Personalized Tutorials
A mobile pilot for MAC Cosmetics in the US market that allows for makeup tutorials to be virtually drawn live on a consumer’s real features. The tool reimagines the popular youtube makeup tutorials with the addition of AR & AI, making it more personalized and fun.
Role: Experience Design Lead
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AI, VTO, Personalization, Innovation
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Role: Experience Design Lead 〰️ AI, VTO, Personalization, Innovation 〰️
The Challenge
Offer consumers ability to view a customized tutorial, virtually applied, step by step on their live image. Replicate the high-touch experience of sitting with a makeup artist applying a makeup look and offering personalized how-to tips.
Strategic Pillar
Hyper-personalization: Leverage new and emerging technologies (AR & AI) to create Hyper-Personalized Experiences that make our Consumers feel unique and heard.
My Role & Team
Experience Design Lead
- 2 Client teams (MAC Cosmetics & Estee Lauder)
- 1 Designer, 1 Researcher, 1 Strategist, 2 Producers, 2 Engineers, 1 Tech Vendor
Project Process
Pilot Key Features
Attribute Detection
Detects and scans the consumer’s facial features
Analysis & Trends
Virtually try on trending makeup looks curated by MAC, refreshed monthly
Personalized Tutorials
Step-by-step animated audio visual guide and application right on their face via virtual try on
Seamless Add to Bag
Products associated with each look are seamlessly integrated into the e-commerce checkout experience
Co-Developing the Tech
The inspiration for this new e-commerce feature came from the popular Youtube beauty tutorial format. I worked with our technology partner Perfect Corp. during the tech development stage to drive the direction of feature capabilities and interaction patterns.
UX Features
With innovation projects, user testing is an important part of the process to help us validate concepts and evolve strategies.
For this pilot, my team conducted:
1 concept test
1 usability test
2 post-launch tests.
Based on testing results, the team implemented updates to experience discovery and tool comprehension within 6 months post-launch.
User Testing
6-Month
Engagement Metrics
+25%
increase in average order size compared to the mobile site.
+23%
increase in average order size compared to VTO on mobile site.
+28%
increase in conversion rate compared to organic mobile traffic.
3X
mobile site engagement
Lessons Learned
The pilot has successfully surpassed all major KPIs to prove the hypothesis that beauty consumers are seeking out personalized experiences in online retail to cut through the noise and shop products tailored to them.
More often than not, they are excited to engage with brands that center them as active participants.
A cherry on top!
This innovation experience won the Commerce Next Award for Outstanding New E-Commerce Experience in 2023.
Role: Experience Design Lead
Team: jr. designer, project manager, engineering team, technology vendor, 2 executive stakeholders
Deliverables: Product pilot · experience audit · Prioritized recommendations
Tags: Hyperpersonalization, Virtual Try On, Trends, Tutorial