BarePro Foundation

Brand
BareMinerals

Project
BarePro Foundation Experience Page

Cross-functional Collaboration
Customer Relationship Management
Web Development
Ecommerce Marketing
Copywriting
Makeup Product Development
Global Creative Ops

My Role
Concept
UX/UI Design
Art Direction

Understanding The Problem

Recruiting new users to a foundation they have never used before was the main challenge for this project. Consumers have a close, loyal relationship with their foundations. After meeting with the cross-functional teams I identified these problems and next steps.

PROBLEM

The product design needs to build user trust in the accuracy of BareMinerals shade matching.
The original BareMinerals foundation pages were not perfoming well. They had a high bounce rate and the Ecommerce team feared that this was normal for foundation.
In focus groups, users indicated that shopping for a new foundation is difficult. Clicking through shades one at a time did not provide enough information to lead to a purchase.

NEXT STEP

Ask Copywriting team for language that communicates expertise. Wireframe ways this can be shown visually.
Brainstorm ways to make foundation shopping more interactive and engaging. Reach out to the Makeup Product Development team to understand users’ foundation needs.
Clicking swatches is necessary to get users to add the item to the cart. Identify a way to make this process more informative and streamlined.

Building The Solution

By collaborating closely with cross-functional teams, I was able to address issues and create a new foundation experience for our users to shop the BarePro launch.

The range of shades exceeded the average competitor. By placing emphasis on this in the heirarchy of information, it would be clear to the user that they can find their match with BareMinerals.
The cross-functional teams provided knowledge that the differences between the liquid and powder finish were of high importance to users. I used a toggle to help users quickly be able to compare the two.
Grouping shades by range allowed users to shop and compare many tones within their zone and narrow their focus to only the 4-5 shades that would work for them.