MiaMia is a data-driven platform that simplifies beauty through personalization. With MiaMia, users can discover beauty inspiration from friends, bloggers & brands. Sharing how-to's with friends and showcasing related products is quick and easy. To complete the circle, users can purchase products from their favorite retailer.
We partnered with MiaMia’s founder to define the product strategy, build the experience, tech stack, and design the brand.
With every product we build, we kick off the project with a discovery workshop designed to validate and understand the problem we’re solving. We empathize with our user so that we can design to their needs. While defining our user, we set broad goals for the product.
On the outset, we answer the question of why.
Why are we building the product?
What purpose does it serve?
Why should the end user care?
Beauty is naturally social as people rely on friend's recommendations to discover beauty products. There was no dedicated platform to make this connection— essentially facilitating existing offline behavior.
In our research, we found the vast array of beauty/grooming choices inundates and confuses most people. Before MiaMia, people used a disjointed collection of blogs, Instagram, and friend recommendations. The existing digital beauty user experience was not serving user's needs. Women (and men) were craving personalization of products for their unique needs.
MiaMia solves these problems with a personalized, singular user experience. We collectively recognized that the solution had to be mobile as beauty is now happening on-the-go 80% of the time.
With MiaMia's Founder & CEO, we built a pitch deck for her to tell the story of MiaMia and raise funding. Here’s a sneak peek:
For anyone concerned with their appearance, especially our target user, the overabundance of choice is the new norm. The amount of products promising results, beauty tutorials, and societal expectations can overwhelm and intimidate.
During onboarding, we ask questions based on how much makeup the user wears, their skin tone, age, and main beauty concerns. As we enhance MiaMia, we can tailor the looks and products we show people, so the app itself is more relevant to individual beauty needs.
We designed the MiaMia brand to exude empowerment. We took a stand that resonates with MiaMia’s core audience within a competitive market. From the custom illustrations down to style guide assets, our team created a fun-loving and fierce look and feel.
We designed the MiaMia brand to exude empowerment. We took a stand that resonates with MiaMia’s core audience within a competitive market. From the custom illustrations down to style guide assets, our team created a fun-loving and fierce look and feel. Illustration by @loveless_designs
We implemented a smart back-end solution to allow MiaMia to control their dataset while not having to manage it actively full time. We knew we had to present MiaMia with a low maintenance solution that would fit their operations budget. Leveraging reliable third parties, we automated tasks so the founding team could spend their time on high-value projects rather than menial tasks.
With a lean team, we built and prototyped in continuous cycles. We conducted research sprints with core users to qualitatively test the overall concept and understand potential roadblocks to usability. Once we closed a research round, we evaluated the feedback for patterns. From there, we decided how to iterate based on that feedback.
We built MiaMia a back-end admin panel that allows for editorial control of the app, user-generated content moderation, and key data reporting. This quantitative data is incredibly valuable as we enhance product & business strategy while we design for MiaMia’s users.
Technology’s changed almost every industry, but beauty is years behind. Because beauty is so personal, the power of MiaMia lies within the data. Understanding individual user needs, preferences, and influences will unlock key insights for brands wanting to connect with the modern user and empower users to lead their beauty journey.