SEPHORA · 2025
Redesigning the experience to help customers discover relevant products faster and create a more personalised shopping journey.
The existing experience created friction at several points in the journey. Customers had access to a huge product catalogue, but finding products relevant to their needs wasn't always straightforward.
The opportunity was to simplify discovery while creating a more personalised experience.
Understand behaviour, needs and friction.
Identify the most valuable opportunity.
Explore and prototype potential solutions.
Validate ideas with customers and data.
Measure impact and iterate.
Analysis of behavioural data, customer feedback and usability sessions revealed a consistent pattern.
We redesigned the experience around clearer hierarchy, stronger recommendations and more useful product information.
The proposed experience was tested against the existing control to understand whether the changes created a measurable improvement.
THE RESULT
+18.4%The experiment demonstrated that the new experience reduced friction and helped customers make decisions with greater confidence.
Personalisation works best when it feels useful, not intrusive.
Small changes to hierarchy can have a measurable commercial impact.
Combining qualitative insight with behavioural data creates stronger hypotheses.