UX RESEARCH - PROJECT MANAGER
SkinU
A personalized skincare platform that combines expert-backed ingredient analysis, seamless in-app purchasing with review rewards, and weather-aware product recommendations — helping users make confident, informed skincare choices.
64
Surveys
10
Interviews
10
Participants
Discovery
PAIN POINT
Information overload; difficulty distinguishing organic from paid recommendations across platforms.
OPPORTUNITY
Curated discovery feed with verified reviews and social proof from real users.
Research
PAIN POINT
Scientific INCI names are incomprehensible; information scattered across multiple sources.
OPPORTUNITY
Plain-language ingredient breakdowns with personalized safety flags in one place.
Evaluation
PAIN POINT
Low trust in reviews; inability to identify which ingredient causes skin reactions.
OPPORTUNITY
Personalized filtering by skin type, concerns, and allergens with skin-type-specific reviews.
Weather
PAIN POINT
No existing tool connects weather data to skincare; relocating users struggle to adapt routines.
OPPORTUNITY
Weather Match with daily ingredient suggestions as an optional, non-disruptive feature.
Purchase
PAIN POINT
Counterfeit concerns and limited regional availability across platforms.
OPPORTUNITY
In-app purchase with verified sourcing, cashback incentives, and trust signals.
Review
PAIN POINT
Most users won't review without incentives; lengthy forms discourage participation.
OPPORTUNITY
Cashback-for-review system with quick-tap format (stars + labels + optional text).
01 - CONTEXT
Context and Role
Context
Skincare consumers face three compounding pain points: ingredient confusion from scientific labels, generic one-size-fits-all recommendations, and fragmented purchase journeys that force users to bounce between review sites, ingredient-checker apps, and retailers.
Problem
No existing platform combines ingredient analysis, personalized filtering, in-app purchasing with review rewards, and weather-based recommendations. Competitors like INCIDecoder, Think Dirty, or Sephora each address only fragments of this user need.
My Role
Led a team of 4 designers and 4 developers as Project Lead. Responsible for research planning, interview script design, persona development, user journey mapping, competitive analysis, information architecture, and feature prioritization. Created wireframes, prototypes, design system components, and coordinated developer handoff throughout the project lifecycle.
02 - RESEARCH
Insights Found
Five key insights emerged from mixing quantitative data with qualitative depth interviews.
01
Ingredient Transparency Is the #1 Value Driver
8/8 Interviews
All 8 users struggle with INCI names and scattered sources. A color-coded breakdown was the top-rated feature for retention.
"I checked the ingredients and didn't recognize half of them. It made me second-guess the product." — Hansal Shah
02
Review Distrust Is Universal
Persona Development
No user fully trusts online reviews. 6/8 stated they only write reviews when incentivized with cashback or discounts.
"Multiple blogs say the exact same thing — it feels like marketing rather than honest feedback." — Sunghee Heo
03
Weather Impacts Skincare, but Responses Differ
Journey Mapping
50% adapt routines by weather, 50% rarely consider it. International relocators show the highest demand.
"When I was in Korea my skin was not that dry, unlike here. I changed my skincare products here to match the weather." — Kim Yurim
04
Social Media Dominates
Discovery
8/8 Interviews
TikTok and Instagram dominate discovery across all 8 users, but all actively screen for sponsored content.
"Most of the time, I find new products through Instagram or TikTok. I follow influencers who give pretty honest reviews." — Hansal Shah
05
Two Distinct Trust Models Drive Decisions
Persona Development
Explorers trust community data; Guided Buyers trust dermatologist-verified information. Trust model is the key persona differentiator.
Jordan (Explorer) self-researches across platforms; Isabella (Guided Buyer) validates every decision through a dermatologist first.
02 - DESIGN
Designed Solution
Based on the research insights, CrossTalk was designed as a unified messaging platform addressing fragmented communication, language barriers, and missed updates.
Search & Ingredient Analysis
Autocomplete search with color-coded risk/benefit indicators personalized to each skin profile.
Personalized Filters
Filter by skin type, conditions, goals, allergens, and local availability from the onboarding profile.
In-App Purchase & Reviews
Buy and review in one flow. 2–3 question micro-reviews earn cashback points.
Weather Match
Daily ingredient tips driven by local weather. Push notifications and manual refresh for travelers.
Ingredient Safety Engine
Plain-language explanations with a three-tier color system mapped to each user's skin profile.
Cashback Rewards
Review-earned points redeemable as discounts. Dashboard tracks balance and transaction history.