Product Design for digital freedom
Product Design
for digital freedom
Product Design
for digital freedom
Makeup Advice: guiding users to the right product
Makeup Advice: guiding users to the right product
Makeup Advice: guiding users to the right product
Responsibilities
Customer Journey
Concept Design
User Research
Interaction Design
Visual Visual
Art Direction
Stakeholders Management
Responsibilities
Customer Journey
Concept Design
User Research
Interaction Design
Visual Visual
Art Direction
Stakeholders Management
COMPANY
Zalando
GOAL
Boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New feature across all platforms in 11 countries
COMPANY
Zalando
GOAL
Boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New feature across all platforms in 11 countries
COMPANY
Zalando
GOAL
Boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New feature across platforms in 11 countries
COMPANY
Zalando
GOAL
Boost conversion
TIMELINE
March-Oct 2021
OUTCOME
New feature across platforms in 11 countries
Responsibilities
Customer Journey
Concept Design
User Research
Interaction Design
Visual Visual
Art Direction
Stakeholders Management
Responsibilities
Customer Journey
Concept Design
User Research
Interaction Design
Visual Visual
Art Direction
Stakeholders Management
Responsibilities
Customer Journey
Concept Design
User Research
Interaction Design
Visual Design
Art Direction
Stakeholders Managment
Zalando is Europe's premier fashion and lifestyle online retailer boasting +35 million active customers. As the pandemic shuttered physical stores, online beauty shopping exploded, prompting Zalando to tap within the myriad challenges in the customer experience. With the opportunity to impact a staggering user base, Zalando launched a comprehensive strategy to become the new “starting point for beauty”.
The beauty advice initiative aimed to empower individuals in finding the perfect makeup products tailored to their needs. Additionally, you can delve into the our approach to de-risk unknown beauty items in this case study
Zalando is Europe's premier fashion and lifestyle online retailer boasting +35 million active customers. As the pandemic shuttered physical stores, online beauty shopping exploded, prompting Zalando to tap within the myriad challenges in the customer experience. With the opportunity to impact a staggering user base, Zalando launched a comprehensive strategy to become the new “starting point for beauty”.
The beauty advice initiative aimed to empower individuals in finding the perfect makeup products tailored to their needs. Additionally, you can delve into the our approach to de-risk unknown beauty items in this case study
Zalando is Europe's premier fashion and lifestyle online retailer boasting +35 million active customers. As the pandemic shuttered physical stores, online beauty shopping exploded, prompting Zalando to tap within the myriad challenges in the customer experience. With the opportunity to impact a staggering user base, Zalando launched a comprehensive strategy to become the new “starting point for beauty”.
The beauty advice initiative aimed to empower individuals in finding the perfect makeup products tailored to their needs. Additionally, you can delve into the our approach to de-risk unknown beauty items in this case study
Decoding
Decoding
the beauty gap
the beauty gap
Beauty customers often feel lost in a sea of choices or unsure of how to assess if a product would meet their needs. Our data revealed that while these shoppers are highly engaged, we were seeing a 48% spike in bounce rates. User research underscored the key role of personalized advice in the decision-making process for beauty purchases, similar to the help one might seek in physical stores.
My goal was to elevate Zalando into a premier beauty destination where customers find what they need. The solution was crafted to meet both buyers' needs and partner brand aspirations, aiming to convert 15-20% of the target audience into beauty product buyers. At this point, the million dollar question was: How might we empower shoppers to navigate the overwhelming and impersonal beauty market?
Beauty customers often feel lost in a sea of choices or unsure of how to assess if a product would meet their needs. Our data revealed that while these shoppers are highly engaged, we were seeing a 48% spike in bounce rates. User research underscored the key role of personalized advice in the decision-making process for beauty purchases, similar to the help one might seek in physical stores.
My goal was to elevate Zalando into a premier beauty destination where customers find what they need. The solution was crafted to meet both buyers' needs and partner brand aspirations, aiming to convert 15-20% of the target audience into beauty product buyers. At this point, the million dollar question was: How might we empower shoppers to navigate the overwhelming and impersonal beauty market?
Beauty customers often feel lost in a sea of choices or unsure of how to assess if a product would meet their needs. Our data revealed that while these shoppers are highly engaged, we were seeing a concerning 48% spike in bounce rates. User research underscored the key role of personalized advice in the decision-making process for beauty purchases, similar to the help one might seek in physical stores.
