FRANK BODY
Frank body is an Australian skincare brand known originally for its coffee-based body scrubs. In addition to their coffee scrubs, it also offers a range of skincare products including face scrubs, moisturizers, cleansers, and lip balms.
Frank Body’s products are natural, vegan, and are committed to using natural and sustainable ingredients and aims to be playful, authentic, inclusive, a supportive community and share a passion for healthy skin and natural products.
Our team of three started the UX Design of Frank Body
Time: 2 weeks sprint
Tool: Sketch, Whimsical, Figma
Role: UX Researcher, Visual Designer, Market Analyst, Information Architect
Deliverables: Wireframing, High fidelity Prototyping, Hi-fi mock-ups
My Contribution: User Interview, Market Research, Competitive analysis, Affinity Mapping, Defining User Persona, User scenario, Problem Statement, HMW Statement
Frank Body’s brand Identity and Personality Speaks to their Millennial and Gen Z audience
Frank, the brand persona, is the voice of Frank Body and his character can be seen in all areas of the brand’s exposure online, on packaging, and in social media captions. Frank is transparent, down-to-earth, and relatable to customers.
Incredible success story with content marketing
Frank Body’s content marketing has convince user to care about their products as a result since 2013 they gained
778k Followers on
5.5 million searches on
10 million products sold worldwide
Site attracts over 80,000 visitors per month
Frank-Body’s reputation in comparison with other skincare brands
I created a competitive matrix to better understand how Frank Body compares in price and tone to the skincare market.
In comparison to other skincare brands, Frank Body’s products are within the middle price range.
Frank Body also shares space with other brands who have a playful and uplifting brand tone.
I conducted a comparative analysis of Frank Body and other skincare brands to better understand the brand. The results show how Frank Body buckets its products differently from competitors and emphasizes its brand attributes and saving & budgeting options.
Marketing analysis showed Frank-Body’s unique marketing procedure makes it stand out in the crowded skincare market
User’s opinion while choosing skincare products
I conducted user interviews with 6 people to gain a better understanding of their approach to skincare.
Questions centered around learning about user priorities, shopping habits, and their overall process.
User concern while searching for a skincare products
“Generally, when I find a product I like, I’ll stick with it forever.”
“As long as a product works, my biggest concern is price.”
“The sheer amount of information and product options can be overwhelming to navigate.”
User’s criteria of choosing skincare products
We conducted two surveys to gain a better understanding of preferences when finding, choosing, and buying skincare products.
We learned from 71 respondents that most skincare users search for new products
in store
Brand’s website
and
Through recommendations from friends & family.
We learned that top considerations when deciding to purchase skincare
Brand Reputation, Customer Reviews, Price & Promotions and Rewards. Most users specified that they are making purchases of the skincare products every 1-4 months.
User search skincare products by
We asked skincare users to get an understanding on information architecture about the primarily search process for products on a website of a particular brand and learned that most users search by Category, Concern and Ingredients.
No users choose skincare products by sets.
Emerging trends about the skincare finding process
We asked users to share a bit about their thoughts on the process of finding and purchasing skincare. Through affinity mapping these trends emerged:
Users overwhelmed by so many options
Researching or finding effective products takes too much time
Not sure what brands to trust
The Mindful Skincare Enthusiast - Jessica’s
Goals and Motivations
Shops for products every 3 months
Loves to save & loves rewards
Is loyal to products but and curious to try
new thingsLikes products that are sustainably sourced & ethically made
Frustrations
Is overwhelmed by too many options
Takes too much time to find products that work
Thinks that buying skin care is often expensive
User needs an easy way to find product in a website
According to my research, I believe that the Mindful Skincare Enthusiast, like Jessica, needs an easier way to learn about brand attributes, find the products they need, and access rewards & savings to become loyal customers of Frank Body.
How might we
Help users easily learn about and find the products they need with Frank Body?
How might we help users access rewards and savings on Frank Body Products?
Making key brand attributes and ‘Reward’ program easily accessible
While doing a heuristic review of Frank Body’s website we found
key brand attributes, like ingredient sourcing and cruelty free, Frank Body’s messaging was deprioritized and found at the bottom of the home page.
While accessing the Rewards programs, Frank Body brings you to a login page instead of an information page when you click on ‘Hotel Pink Rewards’.
Hi Fidelity Mock-up for Frank Body’s website for PC
Hi Fidelity Mock-up for Frank Body’s Mobile App
Reprioritized Brand Attributes to be higher up on the home page and Rewards now added to main navigation for easy access.
.Highlighting additional information about Frank Body’s brand attributes that were previously hidden on the “About” page.
Clicking on Rewards now leads to informational page instead of asking users to sign up first.
Final thoughts
We believe that by making it easier to learn about brand attributes, find products, and access rewards & savings on mobile & PC, the Mindful Skincare Enthusiast will become a loyal customer of Frank Body.
We will know this to be true when users spend less time on mobile & PC sites before making a purchase and when they make repeat purchases.