Challenge

An experience that’s clear, easy, and fun

Custom Kit allows shoppers to create a fully custom bundle of complementary cosmetic products at a tremendous value over purchasing individually. As a UX team, our challenge was to make the process as simple and enjoyable as possible. Additionally, we needed to ensure that the customer felt like they were getting something exceptional at a great value.

Our design team had to craft a UI that allowed for the quick addition of products, an easy method to select color shades, the ability to investigate the details of a product, and would enable shoppers to swap or edit selections without leaving the core Custom Kit workflow.

Process

Beauty (bench)marks

Our approach to solving the challenge began with an expert assessment of the prior version of Custom Kit and a detailed review of the competitive landscape. This benchmarking allowed us to identify issues and opportunities design would address. Next, following a collaborative session with our stakeholders, we moved into a design concept round, producing several approaches that we believed were viable solutions. Finally, following discussions and revisions, we landed on a single direction for the development team to integrate.

Solution

Savings that grow with the flow

Our mobile-first approach to the Custom Kit experience allows the customer to select a product from six categories: lips, face, eyes, complexion, skincare + tools, and mascara. Once all the products are selected, they wrap up by choosing a fun makeup bag to organize the new look. The interface allows the customer to see the selected items as they proceed and the cost savings accumulated with each selection. Making things simple and easy and reminding the customer of the value of the offer was critical in the impressive success of the Custom Kit redesign.