‘

HUMAN WELFARE
&
LEISURE
APPLICATION
BY: ALFIYA.A

RRN: 250151601006
 DESIGN THINKING
Introduction:
SkinDNA is a globally recognized biotechnology
and skincare genetics company based in Australia,
renowned for pioneering personalized skincare
solutions through genetic analysis. Founded in
2008 by Stefan Mazy, SkinDNA revolutionized the
beauty and dermatology industry by introducing a
scientific approach to understanding individual skin
behavior at the genetic level. The company’s
foundation lies in the belief that every person’s skin
is unique — shaped not only by environment and lifestyle but also by their
genetic code. SkinDNA’s mission is to bridge the gap between genomic science
and skincare, helping people make informed decisions about their skin health,
ageing patterns, and treatment compatibility.

SkinDNA’s innovative technology works by analyzing specific genetic markers

known as Single Nucleotide Polymorphisms (SNPs), which influence how the
skin responds to factors such as collagen breakdown, sun exposure, free
radical damage, inflammation, and glycation. The test identifies each
individual’s genetic strengths and weaknesses in five key categories of skin
ageing — firmness and elasticity, wrinkling, sun damage, pigmentation, and
antioxidant protection. Based on the results, a personalized report is
generated, providing tailored recommendations for skincare products,
professional treatments, and lifestyle modifications that align with one’s DNA
profile.

Over the years, SkinDNA has developed one of the largest dermagenetic
databases in the world, containing millions of data points collected from diverse
populations. This allows their algorithms to continuously evolve and deliver
highly accurate insights. Their proprietary systems — including technologies
such as the DG-Theorem™ and Mazy Scale — convert raw genetic data into
meaningful interpretations that are both accessible to consumers and actionable
for dermatologists. The company’s services are now available in over 20
countries, collaborating with clinics, spas, and skincare professionals worldwide
to deliver DNA-based skincare strategies.

SkinDNA’s work extends beyond cosmetic applications; it also contributes to

preventive dermatology, helping to identify predispositions to skin damage or
accelerated ageing before they occur. This predictive approach empowers users
to take early preventive measures, making SkinDNA a leading force in the
emerging field of personalized and precision skincare. By combining science,
technology, and beauty, SkinDNA has set new standards in the global skincare
industry. Their philosophy emphasizes that true skin health begins with
understanding one’s genetic foundation — and that personalized care, guided by
DNA insights, is the future of effective skincare.

PROBLEM

IDENTIFICATION
1. Scientific and Technical Challenges

SkinDNA operates at the intersection of biotechnology, dermatology, and

genetics — a field that demands both scientific accuracy and technological
reliability. One of the major challenges the company faces is maintaining
accuracy and consistency in its DNA testing and interpretation. Since the
human genome is vast and complex, even a small analytical error or
misinterpretation of a Single Nucleotide Polymorphism (SNP) can lead to
inaccurate predictions about skin behavior. Ensuring that their test results
remain valid across different ethnicities, skin types, and environmental
conditions adds another layer of complexity.

Moreover, genetic research is constantly evolving, which means SkinDNA

must regularly update its algorithms, databases, and interpretive models. As new
gene–skin relationships are discovered, older testing models risk becoming
outdated. This creates the ongoing pressure to invest in research, maintain
collaborations with universities and laboratories, and stay aligned with
international genetic standards. Failure to do so could lead to reduced scientific
credibility and customer trust.

Another technical difficulty lies in sample handling and DNA quality. Since
SkinDNA operates globally, saliva or cheek-swab samples are often shipped
across countries. Improper collection, temperature fluctuations, or contamination
can degrade DNA samples, affecting test reliability. The company must therefore
invest in advanced sample preservation technologies and quality control
systems, which significantly increase operational costs.

2. Ethical and Privacy Concerns

One of the most pressing issues for companies involved in genetic testing is
data privacy. SkinDNA collects and stores sensitive genetic information from
customers worldwide. This data, if mishandled or breached, could reveal deeply
personal details about an individual’s health predispositions. As such, the
company must comply with strict data protection laws such as the General
Data Protection Regulation (GDPR) in Europe and similar laws in Australia,
the US, and Asia. Managing compliance across multiple jurisdictions is both
expensive and complex.

