Business Case –

SUGAR Cosmetics is working continuously to bring beauty closer to men & women both. Early
researches suggest that ~65% of audience is finding it difficult to decide what products works best for
them – they rely largely on Beauty blogs, influencers etc.

We at SUGAR are working to address this problem. Imagine you’re a PM at SUGAR and you want to
create a ‘buying guide’ for customers. This buying guide will actually be a blend of customer’s need and
product curation from makeup experts. We will try to reduce decision dilemma of customers by
recommending what works best as per weather, mood, event type, skin type, occasion etc.

This will apply to product categories like – Lipsticks, eyeliners, eyeshadow pallets, foundations,
contours, blushes and even combos/ kits.

This will be an app only functionality.

Solution submission

You’re expected to submit solution in following form –

 Summary of how you will approach the problem – in not more than 400 words
 A BRD with details on factors to be considered while drafting buying guide, for at least 2
products categories mentioned above. It can include -
o Any product assumption keeping cosmetic e-commerce app in mind
o Process flow chart
o Wireframes
o Proposed algorithm/ decision tree
o Estimated timeline required, keeping in mind 3 resource available to work 40hrs/week –
2 Frontend developers from android and iOS each and 1 from backend development
team
o Success matrix
(BRD should not be more than 1500 words)
Summary:

The users are visiting the app/website but visit-to-conversion ratio is low, i.e. most customers are
leaving without buying. This is happening because our customers are unable to find the products they
are looking for, specifically matching their needs for each visits.

Product Buying Guide will help in solving this problem. Our product will analyze the user’s need and
behaviors, and will offer most effective product recommendation curated by renowned makeup experts
from around the country and the globe. Based on user’s prime need, the product would suggest the
most relevant products to the user, which will help in giving an enhanced experience to our users.

The above problem can be tackled by a number of ways, as follows:

1. A simple, single-criteria buying guide, like in Amazon

2. A multi-criteria buying guide using Questionnaires

3. AI-driven chat-bot conversational buying guide

For simplicity and ease of adoption, we will follow the first option. It is the simplest form of buying guide
with pre-curated list of products for each Decision Variables. Each category page will have a banner for
the Product Buying Guide. That page will lead users to Guide page, where there will be multiple decision
criteria, like weather, mood, event type, skin type, occasion, time of the day, pigmentation level of
product etc., for each categories. Under each criteria will have multiple Decision Variables which
matches the buyers requirement.

The guide will educate and empower users to understand the compatible product groups and also
suggest a curated list of recommended product for the particular criteria and variable, for example – If
decision criteria is Skin Tone, then possible decision variables are White, Yellow and Brown, and there
will be separate curated list of product recommendations compatible for each decision variables).