CASE STUDY
Scent Shuffle
A mobile-first gamification concept designed to drive engagement and attract a younger audience to Molton Brown.
Role
"UX Researcher, UI/UX Design: led research synthesis and competitive analysis, supported wire framing
Team size
Team of 4
Duration
2 weeks
Tools
Figma, Adobe Illustrator, Google Forms
Skills
User research, competitive analysis, synthesis, wire framing, high-fidelity prototyping
OPPORTUNITY AREA 01
Gamification Drives Engagement
OPPORTUNITY AREA 02
Generational Repositioning
Peers described the current app as feeling dated; brief called for reaching a younger audience.
Because of peers flagging the existing app as dated, we chose to design Scent Shuffle with its own distinct visual identity rather than extending the current app's UI.
OPPORTUNITY AREA 03
Culturally Diverse Engagement
Peers wanted broader representation; brand felt exclusive.
Because of peers describing the brand as feeling exclusive, we chose to build inclusive visual representation into the game's character and color set from the first sketches, not as a later addition.
PROJECT TAKEAWAYS
01 — With more time, I would move from informal peer feedback to interviews with real target users, especially younger customers who already buy or sample fragrance online.
02 — I would test Scent Shuffle against Scent Crush with actual behavior data instead of relying on team discussion and early preference signals.
03 — I would spend more time separating what makes the game fun from what makes it commercially useful, so the reward loop does not overwhelm the fragrance discovery experience.
FINAL NOTES
This project was shaped by real constraints: a two-week sprint, a team format, and informal validation rather than a full research study. Within those limits, the work demonstrates how I frame a problem, make research limitations visible, translate imperfect evidence into design direction, and keep the final concept grounded in judgment rather than hype.
Our team designed a high‑fidelity Figma prototype for Scent Shuffle, centered around a playful interaction model that rewards users for completing fragrance bottles. Each completed bottle triggers a small incentive, reinforcing progression and delight. We also integrated a global leaderboard to support competitive play, giving users a way to track performance, challenge others, and stay motivated through dynamic ranking updates.
01 / UNDERSTAND
Who is the Target Audience?
After analyzing Molton Brown’s existing user segments, our team gained a clear understanding of the brand’s objective to expand its appeal to a younger, next-generation audience.
Target Audience
Younger adults (18–40)
More economically diverse
New customer acquisition
Curious, first-time users
Current Audience
Average age: 60
50% Household income >$48K
Existing loyal customers
Familiar with the brand
PROJECT TIMELINE
01 / UNDERSTAND
Affinity mapping, themes, and opportunity framing.
02 / ANALYSIS
03 / DESIGN
04 / BUILD
New Design
— Synthesized research into key themes and opportunity gaps that shaped our design principles.
Design
Research
01 / UNDERSTAND
Who is the Target Audience?
After analyzing Molton Brown’s existing user segments, our team gained a clear understanding of the brand’s objective to expand its appeal to a younger, next-generation audience.
Proto-persona placeholder
Add the persona name, behaviors, motivations, and fragrance-discovery pain points once the secondary-research synthesis is finalized.
Label: Motivation
Label: Barrier
Label: Opportunity
Current Audience
50% Household income over 48k
45% male, 55% female demographic
Average age of 60
Competitive Analysis
Target Audience
Seeking younger demographics
Diving into cultures
Expanding on racial demographics
01 Awareness & Attraction
Customer Journey: Molton Brown Scent Shuffle Game
“I love Molton Brown’s scents, this looks fun and luxurious. And I can win rewards.”
Trigger: The customer first encounters the game through a Molton Brown Instagram Reel, TikTok challenge, email newsletter, or in‑store signage.
Key brand touchpoints:
Social media teasers showing scent cards shuffling
Influencer demos
QR codes on product packaging
Email campaigns to loyalty members
Trigger: Customer downloads or opens the mobile-first web app.
“This feels premium, like the brand. I want to explore.”
03
Gameplay: Scent Shuffle
Reward types:
Exclusive discount codes
Free deluxe samples
Early access to new fragrances
Loyalty points for the Molton Brown Rewards Program
Trigger: Customer begins the core game loop.
“This is addictive. And I’m learning about scents I didn’t know.”
04 Rewards & Incentives
Trigger: Customer completes levels or challenges.
“I’m actually earning something valuable. This feels worth playing.”
Gameplay concept: Players organize layered, color coded liquids representing different fragrances into individual lotion bottles.
Experience elements:
Elegant Molton Brown visuals
A short intro animation about British fragrance craftsmanship
Quick tutorial on how to play Scent Shuffle
02 Onboarding & First Impression
02 / ANALYSIS
01 Generational Repositioning
Peers described the current app as feeling dated, echoing the brief's goal of reaching a younger audience.
Design an experience with its own visual identity, not tied to the existing app's look and feel.
02 Culturally Diverse Engagement
Peers described the current app as feeling dated, echoing the brief's goal of reaching a younger audience.
03 Gamification Drives Engagement
Peers responded well to the sorting mechanic, and comparable patterns at Duolingo, Nike Run Club, and Sephora show gamification reliably boosts retention.
04 Community and Social Connection
Peers wanted to share their results and responded positively to a leaderboard concept, similar to patterns at Nike Run Club and Starbucks.
Add a shareable results or leaderboard feature to extend engagement beyond solo play.
PEER FEEDBACK QUOTE
"Some apps just feel too out-dated"
Molton Brown can win where competitors haven't: Gamification that feels as premium as the brand itself.
