B-Right
The challenge was to design a clear and guided skincare & beauty shopping experience.
Title
B-Right
Role
UX/UI Designer
Date
2026
To better understand the current landscape of cosmetic e-commerce, I analysed several popular platforms, including Sephora, Douglas, and Notino. The goal was to identify how existing solutions support users in discovering, evaluating, and purchasing products, as well as to uncover gaps in the user experience.
During the analysis, I focused on key aspects such as product discovery, filtering systems, navigation, and decision-making support. Most platforms are optimized for browsing large catalogues, but not for helping users make decisions. While some offer detailed information, the experience often feels overwhelming or unclear.
Opportunity areas:
Improved filtering (skin type, concerns)
Simplified product information
Guided product selection (quiz)
Interview
To better understand potential users, I conducted interviews with 5 participants aged 22–34 with different levels of experience in buying cosmetics online. The interviews were semi-structured and based on open-ended questions. During the interviews, I found that users have very different approaches to shopping.
Some spend time researching ingredients and comparing products, while others feel overwhelmed by the number of options and struggle to understand product descriptions. Additionally, many users mentioned that filters are often too broad and not helpful enough.
Based on the research insights, I developed a primary persona demonstrating target users. The target users for this project are young adults, including students and professionals, who shop for cosmetics online but need more guidance, clearer information, and a simpler way to find suitable products.
User Flow
Based on the research insights I created the following user flow to map the main journey of purchasing a cosmetic product. It highlights key decision points where users may feel uncertain or overwhelmed, especially during product selection. To address this, a guided quiz is introduced at the beginning of the experience. After completing the quiz, users are directed to a personalized product catalogue tailored to their skin type, concerns, and preferences, making the decision-making process easier and more confident.
Homepage
The first screen features a strong brand-focused promotional message, introducing the store’s own product philosophy and highlighting its original line of skincare products . A clear call-to-action encourages users to start exploring the catalogue.
Homepage includes:
Bestsellers section to highlight popular and trusted products, helping reduce decision fatigue
“One Active at a Time” branded block, promoting the original product line and emphasizing a simplified approach to skincare
Educational content (blog/articles) to build trust and improve product understanding
Product Selection
In my research, many users felt overwhelmed by the number of cosmetic products and were unsure how to choose items suitable for their skin. To address this, I introduced a quiz at the beginning of the experience to guide users based on their skin type and concerns. After completing the quiz, users are directed to a personalized product listing, where relevant items are pre-filtered according to their answers.
From there, users can explore product detail pages with simplified information, key ingredients and reviews to support their decision-making. Once confident, users can easily add products to their cart, creating a smooth and guided transition from discovery to purchase.
Checkout
During the research, users expressed the need for a quick and simple checkout experience. To address this, the checkout process was designed to be as streamlined as possible. Additionally, an order summary and “edit order” option are provided, allowing users to review and adjust their selection before completing the purchase.
Constraints & Considerations
Technical feasibility:
Product personalization through a quiz requires accurate mapping between answers and product recommendations
Managing large product catalogs may affect performance and filtering speed
Ensuring consistency between desktop and mobile experiences
Product & UX considerations:
What if users don’t understand their skin type or choose incorrect answers in the quiz?
How to prevent users from feeling overwhelmed even after personalization?
What if the recommended products don’t match user expectations?