The Goal
Sephora SEA had a big vision to 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 to 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 to 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 to 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 the UX strategy.
Defining the UX strategy.
Defining the UX strategy.
Defining the 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 both web and app.
Designing wireframes, prototypes and user flows for both web and app.
Designing wireframes, prototypes and user flows for both web and app.
Designing wireframes, prototypes and user flows for both 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.
2.
Some retailers gave Clean Beauty its own dedicated section.
2.
Some retailers gave Clean Beauty its own dedicated section.
2.
Some retailers gave Clean Beauty its own dedicated section.
2.
Some retailers gave Clean Beauty its own dedicated section.
1.
This approach suggested that users might also want a single go-to place for all things Clean.
1.
This approach suggested that users might also want a single go-to place for all things Clean.
1.
This approach suggested that users might also want a single go-to place for all things Clean.
1.
This approach suggested that users might also want a single go-to place for all things Clean.
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 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 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 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 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
52% increase in Clean product sales and massive uptick in Clean product page views across web(24.5%) & app(44%).
The Impact
52% increase in Clean product sales and massive uptick in Clean product page views across web(24.5%) & app(44%).
The Impact
52% increase in Clean product sales and massive uptick in Clean product page views across web(24.5%) & app(44%).
The Impact
52% increase in Clean product sales and massive uptick in Clean product page views across web(24.5%) & app(44%).
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.
Need help with ensuring that your design is backed by good user research? Let's chat!
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Need help with ensuring that your design is backed by good user research? Let's chat!
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Need help with ensuring that your design is backed by good user research? Let's chat!
GET IN TOUCH
Need help with ensuring that your design is backed by good user research? Let's chat!
GET IN TOUCH