Furthermore, some critics argue that consumer DNA testing raises ethical
questions regarding consent and long-term data usage. Customers may not
fully understand how their data will be stored, analyzed, or shared in the future.
SkinDNA has had to invest heavily in building transparent policies and trust-
based marketing to reassure clients that their genetic data is secure and will
never be used for unauthorized research or sold to third parties.

3. Market Competition and Consumer Awareness

While SkinDNA was one of the first companies to introduce genetic-based
skincare, it now faces increasing competition from other biotechnology firms
and cosmetic brands entering the personalized skincare market. Many larger
companies have greater financial resources and brand recognition, allowing
them to market aggressively and offer cheaper testing kits. SkinDNA must
constantly innovate to retain its leadership position and justify its premium
pricing model.

Additionally, consumer awareness about genetic skincare remains

limited. In several regions, customers still rely on traditional skincare routines
and may not fully trust or understand DNA-based recommendations. Educating
the public about the science behind SkinDNA’s tests — and differentiating
genuine genetic analysis from pseudo-scientific marketing — remains an ongoing
challenge. This makes effective branding, education, and public communication
vital for the company’s long-term success.

4. Regulatory and Legal Barriers

Since genetic testing falls under biotechnology, SkinDNA operates under strict
regulatory oversight. Each country has different laws regarding how genetic
tests can be marketed, interpreted, or used in clinical settings. Obtaining
approval from health authorities and ethical boards for each market takes
time, effort, and funding.

Moreover, SkinDNA must ensure that its services are not mistaken for
diagnostic or medical tests, as it focuses primarily on cosmetic and
preventive skincare. Maintaining that distinction is essential to avoid legal
challenges and ensure compliance with medical regulatory agencies. The
company also faces difficulties in patent protection — as many genetic
markers cannot be patented, competitors can replicate similar testing methods,
reducing SkinDNA’s uniqueness in the global market.

5. Financial and Expansion Challenges

As with many biotechnology-based companies, SkinDNA’s operations require
high research and development (R&D) investment, sophisticated
equipment, and skilled professionals. Expanding to new countries involves
adapting to local skincare concerns, customs regulations, shipping logistics, and
distribution partnerships. These expansion costs often limit rapid scaling and
profit margins.

Additionally, global economic fluctuations can influence consumer spending on

luxury or non-essential items like DNA skincare tests. During times of recession
or reduced disposable income, demand for high-end personalized skincare
services tends to decline, creating financial strain for companies like SkinDNA.

In summary, SkinDNA’s journey as a pioneer in dermagenetic technology has

not been without challenges. From ensuring scientific precision and maintaining
data privacy to surviving intense market competition and global regulations, the
company constantly adapts to a rapidly changing environment. Despite these
difficulties, SkinDNA continues to uphold its mission — to bring science and
individuality together, offering people a deeper understanding of their skin
through the lens of genetics. With continued innovation and ethical
responsibility, SkinDNA stands as a powerful example of how modern
biotechnology can redefine the future of skincare.
 THE 5-WHY TOOL
Despite the availability of numerous skincare products, a significant number of

people experience unsatisfactory results. Many users report that creams,

serums, or treatments do not address their specific skin concerns, leading to
wasted effort, money, and sometimes adverse reactions. Understanding the root
causes of this issue is critical for designing more effective, user-centered
skincare solutions.

1. Why do most people have unsatisfactory skincare results?

Because products aren’t designed for their unique genetic skin traits.
Skin is influenced by multiple genetic factors, including collagen density,
melanin production, antioxidant levels, and sensitivity to inflammation
or UV damage. Traditional skincare products are formulated for average skin
types, assuming a “one-size-fits-all” approach. This leads to generic results, and
many consumers fail to see improvements because their unique genetic
predispositions are ignored.

