UX Case-study
Redesign
Digital Shop Experience
Below are some of the new concept/ideas and existing redesign ideations we did before we move to the high-fidelity designs for the MVP release.
Ideations
User Interface
Below are some of the screens that we worked on. The designs are launched and live now for the customers. The link to the web application is ulta.com. The mobile app usage is limited within India as Ulta beauty currently have prominent presence only in united states.
Web Application
Mobile Application
Client & Leadership testimonial
Thank You
Success Story of Ulta-IBM partnership
Key metrics observed post launch
Unified experience for guests across features, across channel – web, mobile
Enhanced user experience in the app navigation and quick decision making of user
2X increase in app performance
Simplified micro-services design and development helped user get hooked to app
Increased scalability of the app
Faster booking experience
Back
Overview
IBM and Ulta Beauty’s partnership is focused on complete rethink of the product and enhancement of the customer experience of Ulta Beauty across web, mobile application.
It involves not only re-orchestrating the old content but adding some excitiexciting features as well to keep user hooked on the app. Our goal was to improve user experience and make it more seamless for Ulta customers.
Challenge
Redesign the existing application for both mobile and web
Improve the user flow and make it more easier
Integrate Ulta’s beauty services with their e-commerce app seamlessly
Enhance the digital store experience
The IBM design and dev team followed a agile process over 20 sprints. The design team began with discovery and then moved swiftly through rapid UX iterations.
Project- My Account
Project
Ulta My Account - Release 1 and 2
Role
UI/UX designer
Time frame
20 Sprints
My Role and Contribution
In my role, I analyzed the current flow to identify gaps and areas for improvement. As part of our discovery phase, I also examined competitors' user flows for insights. Then, we set a scope within our time constraints, focusing on essential features for MVP. We brainstormed ideas, created wireframes, and finalized designs. After client approval, we passed the designs to the development team.
Process
As we worked in an agile process, our main focus was to ensure UX/UI enhancement and prepare designs for developing the MVP within the time constraints we had.
Discover
Define
Ideate
Design
“I want a personalized experience where I can specify my preferences and receive tailored treatments from professionals.”
“I want to have a hassle-free and easy self-care shopping experience”
"Is there a one-stop platform where I can shop at Ulta and book beauty services, earning rewards from both?"
“I prefer having multiple brands to choose from so I can find the products that suit my preferences and skin type.”
“I need a variety of services available, from hairstyling to skincare, all in one place.”
User Insights
What user wants???
We discovered some of the main user requirements and challenges they face on the existing application. Based on what they are saying we tried to analyze the gaps and area of improvement. We also understood what they are looking for when it comes to the beauty products digital store
What is working?
What is not working?
Focus area
Understanding Opportunity Areas
65% of 18-24 years old use cosmetic shopping app.
75% of 25-35 years old use beauty salon services and shopping app.
45% of 36-50 years old use beauty salon services app.
Define Target User Group
Nearly 65% of individuals aged 18-24 utilize cosmetic shopping apps, highlighting the importance of catering to this tech-savvy demographic with user-friendly mobile experiences.
75% of individuals aged 25-35 rely on beauty salon services and shopping apps, emphasizing the significance of providing convenient digital platforms to meet their beauty needs and preferences effectively.
45% of individuals aged 36-50 utilize beauty salon services apps, indicating a growing trend towards digital convenience in accessing beauty treatments and products tailored to their preferences and schedules.
Insight from Competitor Analysis
To enhance Ulta Beauty's user experience, a focus on streamlining app navigation and user flows, especially for sign-in and booking processes, is essential. Customer engagement increases where there is a seamless user experience and visually appealing user interface. Introducing more features like personalisation, rewards, offers and minimal step in customer journey would help user get hooked to the app. Refining UI elements, particularly the use of colour gradients, will likely improve engagement. Additionally making salon services booking more user-friendly will enhance the overall customer journey.
Competitors Analysis
Lancy
28 Years Old IT professional
Need:
A simple one stop platform from where she can book salon services at home, and shop her favfavourite brand self care products
Beauty professionals cancelling/rescheduling the appointment when booked through the call/ other ways
Not having personalised options for the shopping and beauty service experience
Frustrations:
Alyse
36 years old freelancer
Need:
A seamless shopping and beauty treatment experience with user friendly navigations
Difficult to understand complex interactions on the app
Unable to find purchase order history and track order.
Frustrations:
Based on the existing customer and the target group interactions we defined two personas and marked their primary need and frustration.
Personas
Scope for Release 1 and 2
Following are the list of existing feature redesign and new feature addition we defined for the MVP scope. The scope is definend for ios, android and web application.
Existing Feature Redesign
New Feature Additions
Device
Create account
Sign in
Change password
Preferred name
Purchase history details
Favourites
Manage account
Edit personal info
Reorder
Track order
Beauty services integration
Multi-factor authentication
Ultamate rewards
Communication preferences
Dashboard
Facial recognition
Personalised salon services
Past appointments
ios phone
Android phone
Web application
To understand the flow we defined high level system architecture. and defined the focus area for the MVP 1 and MVP 2 where we redesigned my account, added new features to my account and integrated salon services in the Ulta beauty digital store app.
Focus area
Focus area
Application Structure