Olesia Fisun - UX Designer

During the initial research, our team took multiple field trips and visited about 50 beauty supply stores to talk to the business owners to identify their requirements for the new tools. At the same time, we were visiting Nail Salons, Schools, Spa Studios and Pharmacies worldwide to talk to about 100 nail technicians and cosmetologists to find out what their expectations are for the nails and beauty supplies and which companies are the most popular on the market right now and why.

We were gathering feedback about our tools from current users as well as potential customers to see what mprovements could be done in order to succeed on the US market. Research participants were given samples from Staleks PRO, Expert, Smart, and Beauty and Care series and they were asked to rate our Brand and each product line by the following factors:

1. Quality of the tools;
2. Packaging quality, suitability and reliability;
3. Price range for each line;
4. Information about the product and company;

After analyzing the research, our Marketing and Design team identified that in order to be able to get into US Beauty Supply Stores and have success among new customers we needed to improve our packaging in a way that is going to satisfy both: Beauty supply owners and end users. Our focus was:

1. Built trust for the Staleks Brand and Tools on the new market;

2. Educate users about different Product lines and their benefits;

3. Explain the proper way of handling Staleks tools;

4. Keep updating our existing clients as well as attract new ones through social media;

We have decided to gather feedback from our clients during the International Beauty Show in New York in 2018. At our booth we were running a promotion that would give you a 5% off your purchase if you complete a survey. Here is how it was:

We had lots of ups and downs during this project, but I am extremely proud that our effort paid off, and more and more store are now purchasing Staleks tools for their shelves. Approximately, we have increased conversion in the US by 6% and around 3% Worldwide!

My personal takeaways from this project are:

- European and American users think differently;
- Research can be done on a very low budget;
- Remote teams need an effective functioning team plan;
- You are not your user!

Thank you for being interested in this case study!

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