🎯 Objective

Determine the vector of development and improvement of the mobile application Pora for the segment "Daily facial care".

🗓️ Work plan

1. Determine the dynamics and position of competitors in the market by segments.
2. Determine user motivation in the segment.
3. Formulate a value proposition that will match user motivation and be relevant to the functionality of the Pora application.
4. Collect the client CJM path map, determine whether user expectations are justified when using the application, and identify barriers to achieving the desired result.

📚 Conclusions

1. The "Facial Care" market segment is growing in terms of money and users. Works that competitors perform and create a driver in the market:
   1. Scanning of cosmetic products
   2. Face massage
   3. Online sales of cosmetic products
2. The work of "Determining the condition of facial skin" is seen as the strongest on the market, as it involves indirect competition with major players, while also corresponding to the largest segment of users. And this is one of the first works in the process of facial skin care.
3. Patterns of user motivation for Facial Care have been identified:
   1. Daily facial skin care
   2. Solving a problem on the face
   3. Keep young facial skin
4. "Daily facial skin care" is defined as a promising segment and a value proposition matrix is developed for it, with arguments that work with value proposition and user motivation.
5. Objectives for the Facial Scanner and Scanning History functionality have been identified according to the "Motivation-Argument-Functionality" principle, and a group of strong connections has been formed for further development.

| # | Pora's value proposition | Pora's features | The motivation of the User | | --- | --- | --- | --- | | 1 | * When it's alarming to see problems on your skin after a long time

• Pora's neural network will detect changes in your skin and assess the condition:

• Skin type
• Moisture level
• Pore condition
• Signs of Aging

• To see if you're having any problems with your face | Facial Problem and Condition Scanner - A Neural Network | The situation of need: Anxiety that there may be problems on the face | | 2 | * Unlike the Mirror,

• Pora's neural network will notice the slightest change in your skin and identify your skin type

• To start taking care of your face as early as possible | Facial Problem & Condition Scanner - Neural Network | Objective Barrier: Can only see big changes in the mirror | | 3 | * When there is a fear that facial care products are not effective enough,

• The scan history, in the Pora mobile app, will show skin changes in 4 indicators (moisture, texture, pore condition, signs of aging) that have occurred over time

• To determine the dynamics of skin condition and draw conclusions on the current care | Facial skin scanning history | Barrier Internal: Fear that skin care products don't work enough |

1. Feedback analysis on the promising "Motivation-Argument-Functionality" directions showed that the User is willing to invest time and attention in searching for new solutions. The context of the responses showed that it is difficult for the User to understand the value in detail, implying the need to search for precise formulation of the Value Proposition for the User.
2. The "As Is" Customer Journey Map (CJM) demonstrated that the Application does not meet the "Learn about the state of facial skin" expectations for Users motivated by "Caring for their own face". The analysis of the map showed points where the user's expectations are not met, as well as existing barriers that prevent achieving the desired result.
3. A list of recommendations aimed at solutions that will strengthen the User's path in the app and with a high probability lead them to the desired result "Learn about the state of facial skin" has been compiled. This means it will increase the value of the application, which will lead to regular use of the Pora application for this user segment.

📊 1. Determine the position of competitors in the market according to the Jobs performed

⬇️ Downloads