Evolve
An AI-powered platform to aid Evolve's 800,000 Consultants in building carts for their clients to buy beauty products.
Domain
Direct Selling (B2C) — Personal Care
YEAR
2024
STATUS
Design handed-off to development
UNDERTAKEN AT
Mindstix Software Labs
Overview
Evolve is a multinational corporation in the direct sales industry of Latin America. Among its well-known brands are Luxe, Glow, and Zen. Each brand typically caters to different market segments, offering a diverse range of products that include cosmetics, skincare, fragrances, and accessories. They use the D2C model, where beauty consultants act as independent distributors, allowing them to earn through sales.
At the core of Evolve’s missions lies a deep commitment to the empowerment of women and their development.
the trigger
Evolve wanted to move from a make-do Android platform to a resourceful AI-powered tool to elevate their Beauty Consultant's performance, earnings, and while cementing Evolve's position as a leader in women’s empowerment, and entrepreneurship.
Persona
Who are 'Beauty Consultants'?
'Beauty Consultants' are independent distributors who promote and sell Evolve's products.
These consultants earn commissions, bonuses, and win gifts based on their sales volume.
They often work on a flexible schedule to sell products and earn through participation in multiple campaigns throughout the year. Each campaign has different ongoing offers or promotions.
Their role includes promoting offers and building strong, lasting, client relationships.
FEATURE 1/4
Integrated AI✧ into note keeping.
Beauty consultants mostly used handwritten notes or basic digital records, frequently leading to lost information, missed details, or forgotten client preferences.
By integrating AI into note-keeping, beauty consultants could track conversations, identify the right products and offers in the specific campaign, and maintain comprehensive client histories.
This feature's key driver was basket building.
Note taking visual, scribing the conversation, with options to pause, play or end the note.
An ended note lets users to add additional notes that might happen post recording, and then analyse the note with AI.
Completed AI analysis, includes summary of the conversation, list view of products to order, note script, and a button to add all.
FEATURE 2/4
Revolutionizing consultant CRM by providing a single pane of glass.
Alongside AI-powered note-keeping, we designed a client management experience. The goal was to help consultants easily capture and update client information.
On top of that, we integrated AI-driven insights that analyze order history and notes, enabling consultants to identify the right strategies for upselling and cross-selling.
This feature's key driver was maximizing earning potential and client nurturing.
List view of clients with search, filter pills, and CTAs to initiate WhatsApp conversations.
AI-powered client insights section view, showing actionable summary and preferences.
View of orders, including active and historical orders with statuses of delivery and payment.
FEATURE 3/4
Redefining the journey to becoming a beauty expert.
We focused on creating a personalized learning journey using for consultants, to reinforce their skills, spark curiosity, and encourage them be more hands-on through course track.
By offering flexible, engaging modules with clear milestones and growth paths, consultants are empowered not just to improve, but to master the craft of being a beauty expert.
This feature's key driver was recruitment, onboarding and becoming a beauty expert.
Course videos, organized by skill levels called "leagues." Each league contains 10-15 videos that progressively builds skill.
A course video plays in sections, each with a quick summary. Users can pause, play, or skip between sections while watching.
At the end of each course video, there's a multi-option quiz that acts as a checkpoint, solving it unlocks the next video.
FEATURE 4/4
Integrating WhatsApp to notify consultants on the latests offers.
Integration of WhatsApp notifications with machine learning algorithms that analyze in-app user behavior to predict optimal moments for personalized offer delivery, ensuring notifications feel helpful rather than intrusive.
We delivered meaningful customer service by providing real-time offers that align with consultant's client needs and preferences through the WhatsApp channel.
This feature's key driver was maximizing earning potential.
process & trade offs
The E2E process in defining Evolve's experience
This shows the process that allowed me to turn research into design outcomes, from product immersion, personas, and journey mapping to defining MVP features.
I explored interventions across the sales consultant's lifecycle with AI, gamification, WhatsApp access and omni-channel touchpoints, which allowed us to deliver a modernized experience and brand uplift that strengthened engagement and women’s empowerment.
Learnings
Key takeaways.
One of the most exciting aspects of our project was brainstorming innovative ideas and developing disruptive concepts for Evolve's executives. Through our ideation process, we explored future possibilities, expanding the functionality of their application to better support Beauty Consultants.
Additionally, we crafted an impactful awareness strategy to elevate Evolve's brand visibility, emphasizing their commitment to women's empowerment, entrepreneurship. Regular feedback was key in keeping us aligned, ensuring the final product was not only innovative but also closely aligned with the needs of both the Consultants and the brand’s vision.