The company that I interned for was a beauty app called LUXit. LUXit describes itself as a beauty app to your door. Customers would use the LUXit app for one of their beauty services (Hair, Make-up, Tan, Massage, Nails, Facials and more) and a professional would come to their home or to their work for their service. I like to describe this app as Uber but for beauty, where you call upon the services of another and they come to your home, to your workplace or wherever you need them to be.
I applied for LUXit because it peaked my interest regarding fashion, apps and UX.
The founder of LUXit was Fabiola Gomez. Taken from the About Us section on the LUXit website
“Fabiola, a corporate lawyer and entrepreneur, has worked her magic behind the scenes in the beauty and fashion industry for over 10 years and brings LUXit unparalleled expertise influence and connections.
Being a natural connector, Fabiola founded LUXit in August 2015 to facilitate the lives of Australian women and men seamlessly and conveniently allowing them to receive premium beauty well-being and personal care services at home.
LUXit represents ingenuity, luxury and exceptional customer service and these intrinsic values are at the forefront as Fabiola advances the beauty industry, bringing LUXit Australia-wide.”
During my first week at LUXit it was more of an introduction to the brand and app and getting to know what I can do for them and what I’m looking to get out of this Internship. Fabiola said to me, “It’s your business. What would you do?’ What she was saying to me was if this was my own business, how would you run it, she wanted to me to have that quote in the back of my mind during my internship. For what I can do for them, I offered mainly UX design help for both their websites and their app; research tasks, graphic design and social media.
During the first week Fabiola was nominated for the B&T Women in Media Power List. During this time she wanted me to do some research on her competitors. She wanted me to look at what they did for a business and who they are as a person. She also looked at if there could be a possible partnership between her and the other women that were nominated. This was a first for me hearing this sort of tactic. It was one thing to see what the competition was and it was another to see what they as a business person could do for the LUXit Brand. The following was the gathered information from the other nominees:
- Ally Watson at Deepend, Melbourne – An energetic self-motivated and versatile developer. Holds a BSc in Computing Science. Founder of Code like a girl.
- Denise Wyer at AdRoll, Sydney – Experience in leading new projects from fruition through execution. Head of Sales at AdRoll.
- Renece Brewster at Data Creative, Melbourne – CEO & Founder of Data Creative.
- Vanessa Hunt at GroupM, Sydney – Production and strategy professional with broad experience in Mobile Production, Media Buying, Promotional Marketing and Direct Response Advertising. Head of Mobile at GroupM.
Another research tasks that Fabiola wanted me to do was to look at their competitors. There competitors were American brands GlamSquad and GoPriv. These apps had similar services that LUXit was offering. I had to research what their social media interactions were, what past competitions and promotions were done and how they engage their followers.
I also had to research what type of websites would come up when a customer types in LUXit on google as well as adding terms such as LUXit Instagram, LUXit Twitter, LUXit Facebook and any other social media contacts. Upon typing in LUXit and its various social channels in google majority of their social media was on the first page on google. When it came to google images, images of lamps, lightening boards and lights in general were the majority of images that popped up. This type of information helped the brand know where they are when it came to their customers viewing their content.
The following week, I was tasked to look into Virtual Reality and Augmented Reality for LUXit. This was the time when Pokemon Go became popular. Fabiola was really energetic about new technology and how it could help her brand. I researched how other brands are utilizing VR and AR as well as the audiences reactions and how immersive it was for them. I also added in information regarding ASMR since this was a popular trend at the time. At first I really couldn’t see how virtual reality and augmented reality would help with a beauty app, but after researching the best uses of VR and AR in marketing I was able to make a reasonable opinion on the implementations for LUXit.
In my opinion for virtual reality, I could see it as a video of someone getting their hair/make-up done in 360 with an explanation of what LUXit is and how it works. For augmented reality, I saw more potential to use for LUXit in regards to taking photos of your hair/nails/face and then editing it to what you wanted to look like, this gives the specialist a better understanding to what the customer wants before they arrive. I also thought of it in a gamification way, if the customer has a child or needs to kill time before the specialist gets there, they could play around with how they want their make-up/nails/hair done.
Fabiola wanted me to return to looking at their competitors/similar apps on social media and see what kind of competitions they have done in the past as well as the type of videos they have on YouTube. She also recommended that I come up with a competition for LUXit to get their brand moving. On YouTube, GoPriv, showcased what they do as a brand similar to what LUXit has done in their YouTube videos. Competition wise, GoPriv and GlamSquad partnered with other brands in order help promote their brand as well as the other brands. An example of this is GoPriv partnered up with Dress For a Day and one winner who liked the post and commented #PRIVit #DFTD won a complimentary PRIV service and featured on DFTD website. GlamSquad partnered with New York Fashion Walk where winners won two tickets to the Yigal rouël #SS17 show, #GLAMSQUAD makeovers, $1,000 Orchard Mile shopping spree, 14-day cleanse from Be Well by Dr. Frank Lipman, 1 night at the Gansevoort Meatpacking NYC. Because at the time LUXit didn’t have any major partners I couldn’t do a competition of this caliber. Instead I looked at the smaller competitions. For LUXit, I thought of two competitions:
- Using #LUXit post your best make-up advice, for your chance to win 15% off your next make-up service. This idea will bring conversation among the users of LUXit
- For your chance to win 20% off for you and a friend, tag a friend who hasn’t used LUXit before. Make sure you and your friend have liked LUXit and have shared this post.
This will raise awareness among LUXit users.
Unfortunately, none of them were used.
The next couple of weeks, LUXit were interviewing some beauty experts to show on their YouTube channel. These beauty experts talk about their experience with LUXit and how it benefits them. I had the great opportunity to edit some of the videos and upload it onto YouTube. This was very exciting for me mainly because I’ve always loved video editing, video editing was a passion of mine for quite some time and I wanted to get back into it. When I put my hand up to try my hand at it even Fabiola was excited about it. At the time Fabiola gave me all of the files that I needed to edit, the bad thing was, my laptop couldn’t handle editing. Fabiola said it was okay for me to work from home for the next couple of weeks coming in when I needed more files or when I needed a chat face-to-face. This was the first time I’ve ever worked from home for an internship so this experience was something different for me as well.
While working from home, I also decided to use my User Experience knowledge and analyse the website to see if there are any problems with either the layout or the user journey. I would have also loved to analyse the app but it was only available on iOS and I have an android phone. Such comments I made regarding the website is as follows:
- 3 logos – Remove one of the logos since there’s three on the homepage
- Have a USP under LUXit – Include text underneath the banner
- Social Media links – Include icons in the empty space
- Have pictures of service in each page
- Consistent text among all pages same font and size
- Don’t see a need for the LUXit wheel to spin
- It would be nice to put a picture to the name and quote
- Keep time consistent –FAQ 8am-8pm, About Us 8am-10pm
- Update pictures on Press
- Have headings and descriptions
At the end of my internship, the LUXit webpage had a complete makeover with better user interface and a better user experience and this was all thanks to the comments I made regarding the website. To me this was something awesome to see. That my UX experience helped changed a website and I get to see it come to life.
For me, my internship at LUXit was something that had re-kindled some interest in both the past and the present. An example of this is my interest in fashion which started in 2012 and my current interest in user experience. My interest in video editing and my interest in new technology like VR, AR and ASMR. I’m glad that I had the chance to intern here at LUXit it was a fun experience and I learnt to much, gained new experiences and re-learned some old ones.