Decoding
the beauty gap
My goal was to elevate Zalando into a premier beauty destination where customers find what they need. The solution was crafted to meet both customer needs and partner brand aspirations, aiming to convert 15-20% of the target audience into beauty product purchasers. At this point, the million dollar question was: How might we empower shoppers to navigate the overwhelming and impersonal beauty market?
Explorations of different avenues to address the lack of beauty advice when shopping online. We used these ideas not only to gather user feedback, but also to spark conversion that confirmed multiple hypotheses.
Sacrificial Concepts
Explorations of different avenues to address the lack of beauty advice when shopping online. We used these ideas not only to gather user feedback, but also to spark conversion that confirmed multiple hypotheses.
Sacrificial Concepts
Crafting
tailored tips
Crafting
tailored tips
In-depth interviews with a diverse group of beauty customers made clear that among the potential solutions we presented to them, the personal advice based on a “contextual dialogue” between customers and beauty experts emerged as the most promising solution.
In-depth interviews with a diverse group of beauty customers made clear that among the potential solutions we presented to them, the personal advice based on a “contextual dialogue” between customers and beauty experts emerged as the most promising solution.
Crafting
tailored tips
tailored tips
In-depth interviews with a diverse group of beauty customers made clear that among the different potential solutions we presented to them, the personal advice based on a “contextual dialogue” between customers and beauty experts emerged as the most promising solution.
From user interviews, we learned what the advice should look like to be helpful. By distilling those insights, I created a set of design principles to guide the team’s decisions through the project.
Design Principles
From user interviews, we learned what the advice should look like to be helpful. By distilling those insights, I created a set of design principles to guide the team’s decisions through the project.
Design Principles
A close look to
A close look to
the experience
the experience
A close look to
the experience
Having access to customers information was crucial to deliver personalized recommendations. The design approach required active customer engagement through completing a mini quiz. This involved answering questions about their product preferences, personal characteristics, and any additional details related to the product category they sought advice on (e.g., makeup application tools, past product issues).
User feedback helped me decide for visual options in the answers whenever feasible to accommodate customers of all expertise levels. Limiting the number of questions to the bare minimum to gather the essential info for relevant advice was key to reduce bound rates.
Having access to customers information was crucial to deliver personalized recommendations. The design approach required active customer engagement through completing a mini quiz. This involved answering questions about their product preferences, personal characteristics, and any additional details related to the product category they sought advice on (e.g., makeup application tools, past product issues).
User feedback helped me decide for visual options in the answers whenever feasible to accommodate customers of all expertise levels. Limiting the number of questions to the bare minimum to gather the essential info for relevant advice was key to reduce bound rates.
Having access to customers information was crucial to deliver personalized recommendations. The design approach required active customer engagement through completing a mini quiz. This involved answering questions about their product preferences, personal characteristics, and any additional details related to the product category they sought advice on (e.g., makeup application tools, past product issues).
User feedback helped me decide for visual options in the answers whenever feasible to accommodate customers of all expertise levels. Limiting the number of questions to the bare minimum to gather the essential info for relevant advice was key to reduce bound rates.
Scalable advice
Scalable advice components
components
Scalable advice
components
To support beauty customers in discovering the right product, we integrated snackable, interactive and personalized advice to increase engagement rates.
This advice was delivered through a new page, divided into two categories. Firstly, a curated selection of products aligned with the user's preferences, along with complementary items to enhance their purchase experience. These recommended products were prominently displayed at the top of the results page, ensuring both efficiency and convenience in the browsing process. Secondly, short tips from beauty experts that customers could remember and implement anytime.
While the future plan was to scatter the advice across different premises, our MVP limited its availability to being an outcome after completing the quiz. I designed the advice components with future scalability in mind, making them easy to incorporate flexibly across the customer journey.
To support beauty customers in discovering the right product, we integrated snackable, interactive and personalized advice to increase engagement rates.
This advice was delivered through a new page, divided into two categories. Firstly, a curated selection of products aligned with the user's preferences, along with complementary items to enhance their purchase experience. These recommended products were prominently displayed at the top of the results page, ensuring both efficiency and convenience in the browsing process. Secondly, short tips from beauty experts that customers could remember and implement anytime.
