Head & Shoulders + Pantene Chatbots
Two Prototypes of WeChat Chatbots
Branded for Head & Shoulders
and Pantene
iconmobile, 2017
UX Design Research Concept Design
User Flows Wireframing
Chatbot prototyping (in JustinMind)
Pantene and Head & Shoulders had an existing practice using diagnostic hair and scalp tools in shopping malls, to give users a free diagnostic exam to determine the condition of their hair and scalp. But once the customer left the kiosk, P&G had no way of maintaining connection with these customers. Iconmobile developed a proposal for how to create a ‘long tail’ brand engagement with customers, that would provide a useful source of hair info, tips, and product recommendations to users, and fulfill the business goals of the Pantene and Head & Shoulders brands.
Justin’s contributions included research, client engagement in China, use cases, wireframing, and build-out of working prototypes of WeChat chatbots (using the JustinMind tool).
Video excerpt tappable prototype showing a proposed WeChat 'long tail' customer engagement path, from an in-person diagnostic visit, to a WeChat chatbot conversation, to a closed sale.
Client-provided demo of Head & Shoulders scalp diagnosis tool, plus views of the Head & Shoulders and Pantene diagnostic hardware.
User flow diagram showing how the existing consumer journey ends when the consumer leaves the store, providing an opportunity to engage further.
How to extend the diagnostic experience, engage consumers beyond initial visit and foster an ongoing relationship?
Research into the hair products market and social media practices of the Chinese market revealed WeChat and texting/chatbots as promising avenues.
WeChat and texting/chatbots were chosen as integral parts of our proposed solution.
Detailed view of our proposed consumer journey, retaining the existing diagnostic analysis, but now with the addition of a QR-code-enabled connection point between user's WeChat account and the brand's account, which leads to a long-tail consumer engagement after the in-person diagnostic visit.
How does WeChat connect the brand to the user?
Wireframe userflow of the initial sign-up to the brand's account in WeChat, which opens a messaging window between user and brand, and initiates download and viewing of the user's hair and scalp diagnostic data.
Wireframe userflow of interactions for a product recommendation and purchase.
UI screens of WeChat conversation between user and the Pantene chatbot.
UI screens of WeChat conversation between user and the Head & Shoulders chatbot.