Youtuber’s Design Thinking – Malvika Sitlani

In this blog post, I will be talking about the design thinking process of my favorite youtube Malvika Sitlani. Malvika Sitlani is a model, beauty influencer, content creator since 2016 and Chief Executive Officer of Masic Beauty. Watching and going through her many interviews and published articles, I discovered that she was always fond of makeup. After being unsuccessful and unwilling to continue modeling, she found her passion for makeup. Youtube tutorials were a new and fresh concept and it attracted her.

She started her Youtube tutorials by relating to girls of her age group. She began with tutorials if affordable skincare and makeup for college/university-going girls which attracted that demographic audience who related to her and subscribed to her channel. Slowly slowly she started putting out tutorials of makeup looks then after a good, slow and steady response she started vlogging her daily routine, her trips , more QnA’s of audiences who wanted to get to know her more and wanted to personally relate to her. Once she had her audience base setup and who religiously followed her work then she started having QnA’s in her makeup videos. Her audience felt like there was a connect, there was flowing conversation along with flawless looks of her that she guided them through. After getting Nykaa Fashion and Beauty partnerships she further got more brand collaborations. She started making videos and vlogging on high end products and some even international brands. Soon she launched her own brand and company MasicBEAUTY. She has also visited the Cannes Film Festival.

Previously her videos were shot on low quality, phone camera in her bedroom but throughout the years her videos have transitioned into high quality videos shot on professional cameras in a studio with a professional lighting. It made her videos more professional and pleasing to look at. This made her audience more attracted towards her content.

Here is an example of her old content : https://youtu.be/oSQjRCyMi4E

And here’s how it has changed: https://youtu.be/a_XSNTEj2Lg

Over time, the suggestions, tips and quality of her content has made her audience and viewers stay loyal.