders for reorders, routine steps, or new product matches based on skin concerns, lifestyle, season, or usage patterns.
Conceptualisation
Final UI Designs
The UI design aimed to create mobile-first experience that works well across devices, the multimodal interaction so users can talk to the digital human through voice, text also user can interact like a traditional website, early versions focused on reducing clutter, improving hierarchy and refining typography, colours, and illustrations for a consistent look.
Final UI Designs
The UI design aimed to create mobile-first experience that works well across devices, the multimodal interaction so users can talk to the digital human through voice, text also user can interact like a traditional website, early versions focused on reducing clutter, improving hierarchy and refining typography, colours, and illustrations for a consistent look.
After launching the MVP, we conducted user testing over 2 sprints with 100+ users. As a result, the time spent on the platform increased from 2.2 minutes to 6.5 minutes. Additionally, 73% of users interacted with the digital human assistant.
After launching the MVP, we conducted user testing over 2 sprints with 100+ users. As a result, the time spent on the platform increased from 2.2 minutes to 6.5 minutes. Additionally, 73% of users interacted with the digital human assistant.
Result
Result
Learning
Learning
Working on this project taught me how multimodal interaction can transform user engagement. I learned to design for voice, text, and visual cues together, creating smoother, more natural experiences across devices.
Working on this project taught me how multimodal interaction can transform user engagement. I learned to design for voice, text, and visual cues together, creating smoother, more natural experiences across devices.