While the future plan was to scatter the advice across different premises, our MVP limited its availability to being an outcome after completing the quiz. I designed the advice components with future scalability in mind, making them easy to incorporate flexibly across the customer journey.
To support beauty customers in discovering the right product, we integrated snackable, interactive and personalized advice to increase engagement rates.
This advice was delivered through a new page, divided into two categories. Firstly, a curated selection of products aligned with the user's preferences, along with complementary items to enhance their purchase experience. These recommended products were prominently displayed at the top of the results page, ensuring both efficiency and convenience in the browsing process. Secondly, short tips from beauty experts that customers could remember and implement anytime.
While the future plan was to scatter the advice across different premises, the MRP (Minimum Relevant Product), Zalando's version of MVP, limited its availability to being an outcome after completing the quiz. I designed the advice components with future scalability in mind, making them easy to incorporate flexibly across the customer journey.
Multiple
Multiple
entry points
entry points
Multiple
entry points
As users search or browse, they encounter contextual prompts integrated into various touch points. Since this was a new feature with a distinct purpose within the Zalando ecosystem, the visual direction had to stand out from the existing cards and showstoppers found on the homepage and product catalogs.
For the initial version, we focused on the eyeshadows category, a top-selling product with a wide range of options, and placed the prompts within the relevant catalog.
As users search or browse, they encounter contextual prompts integrated into various touch points. Since this was a new feature with a distinct purpose within the Zalando ecosystem, the visual direction had to stand out from the existing cards and showstoppers found on the homepage and product catalogs.
For the initial version, we focused on the eyeshadows category, a top-selling product with a wide range of options, and placed the prompts within the relevant catalog.
As users search or browse, they encounter contextual prompts integrated into various touch points. Since this was a new feature with a distinct purpose within the Zalando ecosystem, the visual direction had to stand out from the existing cards and showstoppers found on the homepage and product catalogs.
For the initial version, we focused on the eyeshadows category, a top-selling product with a wide range of options, and placed the prompts within the relevant catalog.
An intricate
An intricate
integration
integration
An intricate
integration
As part of the broader initiative to elevate beauty shopping, we aimed to incorporate users’ responses into a new beauty profile improving future recommendations and avoiding redundant questioning. However, ensuring compliance with legal requirements for storing personal data, such as eye color or skin tone, posed a significant obstacle that could delay the launch.
On the other hand, we considered integrating personalized recommendations in the PDP (Product Detail Page), to increase customer reassurance. Unfortunately, due to inter-team dependencies and conflicting priorities, implementation wasn’t feasible, which could have significantly enriched the advice experience.
As part of the broader initiative to elevate beauty shopping, we aimed to incorporate users’ responses into a new beauty profile improving future recommendations and avoiding redundant questioning. However, ensuring compliance with legal requirements for storing personal data, such as eye color or skin tone, posed a significant obstacle that could delay the launch.
On the other hand, we considered integrating personalized recommendations in the PDP (Product Detail Page), to increase customer reassurance. Unfortunately, due to inter-team dependencies and conflicting priorities, implementation wasn’t feasible, which could have significantly enriched the advice experience.
As part of the broader initiative to elevate beauty shopping, we aimed to incorporate users’ responses into a new beauty profile improving future recommendations and avoiding redundant questioning. However, ensuring compliance with legal requirements for storing personal data, such as eye color or skin tone, posed a significant obstacle that could delay the launch.
On the other hand, we considered integrating personalized recommendations in the PDP (Product Detail Page), to increase customer reassurance. Unfortunately, due to inter-team dependencies and conflicting priorities, implementation wasn’t feasible, which could have significantly enriched the advice experience.
A seamless
A seamless
launch
launch
A seamless
launch
Although my direct involvement ended with the internal technical testing phase, I am thrilled to announce the project's successful launch across all platforms and in all 11 countries within Zalando's beauty market. More than two years later, the feature remains robust, seamlessly integrated across all Zalando platforms.
Although my direct involvement ended with the internal technical testing phase, I am thrilled to announce the project's successful launch across all platforms and in all 11 countries within Zalando's beauty market. More than two years later, the feature remains robust, seamlessly integrated across all Zalando platforms.
Although my direct involvement ended with the internal technical testing phase, I am thrilled to announce the project's successful launch across all platforms and in all 11 countries within Zalando's beauty market. More than two years later, the feature remains robust, seamlessly integrated across all Zalando platforms.
