Creative Director l Design Strategist
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AU KURATE - SERVICE DESIGN

Objective: The goal of this project was to uncover an untapped space in the market through research, concept creation, business development and user testing.

Process: User Research, Interviews, Synthesis, Insights, Strategy, Ideation, Prototype, User Testing, Final Prototype, Branding, Marketing Campaign.

Solution: Au Kurate - A Service Platform for women in beauty, fashion and wellness that aligns experts with the end consumers through one to one guidance.

The project was completed over the course of 10 weeks from January - March 2017.

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Au Kurate Video

Design Process

Design Process

As a team, we kicked off our research by familiarizing ourselves with the current beauty and fashion industry. We selected to use IDEO’s Human Centered Design (HCD) thinking process and the double diamond methodology to guide our scope of research. These tools helped shape our research umbrella question in addition to the sub-questions.

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Empathy Map

Empathy Map

In Human Centered Design (HCD), empathy is a critical tool for understanding and designing for the user rather than our own needs or assumptions. This map embodies 6 notions of empathy senses: think and feel, see, hear, say and do, pains and gains. The map conveys feelings, emotions and fears in ways that are often overlooked by other frameworks in design thinking. This tool helps point out the hidden needs of our target consumer and provides insights.

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Competitor Analysis: SWOT

Competitor Analysis: SWOT

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Our Pitch/Market Strategy

Our Pitch/Market Strategy

The sales pitch was developed to capture the consumer's existing frustrations that the concept was founded on. The storyline showed how Au Kurate is able to improve the user’s experience and connect her to the right service and product through an online platform.

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