Rose Inc – unityandform

Rose Inc —
Systemic Confidence

Building a visual-first ecosystem that turns beauty browsers into confident buyers.

Rose Inc. is a high-growth beauty brand where "Selection Paralysis" was the biggest hurdle to sales. I set the strategy and KPIs to rebuild the core funnel, swapping confusing shade names for a visual, connected journey. By digging into return rates and support tickets, I turned a frustrating checkout process into a guided experience that actually makes users feel confident in their choice.

My Role: UX/UI design, Product Strategy, Implementation
Platform: Mobile & Desktop Web
Tools, Figma, Google Anatlyics, Chat GPT
Timeline: 2022-2024

The Problem

The "Naming" Gap

In beauty e-commerce, arbitrary shade names (e.g., "31N") fail to translate to real-world skin tones, resulting in "Choice Anxiety" without physical testing

The Challenge

Confusing Labels

Non-intuitive naming systems caused immediate user hesitation.

Visual Overload

Customers struggled to differentiate between similar carousel

images and map them to their own reflection.

Disconnected Support

While the Shade Finder was available in the nav, it wasn't integrated

into the shop flow. This forced users to step away from the product

to find their match right when they were ready to choose.

Identification Fatigue

Users had to work too hard to visualize the product on themselves.
Without a clear bridge between the screen and their skin, they often
dropped off instead of risking a bad purchase.

UX Strategy

The Personalization Logic

I replaced the "page-by-page" approach with a connected confidence system,
removing "mental math" by anchoring the user with visual validation at every funnel stage.

The Execution

Component Matrix

Module 01

The Multi-View Product Page

[Fix] I introduced three distinct discovery mental models: Categorized by Skin Tone, an Expanded Grid, and a Standard Dropdown to cater to different user shopping behaviors.

[Design] Focused on hierarchy restructure; prioritized visual context by placing an in-depth shade chart and Shade Finder CTA directly within the selection module.

Module 02

The Personalized
Results Experience

[Fix]
Overhauled the diagnostic questionnaire to create a personalized education hub, replacing abstract numbers with dynamic model imagery and complexion-matched "Before & After" sliders.

[Design]
Integrated a tailored "How-To" system to demonstrate product synergy (e.g., Foundation + Concealer), educating users on application while driving strategic cross-sell opportunities.

Module 03

The "Certainty" Cart

[Fix]
I transitioned the cart from a simple list to a Transparency Hub. By carrying high-fidelity shade imagery (not just names) into the cart, we provided a final visual anchor to reinforce the user's selection before checkout.

[Design]
The redesign focused on Operational Clarity. I implemented high-contrast typography and clear visual anchors for gifting options and real-time shipping costs. By surfacing these details upfront—rather than at the final payment stage—we eliminated the "hidden cost" friction that often leads to cart abandonment.

Success Metrics

Impact of the Overhaul

+38%

Conversion Rate Lift

Increased from 3.99% to 6.63% by shifting
to visual model imagery.

+18%

Units Per Order (UPO)

Driven by a frictionless Virtual Try-On flow
and personalized tutorials.

+9%

Total Conversion Lift

Directly resulting from moving the Shade Finder
and VTO near the main CTA.

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Final Reflection

This project proved that for a luxury brand, clarity is the ultimate form of accessibility.

By treating the purchase funnel as a single, interconnected system of visual

reassurances, we transformed confusion into confidence.

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