Ten4 Skincare
Personal Project
TEN4 is a men's skincare brand specializing in UV ray-blocking products while also educating consumers about skin cancer prevention.
Overview
TEN4 is a men's skincare brand focused on UV protection and skin cancer awareness. Research revealed that men are at higher risk for melanoma but less likely to take preventive measures. To address this, my teammate and I designed a brand that combines UV-blocking and rejuvenating products with a strong emphasis on education and habit formation. Through strategic branding and user engagement, TEN4 encourages men to incorporate skincare into their daily routines while raising awareness about sun protection.
Role
Product Designer, UI/UX Designer, Copywriter
Tools
Figma, Photoshop, Premiere Pro, After Effects
Skills
UI/UX Design, Research, Branding, App Design, Product Design, Marketing
Quantitative Research
Skincare & Technology Survey
Despite falling short of our anticipated participant count, we gained valuable insights into our target demographic's device preferences, knowledge of ultraviolet radiation, skincare routines, and motivations for using their preferred apps.
Armed with this information, we made UX adjustments specific to their devices, tailored skin cancer information for desktop and mobile, and devised strategies to encourage ongoing product use and app engagement.
Participants
20
Age Range
22-32
Moderate Activity Level
66.7%
Check Weather Daily
47.4%
Top Hobbies
Running & Hiking
Key Insights
Our research revealed that while all respondents understood the link between skin cancer and sun exposure, nearly 30% still do not use sunscreen during prolonged outdoor exposure. Additionally, most were not interested in subscription boxes due to affordability concerns and inconsistent skincare routines.
To address these challenges, we leveraged gamification within our app to incentivize product usage and build better skincare habits. To improve affordability, we introduced bundled deals that offered greater value compared to competitors, making high-quality skincare more accessible.
Competitive Analysis
In my exploration of the skincare industry, I discovered three renowned brands excelling in different areas. Tiege focuses on men with tailored skincare solutions, KIEHL'S is known for exceptional service, and Sun Bum appeals to a younger audience engaged in outdoor activities. These brands have successfully carved their niche, catering to distinct customer preferences and needs in the skincare industry.
1. What were our competitors doing well?
While analyzing their websites, social media accounts, and branding, I observed that each brand had a distinct and consistent style, message, and voice that effectively conveyed their core values to their target audience.
2. What can be improved upon?
Competitors are not utilizing more unique ways to engage with clients beyond relying on Instagram and emails. Additional avenues and strategies are needed to fully leverage their potential and stand out in the market.
2. How can we stand out?
To surpass competitors, our brand should prioritize a strong brand identity and engage clients in a unique way. By developing an integrated approach to brand communication across channels, we can explore innovative client engagement methods like social media contests, prizes, and virtual events. This will help establish a memorable and compelling digital presence in the market.
Qualitative Research
Mapping our user journey and empathy
Elijah is a 30-year-old programmer who primarily uses skincare products his wife buys but wants a healthier, natural alternative. His frustrations center around harsh chemicals and high prices, while his goals include affordability, rewards, and child-safe products.
Ethnicity
African American
Profession
Programmer
Income
$86k - $100k
Skin Type
Normal
Hobby
Surfing
Status
Married
Customer Journey Scenario
After an intense afternoon surfing session, Elijah notices his skin is red and irritated from sun exposure. He realizes he forgot to apply sunscreen and now needs a product to soothe his sunburn and protect his skin in the future. Wanting a natural and effective solution, he begins searching for skincare options that fit his needs.
Pain Points
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Unsure if natural products are as effective as mainstream options.
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Concerned about wasting money on a product that doesn't work.
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Skeptical about marketing claims (e.g., "clean beauty" or "all-natural").
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Lack of time and motivation to research skincare.
Overall Goal
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Simple & effective skincare routine that fits into his lifestyle.
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Natural, non-toxic ingredients that align with his values.
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Affordability—he wants good skincare without overpaying.
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Safe for family use, so he can share with his child if needed.
Expand Market Reach
Identify new market segments that align with our brand values and products. This involves collaborating with influencers, expanding distribution channels, and increasing brand visibility to attract a wider audience and drive customer acquisition. The aim is to establish a strong presence in untapped markets.
Hypothesis
Enhance Brand Differentiation
Implement a comprehensive strategy to differentiate our brand from competitors by leveraging unique selling points, innovative product offerings, and targeted marketing campaigns. This will help us stand out in the skincare industry and attract a loyal customer base.
Optimize Customer Engagement
Develop a multi-channel approach to engage customers in a personalized and meaningful way, leveraging social media, interactive quizzes, surveys, and customized skincare recommendations to enhance the customer experience and foster loyalty.
Business Opportunities
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Highlight natural, non-toxic ingredients and eco-conscious packaging.
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Provide bundle deals, loyalty rewards, and a beginner-friendly skincare guide.
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Use social media ads to emphasize efficiency and self-care.
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Build trust with clinical studies, dermatologist approvals, and customer testimonials.
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Include a "Kid-Safe" label for family-conscious buyers.
Conceptualization
Final Designs
Product Design
Our product packaging focused on a clean, legible, and neutral design. The goal was to make the products approachable for men while maintaining broad market appeal.
Desktop Experience
The desktop platform blends e-commerce and education, allowing users to explore products while learning about skin protection. The experience feels intuitive and informative.
Mobile App
We designed the mobile app to make skincare engaging. Gamification features encourage habit-building, turning routine use into a fun and rewarding experience.
Unlock Your TEN4 Experience
With their initial purchase of a TEN4 product, customers will receive a unique code granting them exclusive access to their personalized accounts on our app.
The account registration process is complimentary, utilizing the information provided during the purchase (excluding payment details). By entering the code within the app and responding to two brief introductory questions, users can activate their accounts and unlock all its features.
Smart Reminders for Ultimate Protection
Remembering to apply sunblock can be challenging, but with our innovative built-in alarms, we've got you covered. Simply input your daily activities and their respective times, and our system will recommend the optimal moments for applying our effective UV ray-blocking products.
Earn Rewards for Every Step
Maintaining a skincare routine may feel like a daunting task, but we've added an exciting twist by incorporating rewards. You can choose to join a team or embark on the journey solo, competing for sports performance gear and our exclusive merchandise. It's as simple as logging your usage of a purchased TEN4 product and/or conquering an athletic challenge to earn valuable points.
Main Takeaways
User feedback was overwhelmingly positive, with strong engagement in the brand’s mission and gamification features. Participants appreciated the educational elements and the chance to be featured in challenges. However, some testers noted that skin protection messaging on the homepage could be clearer. Despite this, users found the skincare instructions helpful and felt more confident in their routines.
The Challenges
Limited incentives restricted participant diversity, reducing insights into pain points and design opportunities. Expanding beyond our core demographic will provide valuable perspectives, especially since many users rely on recommendations when purchasing skincare.
Filming an outdoor lifestyle commercial proved challenging due to weather and model availability, leading to misaligned shots. To adapt, we incorporated stock footage, requiring advanced color correction and composition skills to maintain a seamless, on-brand final product.
Design Impact
Testing the high-fidelity prototype
I conducted a high-fidelity prototype review with potential clients via Zoom, observing their interactions and gathering insights on usability, brand perception, and engagement. This helped evaluate our gamification strategy’s effectiveness in attracting and retaining users while uncovering navigation pain points that informed key refinements before launch.
