Beauty Brand Meets Usability and Strategy

Skills

UX/UI Design

SWOT & Competitor Analysis

Target Audience

Analytics and Metrics

Empathy Map

User Journey Mapping

Med-Fi Wireframes

Prototyping

Tools

Adobe XD

Adobe Illustrator

Year

2024

Background

The beauty brand Glossier founded by Emily Weiss, is known for having a variety of products such as makeup, skincare, body creams, and miscellaneous items like candles, hoodies, fragrances, etc. Glossier relies heavily on social media and user-generated content for strong credibility, has a unique branding, and fun editorial imagery. The brand is also affordable and is great at building a community with the younger crowd. 

Problem

Aside from the strengths of the company, Glossier also has its weaknesses. The brand needs to explore other options to advertise their products, focus on sustainability, stay up to date with beauty trends and create a better UX/website strategy.

Process

Research

  • Conducted a SWOT and competitor analysis of similar brands to Glossier such as: Saie Beauty and Milk Makeup

  • Identified target audiences, gathered data with an analytic software, compared and contrast: cost, benefits, setbacks, created a user persona, user journey and empathy map

  • Measured 5 KPI’s: conversion rate, time on site, bounce rate, exit page, and customer loyalty

  • Performed keyword research by using a free research tool: Ubersuggest

Design

After discovering the pain points, I built wireframes for the Glossier homepage (header and navigation, shopping cart icon, products for sale, clear call-to-actions) and for an improved shopping cart process (site/social login, purchased item, coupon code entry, call-to-action, and buyer/shipping/confirmation information).

Results

I proposed a new extension product called “The Finishing Mist” which is a makeup setting spray to align with the beauty brand and target audience. The new website/UX design strategy enhances the user experience and functionality by incorporating strong call-to actions, a sufficient navigation, community driven content (reviews), and a seamless checkout process.

Final Wireframe Design