Gen Nude Collection

BRAND
BareMinerals

PROJECT
Gen Nude Makeup Experience Page

CROSS-FUNCTIONAL COLLABORATION
Customer Relationship Management
Web Development
Ecommerce Marketing
Copywriting
Photography Production
Global Creative Ops

MY ROLE
Concept
UX/UI Design
Art Direction

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Understanding The Problem

At BareMinerals, each new product launch presented an opportunity to improve on past user experiences. By meeting with the CRM and Ecomm Marketing team I was able to identify & understand problems that needed to be addressed and determine next steps.

PROBLEM

• Videos slowed page load time but research showed that videos increased engagement and drove conversion.
• Pages with makeup product images in the hero section had a high bounce rate.
• Non-white consumers didn’t feel connected to the company’s makeup products and, in turn, didn’t feel connected to the brand.

NEXT STEP

• Begin wireframing solutions that will improve load time without losing engagement.
• Map out the user journey to understand why they are reaching product image fatigue at this stage. What else can we show them to keep them engaged?
• Reach out to the photography production team to see if we can cast more diverse models.

Building The Solution

By using the findings and collaborating closely with cross-functional teams, the issues affecting user experience and conversion rate were able to be addressed with this new page.

• I placed the video at the bottom so it would have more time to load while users interacted with the rest of the page.
• Through A/B testing it was discovered that users were more engaged when they could see the makeup on a model in the hero image.
• Collaborating with the photography production team and recommending that they prioritize casting more diverse models was successful. The diversity in the campaign was well-received among users.

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