Douglas Beauty Mirror

Context & Contribution

Beauty Mirror allowed users to virtually try on make-up products inside the Douglas app. After an initial proposal had been created, I took over the project, became the design lead and reworked the UI direction to better fit the updated app experience and supported the feature through delivery until launch.

The Process

Defining Goals

Discover Looks

The layout of the Beauty Mirror ended up being quite similar to the old one, this had the benefit of not needing to onboard existing users to what has changed. The main adjustments were:

• Increasing legibility with the help of dark overlays and subtle text shadows

• Adjusting the product images to squares, to ensure that wide products are not cut off

• Adding category names below the product images to help identify the type of products

• Centering the photo button to make taking a photo & sharing it a more central functionality, with the hope to drive popularity of the feature & app
  

Before & After

The Before & After function helps understand all the subtle ways the looks & products have altered the users’ face. When active, suggested products are hidden to reduce cognitive load, which in addition frees up space to easily drag the divider.

Discover Products

To discover products, the new design enables switching between make-up categories with a swipe. Previously, the users had to return to back to a menu to switch from e.g. eyes to lips, which took significantly more time. The new layout allows for far more categories than before.

Trying on Product while Shopping

By including a button on the product detail page, the users can easily try on various colors and discover what suits them best. It solves the issue of not being able to try on the product before buying it online and helps ease the paradox of choice.

The Unconducted Testing

As testing was only done on very rare occasion by an external company, I decided to create a test setup that could enable us to test ourselves on site with little additional cost. In addition, I created a test plan & test script. Because of the strict timeline, full roadmap and low UX Maturity at the time, the testing ended up being cancelled.

Impact of the Redesign

Beauty Mirror strengthened an existing AR shopping feature inside the Douglas app at a time when mobile, personalization and digital beauty services were becoming more important to Douglas’ e-commerce strategy.

By reworking the UI with familiar patterns from Instagram and Snapchat, the experience became easier to understand and more intuitive to use. Connecting the feature to the homepage and product detail page also made it more relevant to product discovery, helping users explore shades more confidently while shopping.