The Goal
Sephora SEA had a big vision: introduce a new Clean Beauty category that made it ridiculously easy for users to shop for health-conscious beauty products. But there was a catch. We didn’t have time to build a separate Clean category from scratch, so we had to get creative. The solution? Add "Clean" to the navigation menu and apply a filter on existing category pages.
The Goal
Sephora SEA had a big vision: introduce a new Clean Beauty category that made it ridiculously easy for users to shop for health-conscious beauty products. But there was a catch. We didn’t have time to build a separate Clean category from scratch, so we had to get creative. The solution? Add "Clean" to the navigation menu and apply a filter on existing category pages.
The Goal
Sephora SEA had a big vision: introduce a new Clean Beauty category that made it ridiculously easy for users to shop for health-conscious beauty products. But there was a catch. We didn’t have time to build a separate Clean category from scratch, so we had to get creative. The solution? Add "Clean" to the navigation menu and apply a filter on existing category pages.
The Goal
Sephora SEA had a big vision: introduce a new Clean Beauty category that made it ridiculously easy for users to shop for health-conscious beauty products. But there was a catch. We didn’t have time to build a separate Clean category from scratch, so we had to get creative. The solution? Add "Clean" to the navigation menu and apply a filter on existing category pages.
Initial Flow:
Initial Flow:
Initial Flow:
Initial Flow:
Clean Category → Clean Makeup Subcategory → Makeup Category with “Clean” filter applied.
Clean Category → Clean Makeup Subcategory → Makeup Category with “Clean” filter applied.
Clean Category → Clean Makeup Subcategory → Makeup Category with “Clean” filter applied.
Clean Category → Clean Makeup Subcategory → Makeup Category with “Clean” filter applied.
But hold up, was this even how users wanted to shop? Before rolling with this plan, I needed to make sure it actually made sense for them. So, I did what any smart UX designer would do: research, test, and refine.
But hold up, was this even how users wanted to shop? Before rolling with this plan, I needed to make sure it actually made sense for them. So, I did what any smart UX designer would do: research, test, and refine.
But hold up, was this even how users wanted to shop? Before rolling with this plan, I needed to make sure it actually made sense for them. So, I did what any smart UX designer would do: research, test, and refine.
But hold up, was this even how users wanted to shop? Before rolling with this plan, I needed to make sure it actually made sense for them. So, I did what any smart UX designer would do: research, test, and refine.
My Role
My responsibilities included:
My Role
My responsibilities included:
My Role
My responsibilities included:
My Role
My responsibilities included:
Defining UX strategy
Defining UX strategy
Defining UX strategy
Defining UX strategy
Conducting competitive analysis & tree tests
Conducting competitive analysis & tree tests
Conducting competitive analysis & tree tests
Conducting competitive analysis & tree tests
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Designing wireframes, prototypes, and user flows for web and app
Managing scope & timelines
Managing scope & timelines
Managing scope & timelines
Managing scope & timelines
Research Time: Competitive Analysis
Before making any major moves, I scoped out how 10 other beauty retailers structured their Clean Beauty categories. Here’s what stood out:
Research Time: Competitive Analysis
Before making any major moves, I scoped out how 10 other beauty retailers structured their Clean Beauty categories. Here’s what stood out:
Research Time: Competitive Analysis
Before making any major moves, I scoped out how 10 other beauty retailers structured their Clean Beauty categories. Here’s what stood out:
Research Time: Competitive Analysis
Before making any major moves, I scoped out how 10 other beauty retailers structured their Clean Beauty categories. Here’s what stood out:
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Some competitors didn’t have a standalone Clean Beauty section.
2.
Some retailers gave Clean Beauty its own dedicated section.
1.
Some competitors didn’t have a standalone Clean Beauty section.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
1.
This approach suggested that users might also want a single go-to place for all things Clean.
1.
Instead, they placed it under existing categories like skincare and makeup. That told us users might naturally look for Clean products within those main sections.
User Testing: The Tree Test
We ran two tree tests to figure out how users expected to find Clean products. One group knew about Sephora’s Clean Beauty campaign, and the other didn’t. Both groups tackled these three tasks:
User Testing: The Tree Test
We ran two tree tests to figure out how users expected to find Clean products. One group knew about Sephora’s Clean Beauty campaign, and the other didn’t. Both groups tackled these three tasks:
User Testing: The Tree Test
We ran two tree tests to figure out how users expected to find Clean products. One group knew about Sephora’s Clean Beauty campaign, and the other didn’t. Both groups tackled these three tasks:
User Testing: The Tree Test
We ran two tree tests to figure out how users expected to find Clean products. One group knew about Sephora’s Clean Beauty campaign, and the other didn’t. Both groups tackled these three tasks:
Find Clean makeup products
Find Clean makeup products
Find Clean makeup products
Find Clean makeup products
Find Clean brands
Find Clean brands
Find Clean brands
Find Clean brands
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
Find out more about Sephora’s Clean campaign
For the second group, we avoided using the word "Clean" directly, instead framing it as “paraben-free” or “sensitive-skin friendly” to mimic real-life discovery.
For the second group, we avoided using the word "Clean" directly, instead framing it as “paraben-free” or “sensitive-skin friendly” to mimic real-life discovery.
For the second group, we avoided using the word "Clean" directly, instead framing it as “paraben-free” or “sensitive-skin friendly” to mimic real-life discovery.
