CAPSTONE PROJECT: GEMME

This project focuses on new makeup artists and how they can connect with the industry and gain employment. I created Gemme to solve this problem; an app that allows makeup artists, of all experience levels, to connect. 

This project took place from April 27 2020 to June 8 2020.

DESIGN CHALLENGE OUTLINE

The challenge for this project was to identify a human-centred problem that shows readiness for digital intervention. 

The problem I chose to explore was Social Connection, specifically involving makeup artists. It is difficult for beginner makeup artists to find jobs in the industry (film, tv, fashion, etc) without having any contacts. There is no distinct solution for this problem. Websites such as Indeed and LinkedIn exist, but they do not target makeup artists.

 

The goal of this project was to create something to help solve the problem of new makeup artists struggling to get into the industry.

The target audience for this project is new makeup artists who are 20 - 28 years old, have been a makeup artist for 5 years or less and are not a part of a union or agency.

The largest constraint of this project was time. It is difficult to complete and perfect ideas when you have limited time.

How might we connect new makeup artists with industry professionals to provide

them with jobs?

INTERVIEW TAKEAWAYS

I conducted a survey with three new makeup artists that fit the target audience so that they could confirm or deny my problem space. 

These interviews confirmed that the problem space required digital intervention. I focused on creating an easier way for new makeup artists to find jobs in the industry. I also tried to bridge the gap between new makeup artists and experienced ones.

“To get into Film/TV you

have to know someone, it’s

very closed off.”

“A lot of

the times

[finding a job is]

through people

you know and

not from applying

to jobs like in

most industries.”

“The industry is very tightly knit, which can be great because your connections are how you get jobs but if

you lose a connection you may lose much

more as well.”

“I would like jobs to be more accessible, they can be tricky

to find.”

BEHAVIOURS, PAIN POINTS & MOTIVATIONS

After interviewing the three Makeup Artists I synthesized the findings into Behaviours, Pain Points, and Motivations to get a better understanding of the main user and to build a persona.

THEMES AND INSIGHTS

Once the pain points, motivations, and behaviours were found, I divided them into themes and insights. My focus was on Industry Jobs and Job postings since these topics brought up in each of the interviews.

PERSONA

EXPERIENCE MAPPING

I used an Experience Map to decide what stages required a digital intervention. The stages where the user felt dread and disappointment were looking for a job and realizing most job posts are retail. I chose to pursue an app that is specifically for makeup artists to connect with their peers and allow them to apply to jobs in the industry.

USER STORIES

I created a list of User Stories to figure out which direction would be the best to use for the main task flow. The chosen Epic was the process of applying for a job since it directly related to the user’s pain points.

TASK FLOW

This lead to Applying for a Job becoming the main task flow. 

INSPIRATION & SKETCHES

I drew most of my inspiration from LinkedIn and Indeed since they have similar features to what I was looking to

include in my app.

When I started sketching I mostly focused on different layouts. I expanded the top left sketches in the above picture into a Mid-Fi Prototype.

MID-FI PROTOTYPE

user testing round 1

The User Testing took place over 4 days, from May 17 - 22 2020. 

The test results were mostly positive apart from the last task. The testers found that the icons on the profile page were a source of confusion.

The tasks the users were asked to complete:

1. Sign Up

2. Apply for a job

3. Filter jobs

4. Connect with other makeup artists

5. Identify and describe what the icons in the top right corner of the profile means

MID-FI PROTOTYPE VERSION 1 VS 2

I built out the Filter option for Version 2. After User Testing round 1 I added text under the top right icons on a Users Profile page since it was not clear to what they meant.

There was also some confusion around the jobs page in Version 1. At first glance it did not look like the page was for job postings which resulted in confusion. I added context to the screens which improved the usability in subsequent user testing. Instead of having emphasis on a picture on the job post, I removed it and drew focus to the job description and the job requirements. I also made the Apply/Applied button larger as it was too small and felt lost on the page. I felt it was important for it to stand out rather than for it to be tucked away since it was part of the main task flow. 

In Version 1 I included a modal after hitting “apply” on a job post that would prompt you to upload your resume. For Version 2, I included it in a “Set up Your Profile” section after signing up. This change made uploading your resume feel more coherent and natural. 

USER TESTING ROUND 2

The User Testing took place over 1 day, May 24 2020. 

The test results were all positive. Most of the comments received were cosmetic suggestions. One tester did not go to the second icon (three people) to connect with people, they went to the fourth icon (message bubble).

The tasks the users were asked to complete:

1. Sign Up

2. Find Other Users

3. Connect with other makeup artists

4. Filter Jobs

5. Apply for Jobs

User Testing Round 2 confirmed that the changes made were beneficial

MOOD BOARD, COLOUR SCHEME & LOGO

When deciding what colour scheme would be appropriate for this app, I wanted something that felt Bold and Creative, but not overwhelming. I also wanted the colours to be gender neutral because it is important to be inclusive and Makeup Artistry is rapidly becoming more popular with people of all genders.

With that in mind, I chose shades of Mint Green and Rose.

I wanted the logo to have the feel as the app; bold and creative.

HI-FI MOCKUPS

After deciding what colours would be best suited for Gemme, I started injecting the colours into the mid-fi prototype. I used the mint green as a way to draw attention to the Call to Actions since the rose colour is more subdued.

PROTOTYPE & MARKETING SITE

This is the Hi-Fi App Prototype I designed for Gemme.

This is the Marketing Site I designed for Gemme. I wanted it to have the same feel as the app but I decided to include lavender to the colour scheme to add emphasis on the Call to Actions and app features.

DESKTOP WEB APP

After looking back at my research for Gemme, all three Makeup Artists I interviewed used the internet to look for job postings. The Experience Map also showed that a design intervention could be helpful in the form of a Desktop Web App. Based on this data I translated the app into a Desktop Web App.

DESIGN IMPACT AND FUTURE THINKING

Gemme would impact the cosmetic and entertainment industries since more makeup artists would have access to it. It would allow new makeup artists a chance to enter the industry, without needing contacts. With COVID-19 showing no signs of slowing down, it also provides a way to network without leaving your home. 

I chose two questions from the Tarot Cards of Tech to answer for Future Thinking, they are: 

  • How would a community of your most passionate users behave?

  • If two friends use your product, how could it enhance or detract from their relationship?

How would a community of your most passionate users behave?

A community of Gemme’s most passionate users would help each other, whether that’s through commenting and sharing posts to gain visibility from experienced artists or sharing job posts that would be a good fit for another user. The experienced artists on the app would help the beginner artists through answering messages and mentoring.  The ideal community would be a mix of both beginner and experienced users, so that everyone has an opportunity to learn.

  

If two friends use your product, how could it enhance or detract from their relationship?

If two friends were to use my product, it would enhance their relationship because they could support each other's work. By supporting each other's work it could lead to it being noticed by experienced artists who might be looking for assistants or know of job openings. On the other hand it may become competitive which could detract from their relationship. Instead of building each other up, they might use each other to get where they want, with no regard to where that leaves their friend.

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