TULA Skincare

Senior UX/UI Designer leading end-to-end design initiatives with an iterative, data-driven approach

✔️ 2023 winner of a Distinguished Luminary Illumi Award in recognition of extraordinary success using human insight to drive product decisions and world-class UX.

✔️ Part of Proctor & Gamble acquisition

 

Led UX/UI team in driving end-to-end design projects across platforms based on user needs, goals, and key business objectives.

Developed comprehensive design documentation, including user flows, wireframes, and detailed specifications for behavior and design implementation.

Implemented data-driven approach through usability testing, interviews, data analytics, and competitive research.

Aligned design solutions with business requirements and cross-functional stakeholders. Mentored junior UX designers, fostering growth and collaboration.

Implemented processes to increase efficiencies and cross-functional alignment.

CASE STUDY

“Find My Shade” Quiz Experience

Using the power of human insight and user research to determine user needs with an innovative new product launch

Research methods:

  • Usability testing

  • Journey mapping

  • Competitive research & benchmarking

  • Data analytics

Key outcomes:

  • Users who take the quiz convert at 32% vs. 8% for non-quiz takers

  • <1% return rate for consumers exchanging for a different shade

  • Since launch, Radiant Skin has been a Top 10 SKU for acquisition & retention

Read the full case study here

Additional UX project examples & impact

  • Concepted, researched, designed, tested, and iterated all UX touch points onsite for full omnichannel loyalty launch. Used user journey mapping to ensure loyalty was embedded at all critical points with a focus on personalization.

    Increased incremental lift on AOV ($4 within first 2 months)

    25% purchase frequency in 2 months

    Significant incremental lift for FY23-24

    See it in action at www.tula.com/rewards

  • Introduced new comparison functionality across select PLPs to aid in product discovery where we were seeing significant user drop off.

    Resulted in 45% CVR lift on “Eye Care” PLP

    See it in action at www.tula.com/collections/eye-care

  • In order to support AOV, LTV, and retention efforts, introduced new Auto-Delivery toggle feature in existing slider cart as an upsell to users at a critical conversion point.

    Upon introduction, new subscriptions increased 47% MoM

    Upon further iteration and copy-testing to further promote the value to users, we saw a 37% lift in interaction and subsequent subscription creation.

    View the experience at www.tula.com

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