Example: A person with naturally lower collagen production may require peptides
or retinoids, while someone genetically prone to hyperpigmentation may benefit
from antioxidant-rich formulations — but standard products rarely account for
such differences.

2. Why aren’t products personalized to genetics?

Because genetic testing and biotech-based formulation are costly and
complex. Personalized skincare involves analyzing DNA samples (like saliva or
cheek swabs), identifying relevant Single Nucleotide Polymorphisms (SNPs),
and correlating them with skin aging, sensitivity, or pigmentation traits.
Translating these insights into a product formulation requires sophisticated lab
work, clinical validation, and bioinformatics pipelines — processes that are often
beyond the scope of conventional cosmetic brands.

Insight: This step bridges biotechnology and cosmetology, but very few
companies have both the technical expertise and commercial infrastructure to
do it efficiently.

3. Why is the process expensive?

Because high R&D costs and specialized laboratory analysis make it
economically challenging. Developing and validating genetic assays, analyzing
skin-specific SNPs, and formulating tailored ingredients require investment in
advanced equipment, skilled scientists, and regulatory compliance. Scaling these
operations without compromising accuracy is financially demanding.

Example: For each new batch of personalized skincare, companies must ensure
ingredient compatibility with specific genetic profiles, which increases both time
and cost, limiting mass-market availability.

4. Why hasn’t bio-tech been scaled for mass skincare markets?

Because cosmetic brands focus more on marketing appeal than
biotechnology. The skincare industry is dominated by products that promise
immediate aesthetic benefits, emphasizing packaging, fragrance, celebrity
endorsements, and trendiness. Incorporating biotech personalization reduces
profit margins and requires a longer timeline for customer education and testing.
Therefore, most brands prioritize mass-market appeal over science-driven
personalization.

Observation: While biotech has made tremendous advances, its integration into
consumer-facing skincare is slow because market pressures favor short-
term visibility over long-term efficacy.

5. Why does this situation persist?

Because consumers lack awareness about the role of DNA in skincare
response. Most people are unaware that genetics strongly influence how their
skin reacts to products, UV exposure, or aging. Consequently, they continue
experimenting with multiple products without understanding why results are
inconsistent. This lack of awareness reduces demand for personalized skincare,
which in turn discourages brands from investing in biotech solutions.

Insight: Educating consumers about the importance of genetic factors in skin

health could increase adoption of DNA-informed skincare products, creating a
stronger market for biotech solutions.

Root Cause Identified:

The interlinked issues of high biotech costs, limited market
prioritization, and low consumer awareness prevent widespread adoption
 of personalized skincare solutions. Until these factors are addressed, many
people will continue to experience unsatisfactory results with generic skincare
products.

FISHBONE DIAGRAM
To understand the underlying causes behind the low accessibility and
affordability of DNA-personalised skincare, a Fishbone Diagram (Ishikawa
Diagram) was used. This analytical tool helps identify and categorise the
various factors contributing to a central problem by examining possible causes
across multiple dimensions. The goal of this step is to trace the root causes of
the issue systematically, allowing for targeted ideation in later design stages.
The fishbone analysis reveals that multiple interconnected factors—from
consumer unawareness and market priorities to technological, regulatory, and
production barriers—contribute to the limited accessibility and affordability of
DNA-personalised skincare.
A holistic solution would require cross-sector
Bio-tech collaboration, public
Product design
R&D and cost
Products aren’t tailored to unique High investment needed
Genetic testing is complex
genetic skin traits for DNA-based analysis education, and
One-size-fits-all formulations Formulation being too costly
Clinical validation & bio- biotech
info are expensive
integration at
Lack of personalization for Specialized lab analysis Personalized formulations
pigmentation & sensitivity needed for accuracy increase production costs
scale to make
personalised
skincare more
Prioritizes marketing Most people unaware of DNA Lack of localized labs for
appeal over bio-tech DNA-based testing attainable.
influence on skin
Focus on packaging, fragrance Consumers rely on trial- Limited biotech resources
& trend more and-error product use for mass production.
Low incentives to adopt expensive Low demand reduces High dependency on
bio-tech solutions incentive to innovate centralized lab analysis