For the second group, we avoided using the word "Clean" directly, instead framing it as “paraben-free” or “sensitive-skin friendly” to mimic real-life discovery.
The Aha Moment: Insights from the Research
The results were clear: most users expected Clean Beauty to have its own dedicated category (like in Observation #2). But there was also a decent chunk of users who preferred finding Clean products through main category pages (Observation #1).
The Aha Moment: Insights from the Research
The results were clear: most users expected Clean Beauty to have its own dedicated category (like in Observation #2). But there was also a decent chunk of users who preferred finding Clean products through main category pages (Observation #1).
The Aha Moment: Insights from the Research
The results were clear: most users expected Clean Beauty to have its own dedicated category (like in Observation #2). But there was also a decent chunk of users who preferred finding Clean products through main category pages (Observation #1).
The Aha Moment: Insights from the Research
The results were clear: most users expected Clean Beauty to have its own dedicated category (like in Observation #2). But there was also a decent chunk of users who preferred finding Clean products through main category pages (Observation #1).
UX Solution: Building the Best User Flow
With the research in hand, I mapped out four potential user flows. The winning pick? Flow 1A, a dedicated Clean Beauty category as it matched how most users wanted to shop.
UX Solution: Building the Best User Flow
With the research in hand, I mapped out four potential user flows. The winning pick? Flow 1A, a dedicated Clean Beauty category as it matched how most users wanted to shop.
UX Solution: Building the Best User Flow
With the research in hand, I mapped out four potential user flows. The winning pick? Flow 1A, a dedicated Clean Beauty category as it matched how most users wanted to shop.
UX Solution: Building the Best User Flow
With the research in hand, I mapped out four potential user flows. The winning pick? Flow 1A, a dedicated Clean Beauty category as it matched how most users wanted to shop.
The Execution: Making It Happen
Once we got the green light, I worked closely with developers and stakeholders to make sure this rolled out smoothly. That meant:
The Execution: Making It Happen
Once we got the green light, I worked closely with developers and stakeholders to make sure this rolled out smoothly. That meant:
The Execution: Making It Happen
Once we got the green light, I worked closely with developers and stakeholders to make sure this rolled out smoothly. That meant:
The Execution: Making It Happen
Once we got the green light, I worked closely with developers and stakeholders to make sure this rolled out smoothly. That meant:
Aligning on scope and timeline
Aligning on scope and timeline
Aligning on scope and timeline
Aligning on scope and timeline
Iterating on wireframes and prototypes
Iterating on wireframes and prototypes
Iterating on wireframes and prototypes
Iterating on wireframes and prototypes
Fine-tuning the experience based on feedback
Fine-tuning the experience based on feedback
Fine-tuning the experience based on feedback
Fine-tuning the experience based on feedback
The Impact: Did It Work? (Spoiler: Yep)
52% increase in Clean product sales and massive uptick in Clean product page views across web & app.
The Impact: Did It Work? (Spoiler: Yep)
52% increase in Clean product sales and massive uptick in Clean product page views across web & app.
The Impact: Did It Work? (Spoiler: Yep)
52% increase in Clean product sales and massive uptick in Clean product page views across web & app.
The Impact: Did It Work? (Spoiler: Yep)
52% increase in Clean product sales and massive uptick in Clean product page views across web & app.
By taking a research-backed, user-first approach, we turned promo code frustration into a smooth, intuitive flow that helped users get the discounts they wanted without the hassle. A win-win for both shoppers and Sephora SEA.
By taking a research-backed, user-first approach, we turned promo code frustration into a smooth, intuitive flow that helped users get the discounts they wanted without the hassle. A win-win for both shoppers and Sephora SEA.
By taking a research-backed, user-first approach, we turned promo code frustration into a smooth, intuitive flow that helped users get the discounts they wanted without the hassle. A win-win for both shoppers and Sephora SEA.
By taking a research-backed, user-first approach, we turned promo code frustration into a smooth, intuitive flow that helped users get the discounts they wanted without the hassle. A win-win for both shoppers and Sephora SEA.
This project was a perfect example of why UX research is a game-changer. What started as a quick workaround turned into a fully optimized experience that resonated with users because we took the time to validate before executing.
This project was a perfect example of why UX research is a game-changer. What started as a quick workaround turned into a fully optimized experience that resonated with users because we took the time to validate before executing.
This project was a perfect example of why UX research is a game-changer. What started as a quick workaround turned into a fully optimized experience that resonated with users because we took the time to validate before executing.
This project was a perfect example of why UX research is a game-changer. What started as a quick workaround turned into a fully optimized experience that resonated with users because we took the time to validate before executing.
Big win for the Sephora team, big win for Clean Beauty lovers, and big win for proving that UX strategy is more than just pretty screens. It’s about making smart, user-first decisions that drive real results.
Big win for the Sephora team, big win for Clean Beauty lovers, and big win for proving that UX strategy is more than just pretty screens. It’s about making smart, user-first decisions that drive real results.
Big win for the Sephora team, big win for Clean Beauty lovers, and big win for proving that UX strategy is more than just pretty screens. It’s about making smart, user-first decisions that drive real results.
Big win for the Sephora team, big win for Clean Beauty lovers, and big win for proving that UX strategy is more than just pretty screens. It’s about making smart, user-first decisions that drive real results.