Chroma.
Organization
NUS Business School
Team
MSI Business Students
Timeline
Aug - Nov 2024
Role
Research
UX/UI Design
Testing
Overview
Chroma is an online platform offering affordable access to luxury beauty samples, including premium cosmetics, skincare, and fragrances, enabling users to try samples before committing to full-sized products.
Developed as part of the Innovation Strategy class at NUS Business School's MSc in Strategic Analysis and Innovation program under Prof. Simone Santamaria, Chroma was built using Launchpilot↗ While the platform's limitations restricted us from designing a fully customized user interface, we prioritized developing an MVP to solve a key consumer pain point: wasted beauty products due to poor fit or adverse reactions.
The Opportunity
High-quality cosmetics, skincare, and fragrances often come with a premium price, making it hard for consumers to try products before committing. Many purchases go unused due to poor fit—a problem emphasized by a 2023 Statista survey↗ showing 83% of Gen-Z women buy beauty products online but often face disappointment.
Seeing this gap, we explored creating an online platform for purchasing product samples.
To gauge interest, we surveyed NUS students, asking questions like, "How often do you avoid buying beauty products due to uncertainty about their suitability?"
Our survey revealed that:
100% of respondents
Hesitated to buy products due to uncertainty, worrying about wasting money on unsuitable items.
Top concerns when purchasing:
1. Price of the product
2. Possible adverse skin reactions
3. Product effectiveness
65% of respondents
End up unsatisfied with purchases due to issues like adverse skin reactions, ineffective results, or products not meeting expectations.
Building the MVP
After confirming demand, we developed a minimum viable product (MVP) focusing on skincare, makeup, and fragrance, reflecting EY’s report on the beauty industry's fastest-growing categories. Built using Launchpilot, our platform faced limitations in customizing information architecture and UI—meaning we couldn’t include features like filters or an “add to wishlist” function. Instead, we prioritized simplicity, allowing users to browse and explore product samples directly through a streamlined shop interface.
User Testing
We conducted user testing by inviting peers to explore the website, gathering valuable feedback on usability and features. To further validate our concept, we pitched to investors at a public event, showcasing the platform and gaining insights from a broader audience. This real-world testing and feedback refined the user experience and strengthened our understanding of the platform’s potential.
Discover luxury beauty with Chroma.
Affordable access to premium skincare, cosmetics, and fragrances, letting you sample before committing.
Personalized Recommendations
Upon visiting the website, users can take a quiz to receive personalized product recommendations tailored to their needs. This helps minimize the risk of purchasing products that may not suit their preferences or skin type.
Curated Sample Catalog
The platform offers a curated catalog of high-end makeup, skincare, and fragrance samples. Each item is authentic, affordable, and designed to allow users to try premium products before committing to full-sized versions.
Extras