Market & Business Infrastructure

Consumer awareness
From this analysis, it is evident that the challenge of DNA-personalised
skincare accessibility stems from multiple interlinked causes rather than a
single limitation.
A combination of consumer unawareness, market priorities, technological
constraints, regulatory barriers and other stuff continues to restrict
scalability and affordability.
To overcome these issues, a holistic approach is required — one that merges
biotechnology with data-driven innovation, ensures ethical data
management, and promotes consumer education.
Such integration can pave the way for a more inclusive, affordable, and
scientifically reliable skincare industry in the near future.

POV STATEMENT
Introduction
The Point of View (POV) phase is a crucial element of the Design Thinking
process as it helps convert broad observations into a focused understanding of
the user’s needs. It defines the design challenge through empathy — not merely
identifying what the user says they want, but uncovering why they need it. In
biotechnology-driven product development, especially in the skincare domain,
this step ensures that scientific innovation aligns with human experience and
accessibility.

In the case of DNA-personalised skincare, understanding the user’s emotions,

motivations, and frustrations is essential to bridging the gap between
biotechnology and consumer use. It allows the problem to be framed not just as
a technical challenge, but as a human-centred issue involving self-esteem,
trust in science, and the desire for sustainable results.

User POV
A 22-year-old university student experiences persistent skin
pigmentation and breakouts that fluctuate despite trying various skincare
products. The user spends significant time and money exploring online
recommendations, dermatologist prescriptions, and influencer-promoted
solutions. While temporary improvements occur, the problem always resurfaces
— leading to disappointment,
low confidence, and fatigue
from trial-and-error methods.

The user represents a generation

that values scientific credibility
but is often overwhelmed by
marketing claims that overshadow
genuine research. They seek not
luxury or aesthetic appeal but
proof-based, consistent, and biologically compatible care. The struggle is
not only physical but also psychological — constant comparison, social
insecurity, and confusion about what truly works for their skin type.

The underlying unmet need is clarity and personalization — a skincare

approach that aligns with their unique genetic and biochemical composition,
ensuring lasting results rather than temporary fixes.

POV Statement
Young adults need an affordable, evidence-based skincare solution
designed using their individual DNA profile, because conventional
skincare products overlook the genetic variations that determine skin
response, healing rate, and pigmentation patterns.

This POV highlights that the user’s dissatisfaction is not due to negligence or lack
of effort, but rather the industry’s failure to integrate biotechnology with
consumer accessibility. While advanced genetic tools exist, they remain
limited to research or luxury markets, leaving everyday consumers excluded
from innovations that could genuinely transform their skin health.

EXISTING PROBLEMS IN
DOMAIN
Introduction
The skincare industry has evolved rapidly with technological advances, yet it
continues to face fundamental challenges in addressing the individuality of skin
biology. Despite the growing awareness of biotechnology and genetics, the
market remains dominated by generic formulations that fail to consider the
diverse genetic makeup of consumers. The absence of integration between
biotechnology, consumer education, and ethical frameworks has created
a gap between scientific potential and practical accessibility.
This section outlines the existing problems that currently limit the
development and adoption of DNA-personalised skincare solutions.

1. One-size-fits-all skincare ignoring genetics

Most skincare brands still rely on generalized formulations designed for broad
“skin types” rather than genetic profiles. This approach overlooks variations in
skin cell turnover, collagen formation, and melanin regulation, leading to
inconsistent or ineffective results across individuals.

2. Wasted money and time on ineffective products

Consumers often spend months experimenting with various products that fail to
deliver lasting benefits. The absence of scientifically tailored solutions leads to
frustration, resource wastage, and declining trust in cosmetic claims.

3. Poor awareness of DNA’s role in skin health

Many users remain unaware of how genetics influence skin behavior — from
pigmentation to aging patterns. This knowledge gap prevents them from seeking
scientific or personalized options that could yield better results.

