First Love

Venus First Love is a first-time shaving starter kit design to target the teenage user group. First Love introduces a new subscription service and new product line that assist first-time shavers in the correct way of shaving to build confidence in themselves and also Venus as a brand.

The goal of this project is to go from market research, to business model generation, and to iterative concept development to develop a design-driven concept that could induce 20% growth for Venus by Gillette.

CATEGORY

Case Study, Market & User Research, Product Design, UIUX

TEAM

Shira Chuang, Leanne Lazarchuk

(we worked collaboratively on all parts of research and design. I made the web prototype in Figma, and we both contribute to the building of the CAD Rhino models)

TOOL

Rhino, Figma, Illustrator, Clay Prototype

DURATION

2.5 Months

Goal of this project is to create a design-driven concept that will result 20% revenue growth as the brand Venus by Gillette.

Double Diamond Design Process:

design the right thing, design the thing right

Phase 1: Discover

Researching on Venus and the overall shaving market, users, and history.

Phase 2: Define

Synthesis our research findings, and define our opportunity statements to targeting the younger teenage user group.

Phase 3: Develop

Ideation and brainstorming, looking at teenagers lifestyles and concerns and try to come up with as many design ideas as possible.

Phase 4: Deliver

Assess each of our large collection of ideas to pin down our ideas to the final First Love kit that best fits the teenage users and Venus brand. Continue refining details of First Love.

Discover. Research about Venus, shaving, users, and the market.

Phase 1

Mind Map:

about everything that initially comes to mind about Venus

User Research:

who are they, why do they shave, and what do they do beside shaving

Market Research:

who are Venus competitor, and how much does Venus take up the shaving industry

Screen Shot 2021-03-16 at 2.41.49 PM.png

Hierarchical-Cluster-Analysis-The-US-Wom

Venus Products:

what does Venus offer, where do the products live, and who have they collaborated with.

Who are we?

Venus by Gillette is a premium women razor brand that dominates its competitors among fast-moving consumer goods.

Our Core Values

i. Beauty

Venus believes in both external and internal beauty. Encourage people to embrace their uniqueness.

ii. Innovation

Venus with its long history is constantly innovating its product and brand image.

iii. Diversity

Embracing diversity of different ethnicity and skin types. And providing diversity in their choices of products.

iv. Trustworthiness

Venus with its long history is a trustworthy brand. They build trust for their brand and also their products.

Phase 2

Define. Pining down our opportunity area.

5 Possible Opportunity Areas

i. New Technology Applications

For decades, Venus has been taking care of women with skin sensitivities and concerns. We have an opportunity to take our research and blade technology to the next level for other body applications.

ii. Expanding Sphere of Influence

Venus provides a sensual and pampering shower experience for women. We have an opportunity to expand this comfort beyond what happens during shaving and be part of women's lives all day.

iii. Building Up a Larger Community, Free of Shame

Venus's focus on skin promotes inclusivity for all women. We have an opportunity to expand the current user base into an open community and remove the existing stigmatization placed on women’s bodies, encouraging them to further their emotional and physical wellness using Venus products.

Chosen Opportunity Area

iv. Helping and Attracting Teenage Younger Audience

Venus has been great at proving adults with tools to take care of their bodies. We have the opportunity to help younger women and especially girls, thus exposing them to our brand at a younger age.

v. Providing Older Women with access to Beauty and Self-Love

Building upon the established trust with the brand, the longevity of the relationship between Venus and our users can be greatly extended. We can help women stay in touch with their image and continue serving our customers as they age.

Venus currently focus on women of age 20-40, providing solutions that achieve the motto "My Skin, My Way"
Venus has a opportunity too to help younger women, who are going through tremendous change with puberty, the solutions for their grooming needs.
By introducing younger users to the best and correct tools they are likely to develop brand loyalty and stick to the Venus brand.

Final Opportunity Area:

Helping and Attracting Younger Users

Our New Target User:

Teenage girls

High school or early years of college

Active on social media plateforms

Body changing in a million ways with puberty

Phase 3

Develop. Looking into our users to come up with large quantity of ideas.

Looking closer to understand our target users

Their Concerns:

Puberty change causes anxiety and self-doubt
Online shaming and bullying
Beauty habits and body image are formed
Too much information on the internet

Shaving Process

We identify 3 areas to help these girls building self care

In self
In the brand
Safety of product

Confidence

Their body
Their skin
Correct way of shaving

Education

Portability
Compact
Versatile

Convenient

Base on the above 3 areas, coming up with as many ideas as possible

Red framed images are ideas we chose to continue develop. (click on the image to magnify)

Deliver. Pining down our final design concept.

Phase 4

We narrow down our ideas by looking at our

Evaluation Criteria

Bring 20% Growth

Safe

Ease of Use

On Brand

Resonates with the New Users

Using clay prototype to design the most ergonomic and sleek razor that fit into most females' hand.

FINAL

DESIGN

First Love

First Time Shaving Kit

Let me introduce you to one of our user...

This is Laura. She just started growing body hair and is excited to start shaving. But, she doesn't know her skin type, hair type, or what're the best products for her...

Laura came across the

First Love

First Time Shaving Kit

Access Point

Individual Assessment

Venus put together the

First Love Kit

Deliver to User

Feedback from User

Monthly Subscription Products

What is in the kit?

Different razor heads for different body parts

Main razor body

Face Exfoliator

Love Card & First Time Razor Manual:

-to provide shaving instructions

-link to Venus existing shaving YouTube tutorials

-to help track razor usage

Razor Racks

A person actually have different types of hair through out their body. Therefore, we are encouraging users to have multiple different razor heads for different parts of body since they have different functions and will dull differently.

Face Exfoliator Razor

Face has straight fine hair, so a single-blade razor is good for shaving this area.

About face shaving

Face shaving is a growing trend in the skincare industry. It helps exfoliating the skin and allow makeup to sit better, which is what a lot of teenagers are trying to achieve.

Tiny trimmer

to help shaving tricky areas

LED Light

to light up the fine hair on your face

Safety Cap

Button for LED Light

Easily Replaceable Blade, keep the handle forever

Main Body Razor

Ergonomic and Sleek

Easily changeable blade mechanism

Since we are encouraging one user to have multiple different razor heads, we design a way to help users easily store and change the blade, so they can just use the one handle.

According to the user's needs, the razor holders can also be placed anywhere, in or out of the shower.

After going through this process...

Laura now feels more confident and carefree in her choices, knowing that she can trust Venus. Through the process, she also learned about her skin type, hair type, and what're the best products for her.