Blue Lizard
Addressing Hawaiian Users’ Pain Points for a Reef-Safe Sunscreen
Positioning Blue Lizard as the top “reef-safe” sunscreen in Hawaii, targeting tourists with our Cooked Watch strategy amidst strict regulations protecting marine life.
Project Summary
UX/UI design for sunscreen vending machines and hotel kiosks, along with an Accuweather x Blue Lizard partnership for the brand campaign.
Deliverables
See the full project breakdown below. ⬇️
My Role
Researcher and UX Designer
Rhiannon Newman, Art Director
Bailey Wood, Art Director
Kedi Hickman, Copywriter
Megan Strodel, Strategist
Grace Hyde, Creative Brand Manager
My Team
Google Scholar, Mintel, MRI Simmons, Talkwalker, Roper, & WARC
My Research Tools
My Design Tools
Figma
Blue Lizard was created in Australia, a country which is close to the equator and experiences some of the highest UV indexes in the world. The brand prides itself on being “reef-safe” and acknowledges that its products specifically meets Hawaii’s sunscreen regulations.
The Context
Blue Lizard Website Pages
The Ask
How can we make Blue Lizard a top purchasing consideration in Hawaii?
Insight One ➡️ Hawaii’s Sunscreen Market Feels Unreachable
Hawaii’s sunscreen market is restricted due to its ban on harmful chemicals like oxybenzone and octinoxate, which can damage coral reefs.
Oxybenzone, for example, can kill 50% of coral larvae in under 24 hours at concentrations >0.15 mg.
Studies show high levels of these chemicals in popular tourist areas, like Hanauma Bay, where oxybenzone concentrations reached 27,880 nanograms per liter.
Typically, oxybenzone levels in coastal waters range from 100 parts per billion to 100 parts per trillion.
Around 25% of sunscreen worn by users washes off into coastal waters within 20 minutes, and oxybenzone and octinoxate are found in 70-80% of sunscreens, making Hawaii’s market highly selective.
Insight Two ➡️ Blue Lizard Users Seek Value, Purposeful Advertising, and Practicality
Using MRI Simmons technology, we found that Blue Lizard users are primarily middle to upper-middle class, value purposeful advertising, and seek quality at a fair price, even for premium products.
Over 85% of recent users are aged 18-24, rent their homes, and have a household income between $75K and $150K. While 96% find most ads annoying, 82% see advertising as a useful way to stay informed about products.
When it comes to cars, users generally fall into two groups: those who see vehicles as status symbols and those who prioritize comfort and practicality.
Brand User Demographics
Users' Advertising Perceptions
Users' Behaviors
Additional User Preferences
Insight Three➡️ Many Are Uninformed about Hawaiian Sunscreen Regulations
Many sunscreen users are unaware of strict sunscreen regulations, resulting in limited searches for 'reef-safe' options.
A 2019 survey of California and Florida residents found that sunscreen knowledge averaged 3.14 on a scale of 1-7.
34% were aware of Hawaii's 2018 sunscreen law, and over 56% didn’t know it banned oxybenzone and octinoxate.
Additionally, 70% were unsure if sunscreen containing these chemicals was allowed.
In a 2020 Roper poll of 2007 U.S. users, only 12% searched for 'reef-safe' or 'reef-friendly' sunscreen, with more users looking for 'water resistant' (57%) or 'broad spectrum' (40%) labels. (Note: 'Broad spectrum' sunscreens protect against both UVA and UVB rays.)
Limited Public Awareness of Sunscreen Regulation
Sunscreen Regulation Knowledge is Low
Low Demand for Reef-Safe Products
Demand for Traditional Product Attributes Over Environmental Labels
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Blue Lizard. (n.d.). We love the reef: What is reef-safe sunscreen?Blue Lizard Sunscreen. Retrieved December 3, 2024.
Consumer Reports. Consumer Reports Survey, Question 3. 31118279.00002. SSRS. Cornell University, Ithaca, NY: Roper Center for Public Opinion Research, 2020. Web. Mar-17-2020.
Glanz, K.; Kwong, P.L.; Avelis, J.; Cassel, K. Development of a Survey of Sunscreen Use and Attitudes among Adults in Two Coastal States, 2019. Int. J. Environ. Res. Public Health 2022, 19, 2677. https://doi.org/10.3390/ijerph19052677
Impacts of Sunscreens on Coral Reefs. International Coral Reef Initiative.
MRI-Simmons. (2023). Demographics. [Suntan and Sunscreen Products: Brand/Total Users Used in Last 12 Months_Blue Lizard]. https://mrisimmons.com
MRI-Simmons. (2023). Psychographics: Attitudes Towards Advertising. [Suntan and Sunscreen Products: Brand/Total Users Used in Last 12 Months_Blue Lizard]. https://mrisimmons.com
MRI-Simmons. (2023). Segmentations: Automotive: Attitudes Towards Advertising. [Suntan and Sunscreen Products: Brand/Total Users Used in Last 12 Months_Blue Lizard]. https://mrisimmons.com
Oxybenzone contamination from sunscreen pollution and its ecological threat to Hanauma Bay, Oahu, Hawaii, U.S.A.ScienceDirect.
Sunscreen bans: Coral reefs and skin cancer. Journal of Clinical Pharmacy and Therapeutics, 44, 134-139.
Blue Lizard – Don’t Get Cooked is our campaign strategy designed to engage Hawaii tourists by emphasizing sun protection over environmental concerns while standing out in both concept and utility.
The Cooked Watch segment educates users on proper sunscreen use and the effects of sun exposure, strategically integrating into tourist hotspots to maximize visibility. No matter how visitors travel across Hawaii, this solution encourages them to choose Blue Lizard for reliable sun protection.
Solution
Copy written by Kedi Hickman
Designed by Bailey Wood
Blue Lizard Sunscreen Vending Machines & Accuweather Collaboration
Our campaign's UX/UI ensures seamless access through kiosks placed in airports and hotels, engaging tourists upon arrival and throughout their stay. Users are also encouraged to sign up for the Blue Lizard x Accuweather notifications.
View the slideshows below for Cooked Watch UX/UI and our Blue Lizard x AccuWeather mobile collaboration. ⬇️
Mockup by Rhiannon Newman
Cooked Watch Intro Screen
Cooked Watch Learn Screen One
Cooked Watch Learn Screen Two
Cooked Watch Learn Screen Three
Cooked Watch Shop Screen
Cooked Watch Pay Screen
Cooked Watch Confirmation Screen
Accuweather Notification
Accuweather Screen Two
Accuweather Screen Three
Accuweather Screen Four
Accuweather Screen Five
This campaign was designed around the tourist's journey in Hawaii, from the airport to the hotel to the beach.
By partnering with Accuweather, Blue Lizard gained direct access to users checking the daily weather, while sunscreen vending machines ensured users could purchase Blue Lizard products even when stores were closed.
(For context, the Iwilei Costco in Hawaii, the busiest Costco globally, opens at 10 a.m. during summer, when the sun rises around 5:45 a.m.)
Why This Works
I'm proud of the secondary research I conducted for this project. My insights into Blue Lizard users, Hawaii's sunscreen regulations and visitor experiences played a key role in shaping the UX/UI design.
However, I wish we had focused more on indigenous Hawaiian communities. Many long-time residents have valid concerns about the impact of mainland visitors, including rising housing costs and environmental harm. Given the opportunity, I would like to work on a similar project that prioritizes the perspectives and concerns of the Hawaiian people.
Project Reflection
Check out my other projects below. ⬇️