4. Expensive personalised skincare limited to premium users

Although DNA-based skincare technology exists, it remains accessible only to
high-income groups. The high cost of genetic testing, data analysis, and micro-
formulation keeps such innovations out of reach for general consumers.

5. Rising skin sensitivity from synthetic ingredients

Frequent exposure to chemical additives and synthetic preservatives has led to
increased cases of irritation and sensitivity. These short-term cosmetic fixes
often disrupt the natural microbiome of the skin.

6. Privacy concerns with genetic data handling

Personalized skincare solutions rely on DNA data, raising legitimate fears about
misuse, data breaches, or unauthorized sharing. The lack of transparent privacy
policies discourages users from adopting such technologies.

7. Lack of regulatory clarity for biotech cosmetics

Regulatory bodies have not yet established clear standards for products
developed using genetic data. This uncertainty delays product approvals, limits
innovation, and increases consumer hesitation.

8. Marketing bias over scientific evidence

The cosmetic industry heavily prioritizes branding and aesthetic marketing over
credible scientific validation. Products are often endorsed through influencers
rather than peer-reviewed clinical testing, leading to misinformation and
misplaced trust.

9. No collaboration between genetic labs and cosmetic retailers

There is minimal cooperation between biotech researchers and cosmetic
companies. This separation prevents the translation of genetic insights into
practical skincare applications and accessible consumer products.

10. Environmental waste from mass-produced skincare

Generic skincare production results in significant waste — from packaging to
chemical runoff. Unsold or expired products contribute to pollution and highlight
the unsustainable nature of mass-market manufacturing.

Conclusion
The existing issues in the skincare domain reveal an urgent need for a
scientifically driven, ethically managed, and environmentally
responsible approach to product development. Integrating biotechnology,
artificial intelligence, and sustainable design can bridge the gap between
laboratory innovation and consumer experience.
Addressing these problems collectively will pave the way toward affordable,
trustworthy, and DNA-personalised skincare solutions that are both
effective and inclusive.
 INNOVATIVE
PRODUCT VISION
Product Name: SkinDNA® Daily+

1. Home DNA Test Kit:

Each subscription begins with a simple, saliva-based DNA test. The user
collects a sample using a sterile swab, which is analysed in a biotech-
certified lab to decode skin-related genetic markers.

2. AI Skin Gene Report:

The data is interpreted through AI algorithms that generate a
comprehensive skin gene report, outlining strengths, weaknesses, and risk
factors unique to the user’s genetic code.

3. Personalised Biotech Serum:

Based on the genetic report, a custom-formulated serum is created using
bio-fermented actives, such as engineered collagen peptides,
hyaluronic acid from yeast cultures, and probiotic extracts. These
biomolecules ensure cellular compatibility and enhanced absorption,
promoting long-term skin repair rather than temporary effects.

4. Cloud-Based Data Privacy:

All genetic data and formulations are stored on a secure, encrypted
cloud, ensuring ethical handling and complete user control over
personal information — a major improvement over existing DNA-based
companies with vague privacy frameworks.

5. Eco-Refill Packaging:
The product adopts a sustainable circular packaging system, where
users receive eco-friendly refill pods each month, minimising plastic waste
and promoting environmentally responsible consumption.

According to industry reports, the market size was valued at USD 30.63
billion in 2024 and is projected to reach approximately USD 66.37 billion by
2034, expanding at a CAGR of 8.04% from 2025 to 2034. This growth is
driven by increasing consumer demand for personalized and scientifically-
backed skincare solutions.

Conclusion:

SkinDNA® Daily+ represents a paradigm shift in skincare, moving from generic

products to personalized solutions based on individual genetic profiles. By
integrating at-home DNA testing, AI analysis, and bio-fermented actives,
SkinDNA® Daily+ offers a scientifically grounded approach to skincare that
addresses the unique needs of each user. This innovative system not only
promotes healthier skin but also empowers users with knowledge about their
genetic predispositions, leading to more informed and effective skincare choices.

