DOVE, SPREADING LOVE

User Experience

Dove released a limited edition packaging designed to present diverse representations of female bodies. Their packaging compared women’s figures to abstract, shapeless soap bottles; but they only designed seven different bottles which increase the self-consciousness of the user comparing her body to the packaging. 

CHALLANGE

The campaign caused big damage to Dove's reputation about making women feel self-conscious. I  need to recreate a good experience for those affected and future users.

OBJECTIVES

  • Transmit the importance of self-love & self-care

  • Create a self-loving community to share experiences and tips about self-love and self & care

  • Deliver positive messages about internal beauty

USER ARCHETYPES

The mature, accepting of herself

She accepts herself with imperfections and all. She is guided by what she feels right to her, not by what feels right to others. 

The center of gravity

Her self-esteem lies more in how she feels than how she looks. It has more to do with how competent she feels in dealing with life and with how good she feels about herself.

APP RESEARCH

In order to solve the challenge, I interview women to see if they would form part of a virtual community. Here, I applied some UX research methods

I like, I wish, What if

Name: Jackie

  • I like that is focused on self-love and that you can talk to other women

  • I wish that it would offer sample dove products when you sign up

  • What if there was a way to incorporate men as well

Name: Mala

  • I like that you can empower women

  • I like that it can change the minds of women

  • I wish the posts can have comments

  • What if you can make it for male and female

Emotion Score 

0

0

9

10

0

How do you feel about being part of a community where you can receive self-love and self-care tips and be able to empower women?

SPREADING LOVE EXPERIENCE

Every day you get into your the app it will ask you how you are feeling by sliding up and down

Depending on your scale it will give you tips to make your day better

Newsfeed page where the community can share things they do to take care of themselves

DATA STORAGE

The app has a data page to show the user how she's been feeling throughout. The user can choose how to display this data, by day, week, month, etc. 

SPREADING LOVE BOX

These boxes will be mailed to app users. It has paper notes for them to write positive messages to those that empower other women in their lives. It also provides free samples from Dove.

616-795-2297  |   sandra@sramirezdesign.com