OUR PROJECTS
OUR CHISLEHURST PROJECT
BROMLEY
CULT BEAUTY
BEAUTY PREFERENCES
​PROJECT OVERVIEW​
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Cult Beauty wanted to learn more about their customers' preferences and be able to offer them a more personalised experience so I was tasked with re-designing the Beauty Preferences within the Account section. Cult Beauty was a small business at this point and I lead the project with mainly Product Owners and Business Analysts and without a dedicated research team. I carried out desk research and stakeholder workshops to ensure I had the requirements for this tool nailed down and I designed two different options for how it could work - a "lite" version and a more complex version.
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MY ROLE ​
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I was the lead UX Designer on this project, but I also carried out my own research.
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THE PROBLEM​
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Customers were not receiving a very personalised experience throughout their shopping journey on the Cult Beauty website and this was frustrating to them as they compared to the likes of Feel Unique, Birchbox and My Beauty Matches. They felt that the few questions they were asked within the account section were too generic and not tailored enough to them.
The business wasn't able to gain any useful insights into their customers' preferences, which meant they were unable to do some of the things they wanted like sending targeted offers, suggesting skin routines and featuring brands in emails or educating the customer about Cult Beauty's core brand values.
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Existing research showed that customers found this page uninspiring and asked only simple generic questions.
GOALS​
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The business goals were to build brand awareness and promote their core values, whilst building confidence and ensuring Cult beauty customers valued them and came back again and again for a personalised experience. The business also wanted to empower its internal Customer Services team to offer personalised advice to customers by giving them full visibility of the users' preferences and concernts so they could build relationships and create brand loyalty. ​
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The customer goals were to feel that Cult Beauty knew about them and understood what it was they wanted. They wanted a personalised online experiences based on their preferences as this would help them in their shopping choices and ensure they felt valued.
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DESIGN PROCESS​
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A certain amount of research had already been completed before I joined, and there wasn't a huge budget for pre research or any user testing, so I got stuck in by doing my own desk research and competitor analysis initially. I then ran a workshop with various stakeholders, including the CEO, members of the product team and colleagues from customer service, to better understand the problems, the requirements and the goals.
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I then designed an "ideal" flow based on these requirements and any technical limitations I was made aware of. I presented these back to stakeholders and worked through with the development teams, but ultimately it was decided to go ahead with a second "lite" version that i created.
"Ideal" Version - The initial wireframe showed more of a step by step flow, with a % complete section at the top so the customer could come back and finish at a later stage. Questions were more personalised and visual elements could have been brought in to break the questions up and make them more inspiring.
Lite Version - The lite version was more complex than the original but simpler than the ideal version, with a different layout and some extra questions.
RESULTS​
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The step by step version was preferred by everyone in the team and across the different disciplines, however ultimately the development team could only implement the "lite" version at that stage.