CONCLUSION
The exploration into DNA-personalised skincare highlights the intricate
interplay between consumer needs, technological innovation, market
limitations, and ethical considerations. Through systematic analysis using
tools like the 6-Whys and the Fishbone Diagram, it becomes evident that the
problem of unsatisfactory skincare
results is not merely a matter of
ineffective products, but a complex
systemic issue rooted in the lack of
personalization, scientific integration,
and consumer awareness.

The 6-Whys analysis revealed that

most consumers experience
unsatisfactory results because
conventional skincare does not account
for the genetic uniqueness of their skin.
The process of developing DNA-personalised solutions remains expensive due to
high R&D costs, complex laboratory procedures, and limited scale in the
cosmetic market. Additionally, a heavy focus on marketing rather than
biotechnology, coupled with inadequate consumer education about the role of
DNA in skin health, has perpetuated the status quo. Expanding the analysis to
include a sixth why—infrastructure limitations—underscored that even where
demand exists, lab availability, supply chain constraints, and lack of
integration between biotech and cosmetic industries further restrict
accessibility.

The Fishbone Diagram complemented these findings by categorizing the

contributing factors into consumer, market, technology, regulation,
production, and distribution. It highlighted that beyond awareness, structural
and operational challenges—like high manufacturing costs, limited AI integration,
regulatory uncertainty, and weak retailer collaborations—pose significant
barriers to making DNA-personalised skincare both affordable and widely
available. Environmental concerns from mass-produced generic products also
emerged as a critical yet often overlooked factor, underscoring the need for
sustainability in formulation and packaging.
Building on these insights, the POV Statement framed the problem from the
user’s perspective. A 22-year-old student struggling with pigmentation and acne
embodies a broader demographic of young adults seeking scientifically
validated, effective, and accessible solutions. The POV highlighted that the
gap is not just functional but also emotional; users experience frustration,
wasted resources, and a lack of trust in conventional skincare. This reframing
emphasizes the necessity of aligning biotechnology with human-centered design
principles, empowering users with products that respond to their unique
genetic profiles.

Analysis of existing problems in the domain reinforced the systemic nature

of the issue. Current skincare is largely one-size-fits-all, often ineffective, and
sometimes harmful due to synthetic ingredients. Personalized biotech skincare
remains prohibitively expensive, privacy concerns with genetic data are
insufficiently addressed, regulatory frameworks are unclear, and the industry
prioritizes marketing over evidence. Furthermore, there is minimal collaboration
between genetic labs and cosmetic retailers, limiting the translation of scientific
research into consumer-ready solutions.

Against this backdrop, the SkinDNA® Daily+ product concept emerges as a

targeted response. By integrating home-based DNA testing, AI-driven
genetic analysis, and bio-fermented actives, the product addresses the
core barriers identified in prior analyses. It offers monthly personalized
serums, secure cloud-based storage for sensitive data, and eco-conscious refill
packaging, combining biotechnological precision with consumer
convenience. The scientific rationale for using bio-fermented peptides, yeast-
derived hyaluronic acid, and AI analysis is grounded in current dermatological
and genetic research, ensuring that the solution is both effective and
evidence-based. This approach not only promises improved skin health but
also elevates skincare into a self-care practice rooted in science, promoting
emotional well-being, confidence, and sustainable consumption.

In conclusion, this project demonstrates that solving the challenge of DNA-

personalised skincare requires a holistic, multi-dimensional approach.
Addressing it necessitates innovation at the intersection of biotechnology, AI,
ethics, market strategy, and environmental responsibility. By
systematically analyzing the problem through the 6-Whys, Fishbone Diagram,
POV, and domain challenges, and by proposing a solution like SkinDNA® Daily+,
it becomes clear that personalized skincare is not just a cosmetic luxury,
but a scientifically grounded tool for human welfare. Moving forward,
implementing scalable, ethical, and research-based solutions has the potential to
transform the skincare industry, making it inclusive, effective, and aligned
with both genetic individuality and sustainable practices.

This comprehensive perspective establishes a blueprint for future innovation:

one where science, user empathy, and sustainability converge to redefine
the standard of personal care for generations to come.