business case : optimizing l'oréal's mobile application

Optimizing: « Style My Hair » mobile application

Eugène Schueller founded « La Société Française des Teintures Inoffensives pour Cheveux » in July 1909. Later it became the now famous company L’Oréal. Today, it is the number one cosmetic group in the world.

L'Oréal Professionnel combines creativity and innovation with famous hair-stylists, to create the best care and tinting products. L’Oréal increasingly uses digital products to speak with its clients and to create multiple customized services.

Their story

The ChallengeSimilar to « L’Oréal Paris Make-up » launched in 2011, L’Oréal Professionnel’s team offers innovative and customized experiences for everyone.

The challenge is, to know if the new mobile application « Style My Hair » has a good user experience and find areas of improvements to increase user satisfaction.

L’Oréal’s team decided to run the following user tests: • Exploratory testing with 40 users. • 20 testers for the French version and 20 for the English

version.• Our testers had to dowload and explore Style My Hair on their

Android or iOS smartphones.

40 540

Solution

Feedback approved and analyzedFrench and English testers

40Unique OS/device combination

Feedback example

The analysis

• The categories where most of the issues are found are: performance (Functionality), bug (Functionality), ease of use (UX) et level of information (UX).

• Places where most of the issues are found are: Image creation, editorial page and Home page.

Our recommandationsBased on the results of our two tests, L’Oréal decided to suggest the following optimizations:

• Improve performance of every device on Android 4.4 and iOS 7.0 or more.

• Fix bugs with hair styles in Image creation.• Change the home page to simplify acces to the other sections. • Optimize the ASO (Applications Store Optimization) for easier

finding of the application.• Give more informations during the initial steps to ease first use

Example 1/2

Recommandation :

. Change the home page to simplify acces to the other sections

Before After

Recommandation : Give more informations during the initial steps to ease first use

Example 2/2Before After

Results

Before After

Ferpection Predictive Score (user’s grade) rose from 2,8 to 4,0 thanks our recommandations.

The testimonial

“Within 7 days, Ferpection gathered and analyzed more than 500 users stories. This was the key to optimise our Style My Hair application and ensure its success from day one.”

Camille Marquet, International Digital Project manager at L’Oréal

Grégoire Devoucoux - Customer Success Managergregoire@ferpection.com

+33 6 33 53 81 44

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