We launched our E-commerce Shopping site  in November 2018.  To ensure consistency across our digital presence,  I led the design team in conducting multiple rounds of usability tests, UX interactions and created high-fidelity mockups based on the findings.

We conducted our initial survey with  Survey Monkey using a sample size of 500 18-24 year old girls in the United States. Along with the survey, we gathered 6 of our most active users for monthly focus groups. We also created a closed VIB  group (Very Important Beta-Testers) to encourage existing users to give us firsthand feedback both online and off.

Naturally, I got to know these users on an individual basis, and asked for their input on features they would want to see.

Here are 3 key findings from the user research.

1. Our target users are passionate about affordable makeups.

2. They appreciated honest makeup product reviews.

3. They love to share their makeup findings to their friends.

 I quickly drafted following conceptual designs for usability testing.

General Look & Feel

Mirror User Cases Sketch

High-Fidelity Mirror Rendering

We spent one month conducting usability tests to verify our design assumptions. To test our findings in the field, we went to various colleges with a high-fidelity mockups, and at school fairs asked women for their honest feedback.

Woman cared first and foremost about affordability over brand-name, even preferring obvious knock-offs and dealing with the associated seediness to save money. So we decided to radically change our business model: sell affordable but legitimate makeup – with no sketch factor of trying to figure out whether the makeup is dangerous, or the transaction a sham.

Based on the findings, we iterated the UX wireframes 5 times and dramatically simplified the UX flow based on users’ needs.

Here are some key screens of the UX iterations.

After the UX iterations, we only had one month to design, develop and release our first MVP. Therefore, we simplified the visual design process and started high-fidelity mockups after a two-day brainstorming workshop. Here are some key user flows of two MVP products released in November 2017.

I have also designed promotional brochures, product packages and online ads to ensure Juno products provide a consistent experience across both digital and physical channels.