DYSON AIRSTRAIT

UX Reseach

“Compatible for all” was not in the initial Product Design Specification, so black models were inadvertently excluded from Airstrait campaigns

THE PROBLEM

Understand the needs, behaviours, and styling motivations of consumers with coils hair. Use this to determine product appeal amongst this group and advise commercial direction for the Airstrait.

THE BRIEF

6 months of research, split into three separate trials (this case study will only detail one)

a 2 person team (myself and 1 other)

THE DETAILS

ACTIONS

Understand the User

1

Wrote quantitative and qualitative interview questions to discover 30 participant’s hair routines, motivations, pain points & desires.

Visual Perception Study

2

Upon the first use, I observed their body language, whilst asking about usability, performance and UI/UX interpretations.

Analysis and Ideation

3

I grouped scores data to uncover trends and investigate unusual findings, then ideated strategies based on the data.

RESULTS

Hair Relationship Profiles

Routines were largely based on their past experiences with their hair. E.g, if bullied for their Afro, they favoured straighter styles.

Onboarding Curve

Consumers were sceptical the product would ‘work’ was deemed as the same straight finish as their hair types.

New Market Uncovered

Highest purchase intent were users who desired a ‘Natural Straight’ (straight with texture) or largely cut down styling time.

Direct Outcomes

  • Black models added to campaigns and tutorials.

  • Implementation of ‘natural straight’ in campaigns.

  • Alteration of on-screen graphics for easier initial perception.