Beauty Pie
iOS APP

Beauty Pie members are predominantly mobile users, as evidenced by our data. This made the decision to create a mobile app an easy one.
The primary motivation for the team was to establish a direct channel with our members, providing them with personalised content, suggestions and offers.

I kick off this new project with workshops and research.
My goal was to support the team during their initial phase of lacking a designer.  We steered clear of diving straight into UI drawing or final proposals, instead concentrating on achieving success.

We need to provide personalised experiences to our members and open an additional channel to increase the engagement.

We noticed a drop in terms of engagements via email, and our initial thoughts were to find a solution to establish a more direct communication channel to engage with our members.

Storyboard. Before start decide what we can or cannot do let's find out what we have in mind.

Feed. Personalised content and real-time order tracking.

PDP. “how to use” sections and recommendations to help users find what they need.

My profile. Manage your wishlist, orders history and membership all in one place.

Order History. Check your order status and “buy it again” with a single tap.

App Objectives & Success Criteria

Create member value. Members get full access, routines tailored to them and have a direct communication line with the experts.

Establish habit loops. It fits in our users’ life and adds value

Convert users into Beauty Pie products

Provide more data and insights. Better product matches and opportunities to upsell and xsell

The ecosystem.

What does this mean for her?

Results

Search and Discovery. We see an uplift in our users' shopping behaviors: more products in their baskets, more browsing and searching, and reusing the quiz to implement new personal routines.

Personalisation. We achieved two key factors:

- Knowing more our members
- Matching members to the right products

£640K Increase monthly spend

36.4%  Global Members engagements

9.2%   Global NM to Members 

+25.3% In App (only) orders

By understanding individual member needs and behaviors, we will be able to create a more relevant, tailored shopping experience that will increase conversion rates and, therefore, the percentage of members.