VOIR

How qualitative research helps make a timely pivot and set the right direction for a product.
In 2019, the Palta fund asked me to conduct research on VOIR Makeup — an app that allowed women to use augmented reality in a selfie camera to see how different cosmetics would look on them.
Conducted customer development with more than 40 makeup artists.
Описание
  • The idea was that with AR and face tracking, makeup could be tried on in real time.

  • Initially, it was assumed that women would order branded cosmetics directly through the app. However, the research showed that users saw it more as entertainment and a beautification tool rather than a purchasing channel.

  • Based on this, it became clear that it was more promising to offer the technology itself to major market players rather than build direct sales within the app.
Результат
  • VOIR successfully adapted its technology for international brands (Dior, Guerlain, Sephora).

  • The solution was also implemented in offline stores.

  • In 2022, VOIR was acquired by the global e-commerce company Farfetch.