Helping Carolina Herrera define and grow their nascent makeup catalog and solidifying their positioning as a premium beauty brand.
For over 2 consecutive years I’ve worked closely with the Carolina Herrera’s team to enhance the user experience and feature offering of their rapidly-growing e-commerce platform.
From AR makeup tutorials, to PLP and Checkout, I’ve been helping to improve the user journey from end to end.
Project Type
E-Commerce
Year
2021 to 2024
My Role
Designer, UX lead
Agency
Feels Like
1.
Clarifying the product offering
Ensuring users understand the range, categories, types and benefits of the makeup products sold by the brand.
2.
Streamlining the purchase process
Optimizing the Bag and Checkout process with a cleaner, shorter and frictionless design and flow.
3.
Simplifying the product customization
Facilitating the access and process of the makeup product customization.
While on the project, I’ve contributed to improving the global experience of the e-commerce on all main stages of the user experience journey.
Inspirational
Designing the hub for AR makeup tutorials, clarifying the product customization flow, designing the integration of the brand’s first live shopping event and various newsletter templates.
Commercial
A huge focus was put on product listing and product pages as these were the pages where we saw the most friction and bounce rate.
Transactional
Iterating and optimizing the cart & the checkout, Adding new payment methods etc, everything users need to finalize their purchase.
Post Purchase
Designing an order tracking and return flows as well as improving the user account pages.
Designing with data
I’ve taken a hands-on role in the research process and participated in user interviews, launched prototype tests and worked with the A/B testing team to identify tests ideas that would help validate our designs.
Built to last
I’ve led the creation and maintenance of a design system in Figma for the project’s ecosystem. A well maintained system can serve as a reference for all current and future contributors working on the project. It’s also a great educational tool to onboard new team members.
