Skincare Product Isn’t One Size Fit All, Curology’s UX Design Says It All.
What Makes Curology Different
Curology is a unique skincare brand that focuses on prescription-based skincare products from its online dermatology providers. Unlike other retail-based skincare brands that merchandise all the different products on their store page and let the consumer be the “expert” to figure out which is best for them, Curology takes every user’s experience seriously to make the consumer journey easy. They customize the best-matching ingredients to curate skincare products for each customer’s unique needs. It is innovative of a skincare brand like Curology makes the process of solving skin problems as easy as pie. If you ask me to describe the brand with Sally Hallmark’s 7 fascinations, Curology is innovative with passion, and let me tell you more.
From the beginning to The Beyond, Curology’s UX Design Covers All.
On Curology’s website, everything is minimal, yet it has all the information users need. The visual content is clean and organic which consistent with their brand image. It is not hard to notice their brand color is ultraviolet which is quite a coincidence that it is the same as New York University. It might be the reason why I felt for their brand as an NYU student. Not only does Curology makes their content is easy for the user to consume, but their business concept is also customer-centered. The first thing for a consumer to do on Curology’s website is to take a 1–2 minutes quiz for them to know about the skin conditions and customize the product for the user. The entire process of going through Curology’s skin quiz to get the product ingredient customized is easy since its user interface is very user-friendly.
Another thing that makes Curology incredible is that they are not only transparent about the ingredients in users’ customized products, but they also provide valuable educational content about the ingredients and guides for using the product. Curology also has its blog on the website which is a plus for users to consume knowledge about skincare. The ultimate purpose of Curology is to fix consumers’ skin problems which leads their UX design to the after part of the consumer journey, results. On their registered user private home page, users are asked to upload photos of their skin condition at the beginning and during the treatment, and after. Getting results are also a crucial part of the consumer journey, it determines whether a user is going to shop again or not based on the result. Many drugstore skincare brands show “before and after” of other people for their marketing. The way that Curology wants its user to see the result of the difference in their own skin makes the brand authentic.
“As a marketer, sometimes you have to be just a little skeptical.” — — Joanne Tombrakos
So here I am, contributing a bit of my constructed criticism. Curology is such an innovative brand in my opinion. However, I don’t see an AI customer service chatbot for customers who needs instant help on the Curology website and the only way to contact them is by text or email. I do believe having an AI chatbot to provide customer help immediately is beneficial and aligned with the brand image of Curology. The fact that the Curology site doesn’t have a search bar is a negative experience for the users. Overall, Curology is a great brand that fascinates consumers with its innovative user experience and product. I look forward to seeing more brands that can be as customer-center as Curology’s UX design does.
