Type
Interior . Service
No.
02
Chroma
Breaking away from traditional femininity, Chroma fosters a warm and inclusive ambiance, providing a secure haven for individuals of all backgrounds.
Breaking away from traditional femininity, Chroma fosters a warm and inclusive ambiance, providing a secure haven for individuals of all backgrounds.
Why do we often see only women at nail salons? What can we do to make these spaces more welcoming for everyone?
"Why do we often see only women at nail salons? What can we do to make these spaces more welcoming for everyone?"
"Why do we often see only women at nail salons? What can we do to make these spaces more welcoming for everyone?"
"Why do we often see only women at nail salons? What can we do to make these spaces more welcoming for everyone?"
How could we create a Gender Neutral, Inclusive and Comfortable Retail Experience?
User Journey Study
KEY INSIGHTS / IDEATION BEHAVIOURAL, SOCIAL & CULTURAL INSIGHTS
KEY INSIGHTS / IDEATION BEHAVIOURAL, SOCIAL & CULTURAL INSIGHTS
01
Cultural Expectation
01
Cultural Expectation
Nail salons attract and are more catered to female clientele.
Nail salons attract and are more catered to female clientele.
No social expectation for men to uphold beauty standards for nails.
No social expectation for men to uphold beauty standards for nails.
Feminine environment makes it relatively uncomfortable for men, lose out on potential customers.
Feminine environment makes it relatively uncomfortable for men, lose out on potential customers.
02
A potential bonding activity
02
A potential bonding activity
Awkward environment and configuration.
Awkward environment and configuration.
People seek support, hence hope to bring a friend along.
People seek support, hence hope to bring a friend along.
Boring to wait, difficult to interact.
Boring to wait, difficult to interact.
03
Staff Operations
03
Staff Operations
The level of customer experience is influenced by how the staff operate.
The level of customer experience is influenced by how the staff operate.
Such operation is affected by spatial layout, equipment placement and seating style.
Such operation is affected by spatial layout, equipment placement and seating style.
The existing seating and organization cause discomfort for both staff and customers.
The existing seating and organization cause discomfort for both staff and customers.
HOW MIGHT WE / COULD WE MAKE A DIFFERENCE?
HOW MIGHT WE / COULD WE MAKE A DIFFERENCE?
01
01
How might we make nail salons more gender neutral and inclusive?
How might we make nail salons more gender neutral and inclusive?
02
02
How might we make mani-pedis more of a group activity for customers to enjoy with friends or partners?
How might we make mani-pedis more of a group activity for customers to enjoy with friends or partners?
03
03
How might we improve the comfort of the staff experience?
How might we improve the comfort of the staff experience?
Chroma / A Reimagined Nail Care Experience
Chroma / A Reimagined Nail Care Experience
Colour, Materials and Finishing
Colour, Materials and Finishing
Material Board
Inspired by the atmosphere of bars and pubs, Chroma’s interior features a range of dark woods, metallic finishes and warm lighting to create an ambient and inviting atmosphere.
SWIVEL MECHANISM
Key Touchpoints
SEAMLESS RAIL SYSTEM
Moveable chair for versatile seating configurations
360° rotatable
SWIVEL MECHANISM
Key Touchpoints
SEAMLESS RAIL SYSTEM
Moveable chair for versatile seating configurations
360° rotatable
Group of Three
Group of Three
Group of Two
Group of One
Group of Two
Group of One
FOLD TO STOW AWAY
FOLD TO STOW AWAY
Storage Compartment for Tools
Storage Compartment for Tools
Ergonomic Structure for Posture Support
Key Touchpoints
In-built UV Lights
UV lights are installed in the armrests to eliminate the need for staff to carry additional equipment and enhance user comfort during the drying process.
CONCLUSION / 3 MAIN TOUCHPOINTS
CONCLUSION / 3 MAIN TOUCHPOINTS
01
01
Inclusive seating and configuration that allows for either privacy and comfort or social interaction.
Inclusive seating and configuration that allows for either privacy and comfort or social interaction.
02
02
A unique and interactive catalogue experience that encourages bonding and inclusion for the non-customer while waiting.
A unique and interactive catalogue experience that encourages bonding and inclusion for the non-customer while waiting.
03
03
A streamlined staff working experience that improves efficiency for staff and comfort for customers.
A streamlined staff working experience that improves efficiency for staff and comfort for customers.
Group of Two
Group of One
Digital Catalogue
Digital Catalogue
Users can interact with our digital catalogue on the chair's screen. They can choose their nail colour through a simple selection process and use the chair's camera and rim light to view it with AR technology.
Curious about your friend's session? Connect to the live view to see their progress and respond with emojis, icons, and text for a fun, social experience.
Want to learn more about nails while you wait? Explore the nail care section for enjoyable reading.
Users can interact with our digital catalogue on the chair's screen. They can choose their nail colour through a simple selection process and use the chair's camera and rim light to view it with AR technology.
Curious about your friend's session? Connect to the live view to see their progress and respond with emojis, icons, and text for a fun, social experience.
Want to learn more about nails while you wait? Explore the nail care section for enjoyable reading.
Group of Three
Group of Three